IBM and The North Face seek to reshape ecommerce

This event report discusses how IBM, the technology giant, Fluid, the digital shopping consultancy, and The North Face, the outdoor apparel chain, have attempted to give ecommerce a more human touch.

IBM and The North Face seek to reshape ecommerce

Stephen WhitesideWarc

While many retailers focus on giving bricks-and-mortar stores a digital edge, IBM, the technology group, and The North Face, the outdoor apparel and equipment retailer, have set out to tackle an equally vexing problem: making ecommerce feel more human.

At the heart of this effort has been the IBM technology that powered Watson, a "cognitive" computer platform capable of understanding natural language – namely, the way people talk in everyday conversation – as well as learning and generating hypotheses. This characteristic puts it at odds with...

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