IBM Watson Innovation Day Boston

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

Time Agenda
9:00am – 9:30am
The New Era of Computing: IBM Watson and the Watson
Ecosystem
9:30am – 10:30am
Behind the Scenes. The Process of Building a “Powered by
Watson” Application
10:30am – 10:45am Break
10:45am – 11:15pm
How Watson is Changing the Game In Retail:
Reflexis
11:15am – 11:45am
How Watson is Transforming Healthcare:
Modernizing Medicine
11:45am – 12:00pm Wrap Up: Where Do I Go From Here?
12:00pm – 1:00pm Networking Lunch
1:00pm – 3:00pm “Work With Watson” Time
Agenda

On February 14, 2011
made history

Bringing Watson technology to market
Size
Speed
Corpus
Flexibility
#Users
Size
Speed
Corpus
Flexibility
#Users
Size
Speed
Corpus
Flexibility
#Users
2880 CPUs
Single User
5+ days to retrain
Knew Wikipedia
1 Machine
1000s of users
<1 day to retrain
Learned Medicine
Cloud Delivery
Millions of Users
Retraining in hours
Broad Industry Knowledge
Jeopardy
Cognitive
Products
Cognitive Ecosystem

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
3
Cognitive computing is changing the game

IBM direct investments ($100M fund)
1. Acceleration of Watson Ecosystem
2. Foster strategic alignment of brand
objectives
3. Provide reference customer for new and
emerging market segments
4. Access top talent and industry
5. Seed market or market segment entry
6. Future acquisition potential
7. Leverage broader IBM portfolio
8. Provide financial return
Objective:
Investment Orientation
Business Alignment
Industry Focus:
Healthcare, Retail, Travel,
X-Industry, etc.
Market: B2B, B2B2C
Stage: Series A – C
(typically)
Participation:
Minority, venture led
T&C: Established by lead
investors, no board seat
Investment orientation
Business alignment
Industry focus:
Healthcare, Retail, Travel
, X-Industry, etc.
Market: B2B, B2B2C
Stage: Series A – C
(typically)
Participation:
Minority, venture led
T&C: Established by lead
investors, no board seat

Bringing Watson to market
Transforming
industries and
professions.
Advancing cognitive
computing across the
enterprise.
Delivering the
cognitive experience
to the masses.

Watson Ecosystem: A cognitive marketplace
Watson Developer Cloud
delivers the
tools, methodologies, softwa
re 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:

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.
1
2
3

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 the
content needed for success
•Easily access multiple content
sources
•Test and validate content value

IBM Watson Content Store: Healthcare illustration
Clients
MedInsights
Procedures
MMG Best
Practices
Healthcare Platform
Watson Healthcare Cloud
MidWest Medical
Group
Excel Physicians
Practice
MedInsights
powered by IBM Watson
Watson Platform
Medical
Journals
Domain
Content
Partner App
Client & Partner
Content
General
Content
Watson
Content
Store

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

Working with Watson
The Process of Building a
“Powered by Watson” Application

18 © 2014 International Business Machines Corporation
Access Watson Developer Cloud
using Watson Experience Manager
Develop app
“Powered by
Watson”
using APIs
Enrich
Watson
with content
Train
Watson
using tools
and experts
Test app
functional and
non-functional
Deploy
application
The process for building your “Powered by Watson” app

Develop app
“Powered by
Watson”
using APIs
Enrich
Watson
with content
Train
Watson
using tools
and experts
Test app
functional and
non-functional
Deploy
application
The process for building your “Powered by Watson” app

Design and Develop
“Powered by Watson”
apps using the QA API 1. Design interaction and
integration patterns with
Watson and implement
proof points as necessary
2. Establish the architecture
with Watson and other
components
3. Implement and model
solution to scale as a
product with customization
Key points
Develop app
“Powered by
Watson”
using APIs
Enrich
Watson
with
content
Train
Watson
using tools
and experts
Test app
functional and
non-functional
Deploy
application

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
An example solution pattern used with Watson
• 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
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 topic
Q: How are Roth and
traditional IRAs different?
Yes /No
Simple one response
answers
Q: Are Roth IRA
contributions tax
deductible?
Procedural – How To
How to question that returns
list of steps
Q: How do I plan for college
education?
Procedural –
Troubleshooting
Troubleshooting questions
Q: Why did I have a fee
charged on my brokerage?
Definition Definition of industry terms Q: What is a 529 plan?
Training on each type of question enables Watson to provide a high
quality experience for each user

Using the QAAPI with Watson
 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
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

Integration with Watson – Sample JSON request / response
REQUEST
RESPONSEConfidence
Evidence
Answer #1

Code to integrate the Watson QAAPI

Code to get the answers from the Watson QAAPI

Code to render the Watson QAAPI

Access the Watson Developer Cloud using the
Watson Experience Manager (WEM)
With Watson Experience Manager:
• Developers can use APIs to access
Watson 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

 Administration
 Manage User Roles
 View Usage Reports
 Configuration
 Configure, Style, & Theme out of the box UI
 Define confidence threshold
Watson Experience Manager – Configuration

Enrich Watson
with content
1. Enrich Watson with relevant
content to fuel the
applications
2. Use Watson Experience
Manager to upload, ingest,
deploy content
3. Leverage the Watson
Content Store to acquire
public, subscribed or
enterprise content
Key points
Develop app
“Powered by
Watson”
using APIs
Enrich
Watson
with
content
Train
Watson
using tools
and experts
Test app
functional and
non-functional
Deploy
application

Proprietary Content
Acquire
Cleanse
Curate
Aggregate
Contract
Identify
Public Domain & Social
IBM Watson
Validate
Application
Partners
Source Prepare
Inges
t
Deploy
Select Content
Build Apps w/API’s
Leverage
App Users
Unstructured Data From
Enterprise Apps
CRM eComm
Workforce HR
Product
Catalog
Trouble
Ticket
Domain Specific
Content Providers
Email,
Collaboration,
Open Data
ECM KMS
End Users
The content journey
Publish
Publish
Watson Content
Store

Content guidelines in detail
 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
Proprietary Content
Acquire
Cleanse
Curate
Aggregate
Contract
Identify
Public Domain & Social
Validate
Unstructured Data From
Enterprise Apps
CRM eComm
Workforce HR
Product
Catalog
Trouble
Ticket
Domain Specific
Content Providers
Email,
Collaboration,
Open Data
ECM KMS

Content ingestion – Supported content
Types of Unstructured Data that can be Ingested in Watson
 HTML
 Websites
 Domain Independent Content
 FAQ pages
 Forums
 Product Descriptions
 Product Catalog Export
 Product Reviews
 Social Network Extracts
 Microsoft Word
 Operational Runbook’s
 Policies & Procedures
 Contracts & Agreements
 Terms & Conditions
 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 – Veterinary Critical Care Manual Example
Before
content
requires more
training

HTML – Veterinary Critical Care Manual Example
Guidelines
 Each
disease/condition
has its own
document
 Document is broken
down in the following
manner:
After
Good
content!

HTML – Medicare website
Avoid
 Sites that use
images instead
of texts
 Text information
inside of an
image
Content not
directly
usable

HTML – Product Catalog Example
Guidelines
 Consider one HTML
per product
 Consider the
structure of the HTML
to be as follows:
Good
Content!

PDF – Federal Benefits ebook Example
Guidelines
 Simple structure
 Straightforward format
 Plain text
 Consistent formatting
Good
Content!

PDF – Market Analysis Example
Minimize
 Charts
 Complex Tables
 Graphs
 Multi column layout with
incorrect text ordering
Content not
directly
usable

 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 ….

What
Works?
Documents that are relevant to the use case under consideration
Understanding the validity of documents & frequency of changes
Well formed semantics – titles, sections, headings, sub-headings
What Does
Not?
Access to glossary, abbreviations would be helpful and preferred
If HTML – removing headers, footers, sidebars improves responses
Corpus contain answers to the intended questions
Scanned Docs (OCR), Charts, Non-English, Password Protected, Noisy Chat
Logs
Nested Tables; Image right document with no descriptions; Log & Sensor
Data
Mismatch in the content ingested and the questions end users are asking
General guidance on content selection

Content crawling & curation – Items to consider
 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 – Example content
 Based on this content one might be interested in
understanding the following.
 Various domain (medical health in this case) terms or
concepts such as diseases, symptoms (headache, sore
throat etc.), associated health conditions
(asthma, diabetes etc.), vaccinations etc.
 Concepts or terms expressed in different ways (flu Vs.
influenza, running nose Vs. cold etc.)
 Timing in terms of when the disease is more prevalent
during a given year.
 Statistics in terms of how many people were affected over
the years.
 Locations and other geo references made in the
document with respect to the concepts or terms.
 Co-references or relationships or associated side effects
with other health conditions (Guillain–Barré
Syndrome, chronic lung disease etc.), vaccination options
etc.

 Based on this content one might be
interested in understanding the following.
 Various domain (telecom in this case) terms
or concepts such as equipment types
(gateway, router, receiver), problems
(connection issues, no audio etc.), associated
conditions (correct cabling, receiver
configuration, etc.), abbreviations etc.
 Concepts or terms expressed in different ways
(receiver Vs STB Vs DVR, router Vs gateway
etc.)
 Timing in terms of when a particular problem
is more prevalent post service install &
activation
 Statistics in terms of how many people were
affected over the years.
 Locations and other geo references made in
the document with respect to the concepts
or terms.
 Co-references or relationships or associated
service problems with other conditions or
issues (DVR Recording & Memory Capacity,
Data Features & Connectivity etc.),
upgrades, value added options etc.
Content crawling & curation – Example content

Watson Experience Manager – Corpus management
 Content:
 Content Upload & Management – Not an ECM tool
 View Ingested Corpus
 Allows for on-demand corpus pre-processing & ingestion
Number of
Docs Ingested
as Corpus
View Ingested
Document &
CAS
Tag Each
Document
Ingest into
Corpus on-
demand
Upload &
Delete
Documents

Train Watson
with tools and experts
1. Watson is a cognitive
system that is trained by
experts and users and
learns over time
2. Watson Experience
Manager allows domain
experts to provide training
data like question and
answer pairs
3. Watson is trained iteratively
– follows a cycle of
collecting realistic training
data, running training
experiments, testing, error
analysis.
Key points
Develop app
“Powered by
Watson”
using APIs
Enrich
Watson
with
content
Train
Watson
using
tools
and
experts
Test app
functional and
non-functional
Deploy
application

 Training:
 Allow SME’s to enter & manage “Question & Answer” pairs
 Review & Approve Q&A Pairs
 Forms the basis for training data to help train Watson
 Goal is to build a representative set that enables Watson to understand the domain's
language characteristics
Drive towards a
goal
Approve, Edit,
Add Comments
Sample Q&A
Pair Instance
Watson Experience Manager – Create Q&A pairs to help train
Watson

 Suite of tools for training and testing Watson
 Test, train, and improve the accuracy of the system
 SDK and a set of extensions points to develop tools to add to the platform
Training
Experiment,
Error Analysis
Key tools & capabilities – Watson common tooling platform

Test “Powered by Watson” apps
(Functional and non-functional)
1. Watson Experience
Manager offers ways to test
the responses from Watson
2. Testing is an iterative
process to improve
responses; and test
integration with Watson
3. In addition to functional
tests, plan to perform stress
tests based on user ramps,
and other non functional
tests.
Key points
Develop app
“Powered by
Watson”
using APIs
Enrich
Watson
with
content
Train
Watson
using tools
and experts
Test app
functional and
non-functional
Deploy
application

Watson Experience Manager – Testing
 Testing
 Test system by asking
questions
Additional
Considerations
Confidence of
the response
Evidence -
where the
answer
passage was
provided

Deploy “Powered by Watson”
applications
1. Roll out the application
using the production
topology
2. Set up support teams and
processes for handling user
queries
3. Establish a set of metrics to
be collected, with tools to
support the process.
Key points
Develop app
“Powered by
Watson”
using APIs
Enrich
Watson
with
content
Train
Watson
using tools
and experts
Test app
functional and
non-functional
Deploy
application

Deploying your “Powered by Watson” solution
• Rollout iteratively
•Create a rollout plan with the user base
•Size the system based on peak and scaled
usage, failover and availability requirements and
response times
•Establish SLAs and other metrics needed from the
Watson Developer Cloud
•Determine any additional security provision needed
•Promote the powered by Watson application to the
production zone in the Watson Developer Cloud

Summary - 3 key takeaways
1
2
3
Committed to partner success. New business unit, HQ in NY,
brings together research, development, service and go-to-
market and features Innovation Hub with incubator, client
solutions center and design lab
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.

Let’s Take a Break…
Coming Next…
Our Journey With Watson

Taking the Next Step
with Watson

© 2014 International Business Machines Corporation
4
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
1
2
3
4

Where can I go to learn more?
Apply:
https://ibm.biz/watsonecosystemapply
Share:
https://ibm.biz/watsondeveloper
Learn:
https://ibm.biz/watsonecosystem-youtube

IBM Watson Innovation Day Boston

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