IBM corporate headquarters in Armonk, New York. Photo by Stan Honda /Getty Images.
What if artificial intelligence can’t cure cancer after all? That’s the message of a big Wall Street Journal post-mortem on Watson, the IBM project that was supposed to turn IBM’s computing prowess into a scalable program that could deliver state-of-the-art personalized cancer treatment protocols to millions of patients around the world.
Watson in general, and its oncology application in particular, has been receiving a lot of skeptical coverage; STAT published a major investigation in 2017, reporting that Watson was nowhere near being able to live up to IBM’s promises. After that article came out, the IBM hype machine started toning things down a bit. But while a lot of the problems with Watson are medical or technical, they’re deeply financial, too.
As of 2018, IBM is shrinking: In 2011, when the company first introduced the idea that Watson might be able to one day cure cancer, its revenues were $107 billion. They’ve gotten smaller every year since, ending up at $79 billion in 2017. That presents enormous problems for any CEO, who’s generally charged with growing the company, or, failing that, growing the stock price.
It’s very hard to keep a stock price growing in a company where revenues are falling, because those companies tend to be valued on a multiple of revenues—and that multiple itself will fall. If IBM went from being worth, say, 3 times revenues in 2011 to 2 times revenues in 2017, then its market capitalization would have shrunk by more than 50 percent.
This hasn’t happened, however, because IBM has to some degree counteracted the negative forces and kept its stock price steady through two main strategies. The first is communications: If you can persuade the markets that you’re going to get bigger rather than smaller, then your multiples will grow and your shares will rise. IBM pursued this strategy by hyping Watson long before it was really ready for prime time. If the markets believed that IBM was capable of curing cancer, then they would bid up the shares in the expectation of a major revenue boost in the near future.
The second strategy for shoring up a stock price in the face of declining revenues is basic financial engineering, in the form of share buybacks. If you buy back a large number of shares in the open market, then your share price can rise even as your market capitalization falls. The downside of that strategy is that the more money you spend on buybacks, the less money you have to invest in growth.
As the STAT article put it:
“IBM ought to quit trying to cure cancer,” said Peter Greulich, a former IBM brand manager who has written several books about IBM’s history and modern challenges. “They turned the marketing engine loose without controlling how to build and construct a product.”
Greulich said IBM needs to invest more money in Watson and hire more people to make it successful. In the 1960s, he said, IBM spent about 11.5 times its annual earnings to develop its mainframe computer, a line of business that still accounts for much of its profitability today.
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