This primarily benefits all call centers, since this is developed basically for security and privacy purposes. IBM wants "to proactively address a potential threat that can be used in an attack vector in call centers." as stated from J.R. Rao, senior manager of the secure software and services group at IBM's Thomas J. Watson Research Center in Yorktown Heights.
This technology identifies sensitive data and or information through audio recordings and then mask them through white noise, silence or an edited announcement, with this, only authorized personnel can access the said information. This technology has been used already by some call centers but IBM still is still in puzzle if this will be taken as a service for their customers or product.