IBM’s Watson is having its biggest impact by pulling in new customers for existing business products as IBM persuades them to organize their data into formats that an AI like Watson can better understand.

IBM has created a slogan, “Ready for Watson,” to help sell its products that way.

At the heart of Watson is a system known as DeepQA. This is not yet for sale, although trials are underway in both health and financial services. IBM will announce an implementation of Watson in finance, too.