Making the leap to cognitive computing

Cognitive computing is the game-changing technology that could be the answer to marketers’ and sellers’ prayers. It could also be one of the most disruptive forces their functions face. Armed with insights about customers at every touchpoint, professionals using cognitive computing are able to create and deliver the personalized, intuitive experiences customers expect. But are Chief Marketing Officers (CMOs) and heads of sales ready to make the cognitive leap? Our study explores the extent to which these executives are embracing cognitive technologies today, the challenges they face and the lessons they can learn from outperforming companies that are already applying cognitive solutions and driving a cognitive-enabled vision for their business.

Featured findings

61% of surveyed marketing and sales executives say cognitive computing will be a disruptive force in their industries
91% of surveyed outperforming companies agree that cognitive computing is important for their organizations' futures
And yet only 24% of survey respondents say they have a cognitive strategy today

About the authors

Laura McFarlane

Laura McFarlane
Partner, IBM Interactive Experience Center of Competency
IBM Global Business Services

Alyssa Waxenberg

Alyssa Waxenberg
Director of Marketing, Watson Marketing
Watson Customer Engagement

Carolyn Heller Baird

Carolyn Heller Baird
Global Research Leader for Customer Experience and Design
IBM Institute for Business Value

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