HomeArtificial Intelligence (AI)

From data deluge to intelligent insights

Adopting cognitive computing to unlock value for marketing and sales

Download the full reportDownload the infographic

Cognitive computing is the game-changing technology that could be the answer to marketers’ and sellers’ prayers. It could also be one of the most disruptive forces their functions face. Armed with insights about customers at every touchpoint, professionals using cognitive computing are able to create and deliver the personalized, intuitive experiences customers expect. But are Chief Marketing Officers (CMOs) and heads of sales ready to make the cognitive leap? Our study explores the extent to which these executives are embracing cognitive technologies today, the challenges they face and the lessons they can learn from outperforming companies that are already applying cognitive solutions and driving a cognitive-enabled vision for their business.

Bookmark this report  

Additional content
Infographic PDF:

Meet the authors

Alyssa Waxenberg

Laura McFarlane

Connect with author:

, Partner, IBM Interactive Experience Center of Competency

Carolyn Heller Baird, Global Research Leader for Customer Experience and Design, IBM Institute for Business Value

You might also like

This report explores how Extended Reality (XR) will reshape both the retail shopping experience and how companies interact with people who use their products.


AI-enabled virtual assistants can open the door to more, and better, healthcare choices.


Value-based health provides better patient outcomes and reduced costs, both inside and outside the clinical environment.