Artificial intelligence: Can Watson save IBM?

http://www.ft.com/intl/cms/s/0/dced8150-b300-11e5-8358-9a82b43f6b2f.html

Unfortunately Watson is a HOAX.
Please read also:
"Work Wanted: IBM Watson program offers personality insights to employees" 

http://jacksonville.com/news/metro/2015-04-08/story/work-wanted-ibm-watson-program-offers-personality-insights-employees

"The analysis is based on the “Big 5” personality traits used by social scientists: openness, conscientiousness, extraversion, agreeableness, and neuroticism. It also provides information on a range of emotions, such as fiery, immoderate, melancholy and prone to stress. Finally, Watson adds on needs this individual may have, such as challenge, closeness, harmony, liberty and love. Presumably, if you want to connect on an emotional level with a customer, to recruit or sell to someone, you could craft messages that speak the right language. "
http://www.ibm.com/smarterplanet/us/en/ibmwatson/what-is-watson.html
https://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/doc/personality-insights/models.shtml
https://watson-um-demo.mybluemix.net/

Unfortunately the Big Five normative personality test is obsolete, it has been proven as an incomplete and incorrect model of personality. The HEXACO (a.k.a. Big Six) is another oversimplification. 

Personality Based Recommender Systems are the next generation of recommender systems because they perform far better than Behavioural ones (past actions and pattern of personal preferences)
That is the only way to improve recommender systems, to include the personality traits of their users. They need to calculate personality similarity between users but there are different formulas to calculate similarity.

In case you did not notice, recommender systems are morphing to compatibility matching engines, as the same used in the Online Dating Industry for years, with low success rates!!! because they mostly use the Big 5 to assess personality and the Pearson correlation coefficient to calculate similarity.
Please remember: Personality traits are highly stable in persons over 25 years old to 45 years old.

Online Dating sites OFFERING COMPATIBILITY MATCHING METHODS BASED ON PERSONALITY SIMILARITY have very big databases, in the range of 20,000,000 (twenty million) profiles, so the Big Five model or the HEXACO model are not enough for predictive purposes. That is why I suggest the 16PF5 normative personality test instead.
The same applies for Personality Based Recommender Systems.


about article "Work Wanted: IBM Watson program offers personality insights to employees"
http://onlinedatingsoundbarrier.blogspot.com.ar/2015/04/about-article-work-wanted-ibm-watson.html

Personality-Based Recommendations: Evidence from Amazon
http://onlinedatingsoundbarrier.blogspot.com.ar/2015/09/personality-based-recommendations.html

IBM will analyze Twitter data and turn it into something actionable for the enterprise.
http://vator.tv/news/2014-10-29-twitter-teams-with-ibm-for-business-analytics

IBM Deciphers Personality Types From 200 Tweets ?
http://onlinedatingsoundbarrier.blogspot.com.ar/2013/11/ibm-deciphers-personality-types-from.html

PAPER System U: Automatically Deriving Personality Traits from Social Media for People Recommendation
http://onlinedatingsoundbarrier.blogspot.com.ar/2014/10/paper-system-u-automatically-deriving.html