IBM’s Watson may be putting its cognitive muscle to work battling cancer and cybercriminals, but it’s no slouch at shopping, either. On Wednesday, retail brand Macy’s announced that it’s testing a new mobile service that lets in-store shoppers ask Watson for help.

Dubbed Macy’s On-Call, the tool gives smartphone-equipped shoppers a way to ask Watson questions about a store’s products, services and facilities by typing their questions into a mobile browser. It’s delivered through location-based engagement software from IBM partner Satisfi, which accesses Watson from the cloud, and it works in both English and Spanish.

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