It appears that the AI is, as they say, 'baked in':

"systems built with these chips won’t be programmed the same way traditional computers are today. Rather, cognitive computers are expected to learn through experiences, find correlations, create hypotheses, and remember – and learn from – the outcomes, mimicking the brains structural and synaptic plasticity."

(Quote from the original press release: http://www-03.ibm.com/press/us/en/pressrelease/35251.wss)

This is either marketing fluff, or the most important story I've read this year.