This document discusses cognitive commerce and how cognitive systems can help enterprises become cognitive businesses. It describes three generations of cognitive systems with increasing abilities to understand the world through sensing and interaction, reason using hypotheses and arguments, and learn from experts and data. The document also provides examples of how cognitive capabilities can power an intelligent, personalized, omnichannel customer experience across different touchpoints from web to mobile to in-store.

1. © 2015 International Business Machines Corporation
Kiran Ajbani
kiajbani@in.ibm.com
Cognitive Commerce

2. 2
Understand
the world through
sensing and interaction.
Reason
using hypotheses
and arguments.
Learn
from experts and
through data.
Cognitive systems can:
Helping enterprises become Cognitive Businesses
through the power of Cognitive.
© 2016 IBM

3. © 2015 International Business Machines Corporation
Understand
the world through
sensing and interaction.
Gen 1

4. © 2015 International Business Machines Corporation
Understand
the world through
sensing and interaction.
Gen 2

5. © 2015 International Business Machines Corporation
Understand
the world through
sensing and interaction.
Gen 3

6. © 2015 International Business Machines Corporation
Learn
from experts and
through data.

7. © 2015 International Business Machines Corporation
Learn
from experts and
through data.
Reporting, Business Intelligence & Visualization Advanced Analytics/Predictive Analytics

8. © 2015 International Business Machines Corporation
Reason
using hypotheses
and arguments.

9. © 2015 International Business Machines Corporation

10. © 2015 International Business Machines Corporation
Right
CE
Right
Time
Right
Offer

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D
I
G
I
T
A
L
O
F
F
L
I
N
E
E
v
e
n
t
s
WEB
APP
3rd Party Paid
Email
SMS
Push
I
N
B
O
U
N
D
O
U
T
B
O
U
N
D
A
S
S
I
S
T
E
D
WALL
STORE
CALL CENTER
O/B
Browsing
iPhone 7
CALL CENTER
I/B
Journey
Scenario
Progressive Web
Form – Capture
Number
Real-Time Number
Match with Existing
Customer
Cookie Drop &
Behavior
Capture -
Attribution
Session
Abandonment
SMS with
confirmation of
appointment + Link
to iphone7 features
with Offer
Content/Offer Re-
organization per
History of Purchases
Cookie Synch with
External DSP
Ad Serve
Auto-Placement into
O/B Program
-Session Replay
- Co-Browsing
Real-Time offer based on
Conversation – Buy Watch with i7
and get 5% off
Email/Call to
Visit Closest
store for viewing
the phone
Provides Mobile
Number/Offer
Print to Store
Rep
Real-Time Number Match
with Offer Details to Rep
Attribution and Live
Profile
Rep Presents the watch offer
to Customer with In-Store
Choices
Auto-Trigger of
personalized SMS
Customer wants
to see more
choices and is
led to WALL –
Registers Email
Customer WALL
Choice is
registered with
Email against same
Mobile
A
c
t
i
o
n
Auto-Trigger
of
personalize
d Email
Customer clicks
Email stating Watch
has reached store
receives other
recommendation on
landing page
Purchase
Recorded
Thank You
Email with
APP link
Real-Time
Dynamic
Omni-Channel
Content Re-
organization per
behavior
Session Record- Why
Analysis(Forced/Natu
ral)
App Push to
Like on
Social and
Share on
Social
Customer
on App/
Social

12. © 2015 International Business Machines Corporation
12

13. Cognitive
Experiences that
are re-defining
commerce

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