General Motors (GM) and IBM are partnering on a cognitive mobility platform to deliver personalized content through vehicle dashboards and other digital channels.

According to the companies, GM's OnStar Go platform will enable brands to design and deliver IBM Watson-enabled consumer experiences—relating to local traffic conditions, news and entertainment or restaurant recommendations.

With the customer’s consent, Watson will learn driver preferences, apply machine learning, and sift data to recognize patterns in driver decisions and habits.

ExxonMobil, iHeartRadio, Mastercard, Parkopedia, and Glympse will join the platform. ExxonMobil, iHeartRadio, Mastercard, Parkopedia and Glympse are among the first brands to join the platform.

· ExxonMobil will use the cognitive mobility platform to help drivers locate its service stations, recommend fuel and lubricant products, and authorize fuel payment from inside the car.

· iHeartRadio will use Watson insights from OnStar Go to provide content from radio stations across the U.S. Drivers may share information from their calendars, social graph, location, and musical preferences.

· Mastercard will enable drivers and passengers to make payments for goods and services from their vehicle.

· Parkopedia will provide parking spot information—including opening hours and prices, as well as booking and payment capabilities.

· Glympse will enable consumers and businesses to manage real-time location sharing with anyone on any device.

The cognitive mobility platform is expected to launch in early 2017.