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Artificial Intelligence has come of age.

Are you ready for the cognitive revolution? 

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AI Explained

Where can Artificial Intelligence be applied?

Artificial Intelligence is not usually deployed as you might think – a Deep Thought supercomputer that knows all. It is most commonly built by joining a number of tools together, and ‘training’ them to deliver custom functionality against a set of business problems. The difference with AI is that, unlike traditional business systems, it will continue to learn based on experience and feedback (a term called machine learning). Here are 3 examples where AI tools can be applied to your business problem:



pulse-complete.svgPersonality Insights

Predict personality characteristics, needs and values from written text e.g. claims, surveys, emails, blogs, etc. Understand your customers’ position and preferences on an individual level, and at scale. Extract and analyse a spectrum of personality attributes to give you insights into people and entities. Then guide the user through highly personalised interactions based on those insights. 


Image Recognition

Given the increasing amount of visual communication, the ability to understand and react to such data is now vital. Machines can be trained to recognise specific image content, for a specific purpose. Use drones to diagnose faults in overhead cables, identify skin cancer, recognise parched pastures and even understand fashion trends. The use cases are limitless and scale from pre-taught APIs to bespoke industry solutions.


Tone Analysis

Analyse tones in what people tweet, post online or say in a customer service call. Predict whether they are happy, sad, confident, and more. Monitor customer service and support conversations so you can respond to your customers appropriately and at scale. See if customers are satisfied or frustrated, and if agents are polite and sympathetic. Enable your chatbot to detect customer tones so you can build dialog strategies to adjust the conversation accordingly.


A building block to a more intelligent business.

Recent advancements in Artificial Intelligence (AI), such as IBM's Watson Analytics Platform, mean that we are on the cusp of augmenting our businesses and everyday lives in extraordinary ways.

The future is now. Leverage next-generation systems that work side-by side with humans, accelerating our ability to create, learn, think and make decisions.

Certus can partner with you to explore the application of these new technical capabilities, via a customer-centric approach. AI can be used for insight discovery, intelligent asset management, financial decision-making, customer services, marketing and more. Certus can ensure that you are positioned to embrace the future with a range of AI solutions.

Watson at work

Where is Watson at work today?

Professionals work with Watson to make more informed decisions and their best work better. How can Watson help you?



How can companies keep their critical data safe? Identify threats 50 percent faster.


How do winemakers at a leading vintner use 25% less water to grow better grapes? 


Watson is learning everything about the game of golf, from terminology, to historical player performance, to course data. With Watson, fans can get extra insight on the game as they watch it.

HEALTH (360º Video)

Quest Diagnostics are at the forefront of cancer testing services. Now, they’re working with Watson to help doctors across the country personalise cancer care.


Can Watson help assemble the perfect basketball roster? With Watson’s cognitive APIs, one professional team is piecing together the necessary skills and personalities to create a consistently strong team.

AIRLINE (360º Video)

Watson can examine a plane’s maintenance history & recommend solutions, plus more.


See how IBM Watson has been learning what makes a great Wimbledon champion through the analysis of sport commentary, newspaper articles and Wimbledon.com articles.

GAS & ENERGY (360º Video)

Woodside, Australia’s largest energy company, is becoming a cognitive business with Watson. "We teach Watson to think like an engineer and Watson helps us think like 1000 engineers".


How do technicians at an engineering company keep one billion people moving every day? With IBM Watson’s analysis of IoT data, of course!


Where could you go with Watson?

Watson APIs form the building blocks of a Cognitive Solution. Easily build out a proof of concept, then incorporate and customise these APIs into your website, mobile apps, and front and back office systems.



    Have fluid multi-channel conversations with customers

    Integrate diverse conversation technology into your application. Quickly build and deploy chatbots across a variety of channels, including mobile devices, messaging platforms, and even robots. Conversation features a reliable infrastructure that scales with individual use cases.

    Explore Watson Virtual Agent

    Watson Virtual Agent is a new way to provide automated services to your customers. It offers a cognitive, conversational self-service experience that can provide answers and take action. You can easily customise your Watson Virtual Agent to fit your specific business needs, provide custom content and match your business brand.

    Visual Recognition

    Visual Recognition understands the content of images. Use pre-built modules to find all faces present in an image and receive age and gender estimates for each one. Alternatively, create and train your own custom image classifiers: analyse images for shapes, objects, colours, food, and other subjects. Use those classifiers to enable search or to build new insights based on your visual content.

    Speech to Text

    Easily convert audio and voice into written text for quick understanding of content. Transcribe conversations in real-time and apply sentiment and tone analysis to help understand and react to the conversation.


    Language Translator

    Translate text from one language to another. Take news from across the globe and present it in your language, communicate with your customers in their own language, and more.

    Natural Language Classifier

    Interpret and classify natural language with confidence. Understand the intent behind text and returns a corresponding classification, complete with a confidence score.

    Text to Speech

    Convert written text into natural-sounding audio in a variety of languages and voices.

    Watson Discovery

    Unlock hidden value in data to find answers, monitor trends and surface patterns with the world’s most advanced cloud-native insight engine.

    Discovery News

    Explore news and blogs with smarter news from Watson that includes concepts, sentiment, relationships and categories. Watson also identifies important meta-information – like authors, publication dates, and relevant keywords.


    Natural Language Understanding

    Natural language processing enables advanced text analysis. Analyse any text to extract metadata from content, including keywords, entities, categories, relationships and roles. Use these in combination with sentiment and emotion decoding to gain insight on customer interactions and adjust your service accordingly.

    IBM Watson Knowledge Studio

    Watson Knowledge Studio is a cloud-based application that enables developers and domain experts to collaborate and teach Watson the ‘language’ of your company or industry. Once taught, this information can be used in the field to help train new employees or offer up context-sensitive solutions to problems based on the corporate memory of your experts.


    Chatbots made easy

    Create an application that understands and responds to your customers with human-like conversation – regardless of language. Seamlessly connect it to messaging channels, web environments and apps for coverage across all channels, 24x7. Simply configure your workspace using the knowledge you have in your people, or existing customer service data and develop your application to suit. The possibilities are endless.




    Integrate cognitive computing into your business strategy

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    Predicting personality via Artificial Intelligence

    What if Artificial Intelligence could help you understand your customers better? What if you could segregate your customers beyond geo-demographic data, and understand their individual personalities? IBM recently introduced a new demo for IBM Watson Personality Insights. It's a Watson powered cloud service that lets you understand personality characteristics, based on text analysis. Learn how it enables your business to help predict customer behaviour.


    Using Artificial Intelligence to understand tone and sentiment

    In the era of social media, instant messaging, emojis and chatbots – it’s increasingly difficult for businesses to keep across customer satisfaction. Businesses need to track multiple channels, and craft the best response to all issues. Learn how you can use AI to understand, and act upon all customer interactions - not just random samples from surveys or NPS. 

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    Watson Visual Recognition - a picture is worth a thousand words

    Communication is only 7% verbal and 93% non-verbal. If your business wants to see the whole picture, it’s time to look at IBM Watson’s Visual Recognition capabilities. The applications are numerous.


    Watson Discovery - what lies beyond the tip of the 'databerg'

    Unlock the hidden value in your data to find answers, monitor trends and discover patterns in your text content. Use natural language to discover trends, relationships and anomalies embedded in your data. Watson Discovery is the world’s most advanced, cloud-native, data insights engine.


    Get in Touch


    Meet James.

    James Hartwright is Certus' Portfolio Director for AI and Big Data. He has 30 years’ experience designing, delivering, and supporting data-driven insight solutions for major enterprises. His experience spans across publishing, finance, retail, high tech, and utilities.