How Companies Are Using Cognitive Computing to Drive Tangible Results including information from the 2016 Cognitive Advantage Report: http://www.ibm.com/cognitive/advantage-reports/
Intelligent enterprise: Cognitive Business Presentation from World of Watson
1. The Intelligent Enterprise:
How Companies Are Using Cognitive Computing to Drive
Tangible Results
Nancy Pearson
Vice President, IBM Cognitive Business Marketing
October 26, 2016
2. Digital businesses are
disrupting virtually
every industry and
profession.
expect more
competitors
from outside
their industry
54%
of CxOs
2 SOURCE cited in notes
World of Watson
2016
3. +
3
Tomorrow’s disruptors will be organizations
that can converge digital business with a
new level of digital intelligence.
Digital business Digital intelligence
Cognitive business
World of Watson
2016
4. Structured and active Unstructured and dark
Data that’s comingData outside your firewallData you possess ++
4
How you invoke insights from all data
will determine your digital intelligence.
believe cognitive is
essential to data challenges
that conventional analytics
cannot tackle
60%
of early
adopters
World of Watson
2016
5. An organization that creates knowledge
from data to expand virtually everyone’s
expertise, continually learning and adapting
to outthink the needs of the market
5
Digital business +
Digital intelligence
Cognitive business
GROW
KNOWLEDGE
FROM DATA
ENHANCE
EXPERTISE
LEARN AND
ADAPT
World of Watson
2016
6. 6
A cognitive business has systems that can
enhance digital intelligence exponentially.
REASON
They can reason, grasp
underlying concepts,
form hypotheses, and
infer and extract ideas.
UNDERSTAND
Cognitive systems
understand imagery,
language and other
unstructured data
like humans do.
LEARN
With each data point,
interaction and outcome,
they develop and
sharpen expertise, so
they never stop learning.
INTERACT
With abilities to see,
talk and hear, cognitive
systems interact with
humans in a natural way.
World of Watson
2016
7. How are cognitive systems different?
Are not programmed
but pose hypotheses
based on data patterns
and probability
Can see, use and
operationalize
virtually all data
Can understand, reason,
learn and interact with
humans naturally
7
World of Watson
2016
8. World of Watson
20168
How are organizations capitalizing on
the potential of cognitive computing?
We surveyed more than 600
cognitive decision makers
worldwide to discover insights
about cognitive adoption
say they already gain
major competitive
advantage from their
cognitive initiatives
50%
of users
say outcomes
from cognitive
initiatives exceed
their expectations
62%
of users
9. World of Watson
20169
While early adopters
view cognitive as essential,
challenges remain
cite data issues as
a top challenge
• volume
• quality
• integration & conversion
54%
cite insufficient skills as
a top challenge
• computer scientists
with AI skills
• software developers
• subject matter experts
• data experts
54%
10. World of Watson
201610
Early adopters see the
enormous potential
of cognitive, but still
struggle with strategy
and roadmap
say adopting cognitive is
very important to their
organization’s strategy
and success
65%
have a comprehensive,
company-wide strategy
for cognitive (another
41% are developing one)
Only
7%
report they struggle with
a roadmap for adoption46%
12. 12
The journey to cognitive business.
Cloud
Security
Analytics
Mobile
IT Infrastructure
Services
Industry Solutions for
Cognitive Business
Watson
Watson Health
Commerce Solutions
Industry Analytics
Digital business Digital intelligence+
Watson IoT
Watson Analytics
Data as information
Data as insights
Data as knowledge
World of Watson
2016
13. 13
Identify a
problem
to solve.
Cast a vision.
Champion a
new culture.
Assess progress
toward your
desired outcome.
Measure
specific values.
Ensure that your
process
is working, and
iterate as needed.
Assess data
requirements
from internal and
external sources.
Collect, ingest,
curate, annotate
and build out
taxonomies and
ontologies.
Execute a
staged rollout
based on a
simple starter
prototype.
Instrument for
metrics and key
performance
indicators (KPIs).
Prepare people
for new ways of
collaborating
with
technology.
Adapt
processes,
content and
roles as
needed.
Periodically
update
functionality and
training with new
content based on
learnings.
Becoming a cognitive business in six steps
1
Develop your
cognitive
strategy
6
Measure
outcomes
3
Apply
cognitive
technology
4
Engage your
organization
5
Enhance cognitive
capabilities based
on learning
2
Evaluate and
curate data
World of Watson
2016
14. Is someone else defining
your industry?
How much do you lose by not
monetizing your data?
Will your customers leave for
competitors that engage more
personally with them?
What’s the cost of not being
a cognitive business?
14
World of Watson
2016
17. Notices and
disclaimers
continued
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17 10/27/2016World of Watson 2016
The Intelligent Enterprise: Building a Cognitive Business
DIGITAL BUSINESSES ARE DISRUPTING VIRTUALLY EVERY INDUSTRY AND PROFESSION
The world’s largest accommodation provider owns no real estate.
The world’s most valuable retailer carries no inventory.
The world’s largest taxi company owns no vehicles.
The world’s most popular media owner creates no content.
(SOURCE: TechCrunch “The Battle Is For The Customer Interface,” Tom Goodwin, March 3, 2015, https://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/)
These digital businesses are geared for disruption:
They are technology based (app-based business models, for instance), liberating them from traditional constraints around overhead costs, logistics and so on.
They can make nontraditional decisions, blurring the lines of category
Business leaders know this. That’s why 54 percent of CxOs expect more competitors to come from outside their industry.1
1 IBM, Redefining Boundaries: Insights from the Global C-suite Study, November 2015.
TOMORROW’S DISRUPTORS WILL BE ORGANIZATIONS THAT CAN CONVERGE DIGITAL BUSINESS WITH A NEW LEVEL OF DIGITAL INTELLIGENCE.
Tomorrow’s disruptors will marry the strengths of a digital business with the power of endless digital intelligence
They will set their sights on going deeper and wider into their own data as well as third-party data.
They will shorten the cycles between what they can learn from data and what game-changing actions they take.
This result: a cognitive business that can think collectively and respond in whole new ways to the marketplace.
60% of cognitive early adopters believe cognitive computing is essential to tackling data challenges that conventional analytics cannot
HOW YOU INVOKE INSIGHTS FROM ALL DATA WILL DETERMINE YOUR DIGITAL INTELLIGENCE
From the structured data you posses, such as customer records, to the data that exists beyond your firewall, such as social media and weather data, to the data that’s sits almost wholly untapped, your digital intelligence will determine your differentiation.
COGNITIVE BUSINESS: DIGITAL BUSINESS + DIGITAL INTELLIGENCE
Our definition of a cognitive business is an organization that creates knowledge from data to expand virtually everyone’s expertise, continually learning and adapting to outthink the needs of the marketplace.
These three elements are the roots of what becomes possible for cognitive businesses.
A COGNITIVE BUSINESS HAS SYSTEMS THAT CAN ENHANCE DIGITAL INTELLIGENCE EXPONENTIALLY.
Key to attaining a richer digital intelligence are cognitive systems.
With analytics, we get key insights from data, but with cognitive systems, we can turn those key insights into knowledge.
Traditional computing is programmed (rules-based, logic-driven, dependent on organized information), but cognitive systems are probabilistic (they learn systematically, they are not dependent on rules, they handle disparate and varied data).
Cognitive systems can understand unstructured information such as the imagery, natural language and sounds in books, emails, tweets, journals, blogs, images, sound and videos.
They unlock meaning because they can reason through it, giving us new contexts to weigh and consider.
Cognitive systems also learn continually, honing our own expertise so we can immediately take more informed actions.
And they interact with us and with our customers, dissolving barriers between humans and machine, fueling unique, essential user experiences.
[Not sure we need this slide]
HOW ARE COGNITIVE SYSTEMS DIFFERENT?
The key reason cognitive businesses operate with an entirely different set of advantages is because they are using cognitive systems.
Their abilities to get to data expand and deepen exponentially.
They have programmed and probabilistic computing, giving them analysis plus hypotheses.
They can interact with their business systems more naturally, more directly.
Firmographics:
Respondents are cognitive decision makers from organizations currently using cognitive technologies or planning to in next 2 years
6 countries (US, UK, China, Japan, India, Germany)
IT & Line of business – from practitioners to C-level
Enterprises with 100-10,000+ employees, across industries
10% C-level, 16% Executive, 24% Director, 40% Manager, 10% Non-manager
33% US, 17% China, 16% India, 14% Japan, 10% Germany, 10% UK (To smooth possible geographic distortions, responses were weighted based on an IBM assessment of each country’s total IT spend.) 55% line of business / 45% IT respondents
54% large enterprises (1000+) / 46% small and medium businesses
87% of users say outcomes from cognitive initiatives meet or exceed their expectations (25% say outcomes meet their expectations, and 62% say outcomes exceed their expectations)
53%-63% of early adopters cite “moderate-to-significant skill gaps” for these types of roles: computer scientists with AI skills, software developers, SMEs, data experts
53%-63% of early adopters cite “moderate-to-significant skill gaps” for these types of roles: computer scientists with AI skills, software developers, SMEs, data experts
HOW WILL YOU GET STARTED?
Where do you start your own journey to solve the problems you’re facing down today yet in entirely new ways?
The possibilities can seem endless, so narrow your focus. Not every problem you have is a cognitive problem to solve.
Descriptive – Predictive - Cognitive
We are on a path of gaining greater and greater value from data that has true business impact
Our pursuit of digital business strategies have been rooted in the vast amount of data we have at our fingertips, and an orientation around leveraging data’s information to impact our business strategies. We recognize this as a descriptive model of data application.
As the data explosion continues, the insights derived from data are where we have found the opportunities for innovation and differentiation. We’ve built amazing predictive models that have changed the way we work with data.
As we enter the world of cognitive business, orienting around digital intelligence literally changes an organizations relationship to how they work with data, evolving it into a source of knowledge that if fundamentally integrated into a business through cognitive computing.
[A detailed look at how IBM helps clients build a sustainable cognitive strategy, tuned for their business and industry]
Whether you are building an app or trying to transform your organization, think about these six steps
WHAT’S THE COST OF NOT BEING A COGNITIVE BUSINESS?
What will happen if you don’t become a cognitive business?
What are the consequences to your industry leadership? To your earning potential? To your competitive position?
If you can think of consequences, when do you think they might start happening? Have they already begun?