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Welcome to the Cognitive Era - A new era of technology. A new era of business. A new era of thinking. A Cognitive Business is a business that thinks. A new era of technology is giving rise to a new era of business. Digital is not the destination but the foundation for a new era of business; we call it cognitive business, and IBM Watson is the platform. Today Watson is helping doctors re-imagine medicine, and leaders reshape industries as diverse as retail, banking and travel. And Watson is taught by industry experts, so their know-how can reach more practitioners.