General Motors Co. GM -0.06 % is enlisting digital smarts from International Business Machines Corp. IBM 0.62 % 's Watson artificial intelligence technology in an effort to leapfrog other tech companies angling for a role inside the car. The auto maker on Wednesday is unveiling a new version of its OnStar system to offer mobile-commerce services beyond navigation and entertainment. The system, dubbed OnStar Go, is designed to learn from users' behavior to deliver personalized offers from partners such as Exxon Mobil Corp. XOM 0.43 % For instance, the system might alert drivers who need fuel to make it to their next destination and point the way to Exxon Mobil stations en route. IBM CEO Ginni Rometty talks about how her company has changed its focus as the world has changed.

General Motors Co. GM -0.27 % is enlisting digital smarts from International Business Machines Corp. IBM 0.84 % 's Watson artificial intelligence technology in an effort to leapfrog other tech companies angling for a role inside the car. The auto maker on Wednesday is unveiling a new version of its OnStar system to offer mobile-commerce services beyond navigation and entertainment. The system, dubbed OnStar Go, is designed to learn from users' behavior to deliver personalized offers from partners such as Exxon Mobil Corp. XOM -0.04 % For instance, the system might alert drivers who need fuel to make it to their next destination and point the way to Exxon Mobil stations en route. IBM CEO Ginni Rometty talks about how her company has changed its focus as the world has changed.