Watson had been a doctor, a geneticist, a game show contestant and even a chef in the past. But now IBM's supercomputer has a new career: personal shopping. IBM has partnered with digital commerce firm Fluid to develop a cloud-based app called Expert Personal Shopper (XPS), which uses Watson's brains to answer buyers' highly specific questions. In short, the computer with many hats now plays the role of a sales associate when you're shopping online. IBM and Fluid are currently working with several consumer brands, but The North Face will be the first to feature the technology on its website. When the outdoor clothing and equipment company launches XPS, you can ask it questions like you would an assistant at a mall. If you needed a recommendation on the best equipment to use for a five-day cross-country trip, or need to know the best tent to use if you're hiking with family, including kids, then Watson's got your back. It's unclear when XPS will launch exactly, but IBM has allotted $100 million in funds to develop that and a variety of other cognitive apps. All parties involved are planning to develop it further for mobile applications and devices.