This past month, IBM’s Jeopardy-winning AI Watson furthered its medical career with new jobs that could significantly disrupt healthcare and permanently shift pharmaceutical marketing practices. That might seem dramatic given Watson’s humble start as a game show contestant. But ever since it (I keep struggling to not say “he”) trounced the world’s best Jeopardy players, I’ve followed its rapid progress from Alex Trebek’s stage through medical education and now into gainful employment. With each step, I’ve become increasingly convinced that Watson and systems like it will drive or at least facilitate fundamental changes in healthcare—and healthcare marketing. So how might we respond?