# In an op-ed, Professor Michelle Greenwald highlights IBM Watson's functions that are useful to marketers

1 Faculty News September 20, 2016 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](http://www.forbes.com/sites/michellegreenwald/2016/09/20/way-beyond-jeopardy-5-marketing-uses-of-ibm-watson/#371ea7baa7a9) -- "Fluid software’s Expert Personal Shopper app (XPS) for The North Face, and 1-800 Flowers’ GWYN (Gifts When You Need) concierge powered gift recommendation engine, both use Watson technology to enable natural conversations on their sites, and understand location, temperature, gender, shopper use intentions and climate factors, to suggest the most relevant products to meet customers’ needs."

[Read more](http://www.forbes.com/sites/michellegreenwald/2016/09/20/way-beyond-jeopardy-5-marketing-uses-of-ibm-watson/#371ea7baa7a9)