Intuit TurboTax has invested in AI for nearly a decade. In 2026, that plan includes store expansion.

TurboTax, a prominent player in tax preparation services, is embarking on an ambitious expansion strategy that intertwines artificial intelligence with traditional face-to-face customer service. This initiative reflects a decade-long commitment to AI, initiated when Sasan Goodarzi took the helm as CEO in 2019. Goodarzi's vision was clear: transform Intuit from a leading cloud-based service provider into a powerhouse of AI-driven solutions. The core team behind this transformation includes seasoned executives like Chief AI Officer Ashok Srivastava and Chief Technology Officer Alex Balazs, as well as Mark Notarainni, executive vice president of the consumer group, who have collectively contributed to shaping the company’s AI strategy. Central to TurboTax's AI efforts is a vast database drawn from 100 million individual and business clients, alongside a proprietary generative AI operating system that fuels the development of intelligent applications. While Intuit keeps specific investment figures under wraps, they report that their AI initiatives have led to nearly $90 million in annualized efficiencies in the first half of 2025. As the 2026 tax season approaches, TurboTax is set to broaden its physical presence by opening approximately 600 offices and establishing 20 new TurboTax-branded storefronts. This shift aims to blend AI capabilities with human expertise, reflecting a strategic pivot toward enhancing customer engagement. Reflecting on past innovations, TurboTax introduced SmartLook in 2016, allowing users to connect with credentialed tax professionals for virtual assistance, a service that has evolved into TurboTax Live. The fiscal first quarter ending October 31, 2025, showed a robust 51% increase in revenue from this service year-over-year. The leadership team, with a combined experience of nearly 67 years at Intuit, has driven key product launches like the Virtual Expert Platform, which employs AI to interpret financial documents and connect users with tax specialists when needed. The launch of Intuit Assist in November 2024 further exemplifies the company’s commitment to leveraging generative AI in providing personalized financial assistance. Despite the digital nature of tax filing today, TurboTax has seen a surge in demand for human-led services, with TurboTax Live usage growing by 17% in 2024 and 47% in 2025. Notarainni highlighted the importance of in-person interactions, stating that many customers feel more comfortable and trusting when they can meet with tax experts directly. The company piloted 200 expert offices and 20 temporary storefronts during the 2025 tax season, receiving positive feedback from customers who preferred in-person consultations. Notarainni noted that local access to tax professionals significantly increases the likelihood of customers seeking help. As TurboTax opens new flagship stores, including one in New York City’s SoHo, the design prioritizes a warm, inviting atmosphere. Experts utilize mobile devices for client interactions, ensuring a seamless and engaging experience without the barrier of traditional desktop computers. Customers can either complete their filings in-store or drop off forms for processing, all while tracking progress through a mobile app. With plans to continue expanding expert offices and TurboTax stores throughout the current tax season, Intuit's focus on AI is reshaping workflows for tax associates, making processes more efficient and client-focused. AI has also transformed how tax associates like Geanna Foreman manage their workloads. With AI-enhanced note-taking and summarization tools, Foreman reports a significant reduction in time spent editing notes, allowing her to focus more on client interactions. This strategic shift into both AI and in-person services marks an exciting new chapter for TurboTax as it aims to redefine the tax preparation landscape.