FFS: GM Joins Forces with IBM’s Watson to Bring Ads Into Your Car by Stephen Elmer October 26, 2016 Share Comments Thread General Motors has announced a partnership with IBM that will bring Watson together with OnStar, creating OnStar Go. GM calls it the first “cognitive mobility platform” in the auto industry, which essentially means that the platform will delivery “personalized content” through the car’s dashboard. Using the system, GM says that you will also be able to avoid traffic, pay for gas before you start to pump, order a cup of coffee on the go and get news tailored to your personality and location. “By leveraging OnStar’s connectivity and combining it with the power of Watson, we’re looking to provide safer, simpler and better solutions to make our customers’ mobility experience more valuable and productive,” said Phil Abram, Executive Director, GM Connected Products and Strategy. Watson will, with the customer’s consent, learn the driver’s preferences and tailor all of its systems to that person’s decisions and habits. Companies will then be able to build custom, in-vehicle experiences to connect with drivers. For example, through Watson Tradeoff Analytics, dining recommendations can come from celebrity chefs, while Watson Retrieve and Rank will allow a driver to buy something from a retail outlet and have someone load it into their car when they arrive at the store. Brands already signed on to this platform include ExxonMobil, Glympse, iHeartRadio, Mastercard and Parkiopedia. OnStar Go will be available starting in early 2017.