It's using this: http://www.ibm.com/smarterplanet/us/en/ibmwatson/engagement_... but if you are smart you can reproduce a lot of the functionality using both http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercl... and http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercl.... We are also coming up this quarter with a fully integrated self-service API that will make doing all this much easier (especially the dialog part). Stay posted.