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We'll be discussing Watson, of course, but also artificial intelligence, machine learning, and--most importantly--how businesses use these tools to better understand their customers, partners, and how they operate their businesses. Read or watch our full discussion below. Dan Costa: A lot of people have seen the IBM Watson commercials on TV, and they know that Bob Dylan had something to do with this in some vague way, but how would you define Watson as a product? Mark Simpson: Watson's a cognitive computing product, which can learn like humans. It learns, it understands, it reasons in the same way that humans do and can be taught over time. So that computing can be applied into many different areas ... Essentially it is a trusted advisor that we can give to humans that can take in masses of data and help them in the decisions that they make, augmenting their intelligence. I think that's the phrase that has stuck with a variety of people.