Austin Innovation Day Slides: April 23, 2014

Welcome to Watson Innovation Day

© 2014 International Business Machines Corporation 4

Watson is one of IBM’ greatest innovations in its 100 year history, and now its only a click away.

Goals for today’s session:

• Ignite your imagination for how Watson can be put to work in your business changing the competitive landscape and redefining the art of the possible

• Help establish a proven and actionable business approach for you to bring Watson to market

• Demonstrate the process to build a Watson application and the tools and resources available to help you succeed.

• Describe IBM’s investment to help ensure your success in putting Watson to work, from design and development through go-to-market


“IBM is helping partners make markets by transforming industries and professions with data.”

IBM’s leadership in cognitive computing is deeply rooted in its investments in Big Data and analytics.


“IBM is helping partners redefine enterprise IT for the era of cloud computing and the next generation of solutions.”

IBM’s commitment to cloud and the new digital frontier opens up a world of possibilities for Watson.


Time Agenda

8:30am – 9:30amWhat is cognitive computing: IBM Watson and a new era of computing

9:30am – 10:15amThe Watson Ecosystem: How IBM partners are transforming industries

10:15am – 10:30am Break

10:30am – 11:00pm Our journey with Watson: A partner perspective

11:00am – 11:45am Getting started with Watson: Watson Developer Cloud

11:45am – 12:00pm Wrap up: Where do I go from here?

12:00pm – 1:00pm Networking lunch

1:00pm – 3:00pm 1:1 consults & hands-on “Work with Watson” sessions

Agenda

What is Cognitive Computing?


On February 14, 2011

made history


Bringing Watson technology to market

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2880 CPUsSingle User

5+ days to retrainKnew Wikipedia

1 Machine1000s of users

<1 day to retrainLearned Medicine

Cloud DeliveryMillions of Users

Retraining in hoursBroad Industry Knowledge

Jeopardy

Cognitive Products

Cognitive Ecosystem


2013 recap

Watson Engagement Advisor - May 21st

Watson Engagement Advisor announced

Cross-industry and cross-geography play

January April July October

First Two Commercial Offerings – Feb 8thFirst 2 healthcare products were announced with MSK and WellPoint

2014

Watson Ecosystem – Nov. 14th Watson Ecosystem announced

Driving innovation and fostering new possibilities

Watson Healthcare Update – Oct. 18th MD Anderson launches Expert Oncology Advisor powered by WatsonWatson used to bridge clinical practice and medical research


2014 – A look forward

• IBM Watson Group• 2000+ professionals• $1B+ invested over next few years• New Watson HQ – NY (Silicon Alley)• New Watson Offerings

• New Partner APIs• New Tooling & SDKs

• $100M Direct Investment Fund

Watson has the potential to transform how industries and individuals interact and make every day decisions. Watson helps make individuals, enterprises and society smarter by engaging

the collective knowledge and insight of the market.

Watson has the potential to transform how industries and individuals interact and make every day decisions. Watson helps make individuals, enterprises and society smarter by engaging

the collective knowledge and insight of the market.


IBM direct investments ($100M fund)

1. Acceleration of Watson Ecosystem2. Foster strategic alignment of brand

objectives3. Provide reference customer for new and

emerging market segments4. Access top talent and industry5. Seed market or market segment entry 6. Future acquisition potential7. Leverage broader IBM portfolio8. Provide financial return

Objective:

Investment OrientationBusiness AlignmentIndustry Focus: Healthcare, Retail, Travel, X-Industry, etc.

Market: B2B, B2B2CStage: Series A – C (typically)

Participation: Minority, venture led

T&C: Established by lead investors, no board seat

Investment orientationBusiness alignmentIndustry focus: Healthcare, Retail, Travel, X-Industry, etc.

Market: B2B, B2B2CStage: Series A – C (typically)

Participation: Minority, venture led

T&C: Established by lead investors, no board seat


Converging trends impacting our world


1900

Watson is ushering in a new era of computing

1950 2011

Tabulating Systems

Programmable Systems

Cognitive Systems


Understands natural language and human style communication

Adapts and learns from training, interaction, and outcomes

Generates and evaluates evidence-based hypothesis

Watson understands me.

Watson engages me.

Watson learns and improves over time.

Watson helps me discover.

Watson establishes trust.

Watson has endless capacity for insight.

Watson operates in a timely fashion.

1 2

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Cognitive computing is changing the game


Welch ran this?

“If leadership is an art then surely Jack Welch has proved himself a master painter during his tenure at GE.”

Person Organization

L. Gerstner IBM

J. Welch GE

W. Gates Microsoft

Structured data Unstructured data

Understanding language is critical to 21st century computing

Watson makes sense of natural language, like:

Noses that run and feet that smell?

How can a house can burn up as it burns down?

Why does an alarm go off by going on?

How can a slim chance and a fat chance be the same, while a wise man and a wise guy are opposites?

Answering complex questions requires more than keyword evidence

This evidence suggests “Gary” is the answer BUT

the system must learn that keyword matching may be weak relative to other types of evidence

explorer

India

In May 1898

India

In May

celebrated

anniversary

in Portugal

In May, Gary arrived in India after he celebrated his anniversary in Portugal

Portugal

400th anniversary

celebrated

Gary

In May 1898 Portugal celebrated the 400th anniversary of this explorer’s

arrival in India

arrived in

arrival in

Legend

Keyword “Hit”

Reference Text

Answer

Weak evidenceRed Text

Question: Supporting Evidence:

Watson’s deep semantical Q&A capability can unlock new potential and possibilities

27th May 1498

Vasco da Gama

landed in

arrival in

explorer

India

Para-phrases

Geo-KB

DateMatch Stronger evidence can be

much harder to find and score…

Search far and wide

Explore many hypotheses

Find judge evidence

Many inference algorithms

On the 27th of May 1498, Vasco da Gama landed in Kappad Beach

400th anniversary

Portugal

May 1898

celebrated

In May 1898 Portugal celebrated the 400th anniversary of this explorer’s

arrival in India.

Kappad Beach

Legend

Temporal Reasoning

Reference Text

Answer

Statistical Paraphrasing

GeoSpatial Reasoning

Question: Supporting Evidence:


Bringing Watson to market

Transforming industries and professions.

Advancing cognitive computing across the

enterprise.

Delivering the cognitive experience

to the masses.

What is the Watson Ecosystem?


Watson Ecosystem: A cognitive marketplace

Watson Developer Cloud delivers the tools,

methodologies, software developer kits and API(s) for

ISVs to build the next generation of cognitive

applications.

Watson Content Store brings together sources of free and fee data, including

general knowledge, industry-specific content,

and subject matter expertise.

Watson Talent Hub helps bridge ISVs’ resource gaps by

providing a marketplace for critical cognitive, big data, UI, and mobility

skills.

The IBM Watson Ecosystem brings the cognitive capabilities of Watson to the cloud, allowing third parties to harness Watson’s cognitive capabilities. The ecosystem is comprised of three key components:


Watson Ecosystem Program launch created over 1B impressions

Want to Work with IBM's Watson?

IBM's Watson Woos Developers

Have at it, programmers: IBM makes Watson available via API

IBM Opens Up Its Watson Cognitive Computer for Developers

IBM Offers Watson as Cloud Application Tool

IBM to Open Up Jeopardy Winner Watson's 'Brain' for Everyone

Seismic shift underway in computing thanks to IBM Watson

Cognitive Computing For All: IBM Releases a Legion of Watsons

IBM to Open Up Watson to Third-Party Developers

Soon Everyone Will Be Able To Use Watson

IBM's Watson Artificial Intelligence to Get New Homes

IBM to Announce More Powerful Watson via the Internet

IBM's Watson Plays a New Role as an Application Development Platform

IBM to Launch Watson Cloud-Based Development Platform

IBM Adds Rent-An-Artificial-Intelligence Powers to Watson


Three ways Watson Ecosystem Program benefits partners

Watson cognitive capabilities can be a game changer by differentiating your offering in the marketplace.

The Program represents a unique opportunity to meet market demands and demonstrate leadership, innovation, and agility.

Watson cognitive capabilities can drive incremental revenue by attracting new users or growing current users.

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Content

Use case

MarketCommitment

Clients

• Ownership / Access to content • Form - unstructured• Format – ingestible

• Use case alignment • Leverages cognitive capabilities

• Market potential • Market impact (disruptive)

• Exec sponsorship• Road map priority• Resources • Skill development

• Anchor client potential

• Installed base

Recipe for rapid success

Application Partners

IBM Developer Cloud

Engage, Prototype, Build Phase: Free

Deploy phase : Revenue share

Deploy phase,: Application Hosting thru Softlayer Optional) Contracted and billed separately

IBM Watson Content Store• Free to upload own data• Content available via Content Store with standard terms:

Free and Fee

IBM Watson Talent Hub• Certified talent resources: Fee based determined by talent

provider

Content Partners• Free to upload and process content on the IBM Watson

Content Store• Revenue share for content used

Talent Partners • Free participation (qualified) in IBM Watson Talent Hub• Revenue share for talent services provided

What is the cost to be part of the IBM Watson Ecosystem?


The Watson Content Store offers fuel for apps

A clearing house of unique and varying sources of data – general knowledge, industry specific content, and subject matter expertise – from a variety of sources.

51© 2014 International Business Machines Corporation

Content Providers

• New distribution channel• New customers & consumption model (license, subscription, transaction)

• Incremental revenue

Benefits

ISVs

• Fuel your application with thecontent needed for success

• Easily access multiple contentsources

• Test and validate content value


With Watson’s Talent Hub, help is just a click away

A community for ongoing dialogue, collaboration & interaction

Private Watson Ecosystem Community Invitation only events Watson “Tech Talks” web conferences Single community with tools, tips, tricks,

ideas and conversation Meet-ups and hangouts with cognitive

business & tech leaders Content, Interaction, and events

Developer Q&A Forum: DeveloperWorks Active forums and blogs https://www.ibmdw.net/watson/

Growing social dialogue Twitter: @IBMWatson LinkedIn: Watson Advocates Group Facebook: facebook.com/ibmwatson

Working with Watson

An Overview of the WatsonDevelopment Process

© 2014 International Business Machines Corporation

4

What do I get as an IBM Watson Ecosystem Application Partner?

Use of the Watson Developer Cloud: Watson Experience Manger to enrich content, train,

and test your Watson application API to access the QA service to Watson Customizable user interface to embed into your app Guidelines on using Watson elements in the application

Upload content into the Watson Content Store or source through Ecosystem partners

Access to a network of partners, customers, content and talent

Support from a collaborative community of IBM technical, marketing and sales resources


Planning your Watson application roadmap

Go-to-Market Plan and Execute

Evaluate the business and technical viability as a Watson cognitive application

Submit Ecosystem application

Receive acceptance

Access the Watson Developer Cloud through tools and API

Build the prototype solution

Validate with target market

Design and build a commercial application with Watson as a key solution component

Enrich, train and test application iteratively

Final testing before product release

Deploy the “Powered by Watson” app

Expand usage in future releases

Engage Prototype Build Deploy


Access Watson Developer Cloudusing Watson Experience Manager

Develop app “Powered by Watson”using APIs

Enrich Watsonwith content

Train Watson using tools and experts

Test appfunctional andnon-functional

Deploy application

The process for building your “Powered by Watson” app


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Design & develop: Example solution pattern used with Watson

App Component

Other App Component(s)

Application powered by Watson using QAAPI

Pose natural language question

Communicates with Watson using QAAPI

Get response

Optionally, further apply Watson response and/or

other metadata

• Design a solution with Watson as a key component

• Model the interaction patterns with Watson

• Create user experience mockups for the solution


Guidelines for interaction patterns with Watson

Use the following guidelines when evaluating the suitability of a specific solution:

• Tips for the “Ask” service •Answers must be found in the content resources ingested in Watson •Answers must be explicit in the content; Watson cannot synthesize answers•Answers must be discrete – Watson cannot combine information from various documents or create an answer that is a deduction from passages it finds (future)•Questions must not require Watson to make judgments

• Descriptive questions•Questions can be approximately one to three sentences long•Questions should require answers of a small paragraph (about three sentences or less)


Watson works with different types of interactions

Training on each type of question enables Watson to provide a high quality experience for each user

Question Type Description Example

Factoid( only supported question capability in Jeopardy )

Simple fact regarding time, location, reference, quantity

Q: What fees are charged with XXX fund?

Descriptive Description about a topicQ: How are Roth and traditional IRAs different?

Yes /No Simple one response answersQ: Are Roth IRA contributions tax deductible?

Procedural – How To How to question that returns list of stepsQ: How do I plan for college education?

Procedural – Troubleshooting

Troubleshooting questionsQ: Why did I have a fee charged on my brokerage?

Definition Definition of industry terms Q: What is a 529 plan?


Using the QAAPI with Watson

Application Component

Configure parameters, including Basic Auth using the user id and password for Watson Developer

Cloud, POST question;

Receive question, obtain response JSON

Return JSON response and authentication token

Receive response from Watson

Send response to user or further processing

Integrate and Interact with Watson from Mobile or other Self Care Apps using a RESTful API

Response, confidence evidence and other response metadata can be manipulated, enriched and used part of a conversation; or to a component in the system downstream for further processing


Access the Watson Developer Cloud using the Watson Experience Manager (WEM)

With Watson Experience Manager:

• Developers use APIs to access and test “Powered by Watson” apps

• Data Scientists can manage their content used to enrich Watson

• User experience developers can customize or create user interaction models with Watson

• Domain experts can train and test their “Powered by Watson” apps

WEM provides a role based set of tools for SME, Watson administrators, and Domain Experts


Acquire

Cleanse

Curate

Aggregate

Contract

Identify

IBM Watson

Validate

Application Partners

Source Prepare

Ingest

Deploy

Select Content

Build Apps w/API’s

Leverage

App Users

CRM eComm

Workforce HR

Product Catalog

Trouble Ticket

Domain Specific Content Providers

Email, Collaboration, Open Data

ECM KMS

End Users

Enrich Watson: The Content Journey

Publish

Publish

Watson Content Store

Proprietary Content

Unstructured Data From Enterprise Apps

Public Domain & Social


Content guidelines

IBM Watson requires a knowledge database (corpus) that contains information from which to formulate correct answers

Content ingested into IBM Watson means that content is processed by the system such that correct segments of data can be quickly retrieved

Content can come from a variety of sources and will have to be physically made available

Content requires a level of cleansing and curation for Watson to be effective

Acquire

Cleanse

Curate

Aggregate

Contract

Identify

Validate

CRM eComm

Workforce HR

Product Catalog

Trouble Ticket

Domain Specific Content Providers

Email, Collaboration, Open Data

ECM KMS

Proprietary Content

Unstructured Data From Enterprise Apps

Public Domain & Social


Content ingestion – Supported contentTypes of unstructured data that can be ingested in Watson

PDF– Product manuals– Financial reports (sans graphs)– Analyst research– User guides– Troubleshooting guide– Terms & conditions– Setup & configuration guides– Magazines & journals

Text– Extracted interaction logs from CRM,

Trouble ticket, care, media asset management applications

HTML– Websites– Domain independent content– FAQ pages– Forums– Product descriptions– Product catalog export– Product reviews– Social network extracts

Microsoft Word– Operational runbooks– Policies and procedures– Contracts and agreements– Terms and conditions


Understand graphics (images, videos, sound …) Ingest directly from a structured data source (Database, Datawarehouse)

- There are architectural patterns and capabilities in Watson to be able to integrate with structured data sources

Nested tabular data Call data records, sensor logs, meter data, etc.

What Watson cannot ingest yet ….


Content acquisition - Crawling

- Integration with ECM/KMS/DMS systems

- Open services for lifecycle collaboration

Content curation - Cleansing, preparation, aggregation & enrichment

Content lifecycle management- Stale content

- Refreshing content

Content metadata, licenses & attribution

Content crawling & curation – Items to consider

Summary - 3 Key Takeaways


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Consider the possible interaction patterns when designing your Watson app to create the optimal user experience (including factoids, descriptive, Yes/No, procedural, procedural troubleshooting and definitions).

The Watson Experience Manager (WEM), provides a platform to upload content, train Watson with question and answer pairs, and test the system by asking questions.

The process for building a Watson app involves an iterative process of integrating Watson capabilities using the QAAPI, uploading content, training Watson, and testing the application for the appropriate response.

Taking the Next Step with Watson


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How do I start my journey with IBM Watson?

1.What is the business value to the “Powered by Watson” application you intend to build?

2.Does the application draw upon the unique characteristics and capabilities of a cognitive offering?

3.Has the content that will fuel the application been identified and can it be secured/licensed for the intended use?

Have a question and answer interaction pattern, with questions posed in natural language

Seek answers and insights from a defined content repository comprised largely of unstructured data

Need transparency and supporting evidence for confidence weighted responses to questions and queries

The best use cases…


Phase 1: Engage

Join IBM Partner World at http://ibm.com/PartnerWorld

Analyze use case for Watson business and technical synergy

Submit Watson Ecosystem application and receive acceptance

https://ibm.biz/watsonecosystemapply

Obtain access to the Watson Developer Cloud through the Watson Experience Manager

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2

3

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Where can I go to learn more?

Apply:https://ibm.biz/watsonecosystemapply

Share: https://ibm.biz/watsondeveloper

Learn:https://ibm.biz/watsonecosystem-youtube

https://ibm.biz/watsonecosystemapply

https://ibm.biz/watsondeveloper

https://ibm.biz/watsonecosystem-youtube

https://ibm.biz/watsonecosystem-youtube

Technology

Austin Innovation Day Slides: April 23, 2014