I worked there for a time and can tell you that many of the creatives I worked with assumed that if Watson won Jeopardy, then it could do literally anything (indeed talking to you like a human), so a lot of the creative concepts were pretty far fetched.

I'm still there :-( I was amazed and I could hardly wait to integrate this incredible service into my apps I was writing at the time. Then I took a look into the services and realized that they were too primitive to build any type of AI. How did watson win Jeopardy? The world may never know....<cough>fraud</cough>