The tussle for supremacy between Amazon and Google to create the most useful voice assistant is getting louder. But while this battle is largely taking place in home speakers and phones, another player – IBM — is carving out territory in the ear.

At Mobile World Congress earlier this month, Big Blue showed that it is getting down to business with voice, previewing applications that help a wide swath of professionals, from family doctors to firefighters, work smarter by using voice to tap into the Watson cognitive engine.

And together with partner Bragi, the German hearables pioneer, IBM offered a glimpse into what else might be possible with Watson actually sitting right inside your ear.

Want to learn more? Read my entire column in the Tech section of USA Today HERE.