H&R Block's Futuristic Super Bowl Spot Shows Off IBM Watson's Tax Skills

Ad debuted for the first time during tonight's game

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After having a rough tax season last year, H&R Block has changed its brand positioning to compete with competitors like TurboTax. Its new partnership with artificial intelligence platform IBM Watson is part of that positioning, and its Super Bowl spot, which the brand waited to debut until tonight’s game, highlights that partnership.

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