As one of the nation's foremost lung cancer experts, Mark Kris knew big data analysis could help doctors harness and make sense of the ever-growing deluge of cancer research. But after working with IBM's Watson system, Kris is now a true believer in the power of cognitive computing.

"It's going to be the ultimate in personalized medicine," said Kris, the chief of Thoracic Oncology at New York's Memorial Sloan-Kettering Cancer Center, "because it is going to be able to learn more facts about you than any one doctor or health-care system can, and can process them in a way that will ultimately be useful to your care."