In its first steps toward commercialization, IBM’s Watson took on grand, science-laden challenges like helping doctors diagnose cancer. But that is changing as IBM strives to build its artificial intelligence technology into a multibillion-dollar business.

Today, companies including Geico, Staples and Macy’s are adding the Watson technology to answer customer questions or to improve mobile apps that guide shoppers through stores.

Now in its broadest deployment so far, Watson will be assisting H&R Block’s 70,000 tax professionals this filing season at 10,000 branch offices across the country, where 11 million people file taxes.

The H&R Block partnership with Watson, announced on Wednesday, is being presented to a wider audience with a 60-second television ad during the Super Bowl on Sunday.