Watson Weakly: Jargon and Resource Allocations
March 9, 2016
In case you missed the news, IBM seems to be trimming its workforce. Does anyone remember Robert X. Cringely’s “IBM Is So Screwed?” I do. I would wager that Mr. Cringely remembers IBM’s suggestion that Mr. Cringely was off base with his analysis.
Perhaps Mr. Cringely is vindicated. I read “IBM Job Cuts: US Tech Giant Begins Mass Firing One Third of Workforce.” Hmmm. One third of a workforce having an opportunity to find its future elsewhere? That sounds like a swell way to greet spring 2016. March in like a lion and march out like a lamb. Is the lamb heading to the local meat packers?
Against this cheerful seasonal background, I want to mention “Moving from Enterprise Search to Cognitive Exploration.” This is a recycling of an earlier white paper for which one must register in order to read or download the document. Please, note that you will have to jump through some hoops to get this March 2016 publication. Do not complain to me about the link, the involvement of a middleman, and the need to provide details about your interest in enterprise search. Take it up with IBM; that is, if someone will take your call or answer your email. Hey, good luck with that.
What’s notable about this white paper is this word pair: Cognitive Exploration. Original? Nah. The phrase turns up in the title of a collection of essays called Cognitive Exploratioin of Language and Linguistics in 1999. The phrase is some of the jingoism from the super reliable psychology linguistics disciplines. IBM has dallied with the phrase for a number of years but in the RA world, the phrase is getting a jump start. An example of IBM’s arguement is that no one no longer runs a search across a customer service database. Nope, one cognitively explores that customer database.
Cognitive Exploration. It flows trippingly on the tongue does it not. IBM does not fire people; IBM RA’s them. (RA. Resource allocation or termination or reduction in force.)
What is Cognitive Exploration? Well, it is Lucene search plus some home brew code and a dollop of acquired technology. IBM’s original commercial enterprise search system (STAIRS) is just not up to the task of cognitively exploring one’s information assets it seems.
The white paper is a tribute to the search buzzwords that have been used by marketers in the past. I just love Cognitive Exploration.
What is it? For the full answer, you will need to read the 13 pages of explanation. Here’s a sampling of the facts in the write up:
Analysts expect the total data created and copied to reach 44 ZB by the year 2020 (Analyst firm IDC). After all, there are more than 204,000,000 emails launched every minute every day (Mashable.com). How do you manage, search, and process that data and turn it into usable information?
Yep, that’s a lot of information. How is an organization going to deal with “all” those zeros and ones? I suppose I would begin by using a system designed to manipulate large data flows. How about Palantir, BAE Systems, Leidos for starters. What no IBM? Bummer.
The IBM argument advances:
To meet today’s expectations, a search system must be able to access all of your important data sources and filter results based on a user’s access permissions within the organization.
I love the “all”. IBM obviously has nailed video, audio, binaries of various types, disparate file types, and dynamic content flows from intercepts, social media, and interesting sources from the Dark Web. I love “all” type solutions. Too bad these are science fiction based on my experience.
The fix is Cognitive Exploration. Thank you, IBM. A new buzzword to explain what search and retrieval has flubbed for — what? — 50 years” IBM explains:
Cognitive exploration is the combination of search, content analytics, and cognitive computing. Not only can cognitive exploration accelerate the rate at which users can find and navigate information; by leveraging advanced technologies such as content analytics, machine learning, and reasoning it has the potential to augment human expertise.
I don’t want to be a party pooper, but this is perilously close to Palantir’s “augmented intelligence” jargon. Attivio, BA Insight, and even the French folks at Sinequa use similar lingo. Me-too’ism at its finest? Nah, this is IBM, the outfit taking Groupon (a discount coupong business) to court for allegedly infringing on Prodigy patents. Prodigy? Remember that online service?
After snoozing through the white paper’s three pillars of Cognitive Exploration, I raced to the the finish line.
Cognitive Exploration involves the i2 type of relationship analysis, some good old fashioned cuddling between search and cognitive computing (think Watson, gentle reader), and a unified view or what a popular novelist calls “God’s eye” view. Please note that IBM offers some examples, but get the numbering wrong. Where is number one? Watson, Watson, can you assist me? Guess not. IBM’s cognitive exploration essay begins counting with number 2. I am okay with zero. I am okay with one. But I am not okay with an enumerated list beginning with the number two. Careless typo? Indifference? Rushing to the RA meeting? Don’t know. Cognitive Watson counts two, three, four, not one, two, three.
At the end of this remarkable description of Cognitive Exploration I learned:
The cognitive capabilities that can be leveraged by Watson Explorer are provided by the IBM Watson platform.
Isn’t this a recycling of some of the early 1990s marketing material from i2 Group Limited, which IBM bought. Isn’t this lingo influenced by Palantir’s explanations of its Gotham platform?
Omitted from the “all” I assume is the seamless interchange of Gotham files with i2 Analyst Notebook and i2 Analyst Notebook with Gotham. The users and customers have to learn that “all,” like Mr. Clinton’s “is” may not be exactly congruent with one’s understanding of “federation” and “unified.”
Enough already. Go for the close:
IBM Watson Explorer unlocks the value within your data, utilizing that information to help employees make well-informed decisions, provide better support, and identify more customers and business opportunities. By reaching across multiple silos of information within your enterprise, search results will include information never previously integrated into single solutions. Users will benefit from search results from all the data in your company, structured and unstructured, and include data from outside as well. Rather than trying to make good decisions with limited insight, cognitive exploration users can now extract and understand all of the valuable information at their fingertips.
With such a wonderful tool at IBM’s disposal, why is IBM’s management unable to generate revenues? Perhaps the silliness of the marketing explanation of Cognitive Exploration does not deliver the results that obviously someone at IBM believes.
I am stuck on that error in numbering, the recycling of Palantir’s marketing lingo, and the somewhat silly phrase “Cognitive Exploration.”
I won’t sail my Nina, Pinta, and Santa Maria to that digital shore. I will use Google Earth and tools which I know sort of work.
Stephen E Arnold, March 9, 2016
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