Intuit TurboTax has invested in AI for nearly a decade. In 2026, that plan includes store expansion. (www.businessinsider.com)

Intuit's TurboTax has significantly ramped up its AI initiatives, reporting nearly $90 million in efficiencies in the first half of 2025, driven by tasks like automation and matching users with tax professionals. This AI focus commenced in 2019 under CEO Sasan Goodarzi, supported by a strong leadership team, including Chief AI Officer Ashok Srivastava. The company leverages a vast data pool from 100 million customers and operates a generative AI system to enhance user experiences, including automating 93% of tax forms and providing a virtual assistant, Intuit Assist, to guide users through tax preparation. Looking ahead, TurboTax plans to merge its AI innovations with a physical presence, opening nearly 600 offices and TurboTax-branded stores in 2026. Insights from a successful pilot program revealed a strong customer preference for in-person consultations, prompting this shift. These stores will foster a modern retail experience where tax experts use mobile devices instead of traditional computers, enhancing customer interaction and trust. This strategic blend of AI and human expertise signifies a notable evolution in TurboTax's approach to tax services, positioning the company to better meet the needs of modern filers while reinforcing its competitive edge in a digital environment.