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Apple's Siri is pretty famous and helpful, and IBM's Watson is famous and impressive. IPsoft's Amelia is another cognitive computing persona, and she is tuned to be a help desk employee. Amelia is far beyond the voice response unit that we have all encountered on the phone: "For account balance press 1, for . . . With all that, she can react to emotion, data, and facts, in order to answer a question as a human being would understand it through learning and natural language. When she comes across a question she cannot answer, she dials in a human expert to help the caller.