IBM launched on January 9, 2014 its first business unit in 19 years to bring Watson, the machine that beat two Jeopardy champions in 2011, to the rest of us. IBM posits that Watson is the start of a third era in computing that started with manual tabulation, progressed to programmable, and now has become cognitive. Cognitive computing listens, learns, converses, and makes recommendations based on evidence.

IBM is placing big bets and big money, $1 billion, on transforming computer interaction from tabulation and programming to deep engagement. If they succeed, our interaction with technology will truly be personal through interactions and natural conversations that are suggestive, supportive, and as Terry Jones of Kayak explained, "makes you feel good" about the experience.

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