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Every technology shift before AI asked the same question — who does the work? AI is retiring it. As the books, reconciliations, and first draft of the return increasingly do themselves, the only question left is who's accountable for the work being right.
At its June 23 Connect ON event, Intuit told accountants it will stop marketing bookkeeping to their clients — "full stop" — while quietly raising prices "to reflect the value" of AI and sunsetting QuickBooks Online Accountant by the end of 2026. The retreat is real, but it's the tell: Intuit makes more money owning the platform than competing with you on the books. Here's what the warm language is actually buying — and the one thing you shouldn't hand the platform.
