Get detailed personality portraits

Use linguistic analytics to infer individuals' personality characteristics, including Big Five, Needs, and Values, from digital communications such as email, blogs, tweets, and forum posts.

Understand consumption preferences

Look at a users inclination to pursue different products, services, and activities, including shopping, music, movies, and more.

Tailor the customer experience

Understand individual customers for segmentation, personalized product recommendations, and highly targeted messaging.

Case study

Orenda Software Solutions

Powering a social media measurement platform with IBM Cloud and cognitive technology.

Case study


A social marketing company enables businesses to gain clear insight toward customer affinities in real time when it integrates its platform with IBM Watson technology.

Case study


Reinventing social influencer marketing with AI from IBM Watson.

Start building with Personality Insights

Get started with Watson

Access Watson services on the IBM Cloud.

Developer tools

Everything you need to start building with Watson.

Learn more about Personality Insights



  • – 1,000 API calls per month at no cost.
  • – Lite plan services are deleted after 30 days of inactivity.


  • – First 100 API calls per month are FREE.
  • – Additional 1 - 100,000 calls are $0.02 per call
  • – 100,001 - 250,000 calls are $0.01 per call
  • – 250,000+ calls are $0.005 per call

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Watson Premium plans offer a higher level of security and isolation to help customers with sensitive data requirements.

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