2 min Applications

IBM’s Watson Marketing department becomes own company

IBM’s Watson Marketing department becomes own company

IBM has announced that its Watson Marketing platform has been launched as a separate company. Three months ago, Big Blue announced that it wanted to sell the commercial and marketing department to an investment company called Centerbridge Partners.

It is still unclear what the new company is called, writes Silicon Angle. However, it is known that it will sell marketing automation, analytics, advertising and content management tools driven by artificial intelligence (AI).

The new company is headed by CEO Mark Simpson. According to him, the name of the company will be announced later this month. He also states that the company is mature and agile enough to compete with leading players in the marketing software industry, such as Adobe and Salesforce.

With over a thousand people on day one, we are anything but a small business. However, we are able to be one of the most agile and responsive to changes in the industry than any other marketing cloud. We’re not pulled down by unrelated issues and large corporate structures like our competitors, but have the experience and opportunities to come with them and can focus 100 percent on the marketer.

Other trend

The team of the former Watson Marketing really wants to focus on marketing, while another trend is visible in the industry. In this way, the biggest players try to offer a complete customer experience platform, instead of just marketing.

Simpson sees that, but says that one of his company’s top priorities is to expand beyond marketing technology to include advertising. He also says that he intends to announce new collaborations as soon as possible to help with this. These collaborations should make it easier for other companies to work with this organisation, by expanding the open marketing ecosystem.

In addition, Simpson wants to invest heavily in AI, by investing in the company’s data science and product design teams.


The demerger from Watson Marketing will now allow IBM to focus more on its own priorities. They’re about taking a bigger step into the multi-cloud and hybrid cloud management landscape.

This news article was automatically translated from Dutch to give Techzine.eu a head start. All news articles after September 1, 2019 are written in native English and NOT translated. All our background stories are written in native English as well. For more information read our launch article.