Intuit is leveraging generative AI to offer personalization across its suite of financial products, driving strong revenue growth and enhancing customer experiences.
Intuit’s gen AI strategy: Intuit is heavily relying on generative AI to personalize customer experiences, automate routine tasks, and provide actionable insights to help users achieve their financial goals:
- The company has over 100 million customers worldwide using its TurboTax, Mint, Credit Karma, QuickBooks and Mailchimp products.
- Intuit’s AI-driven platform strategy has resulted in double-digit growth in total revenue and operating income, with Q3 fiscal 2024 total revenue surging 12% year-over-year to $6.7 billion.
Transforming personalization with gen AI: At VB Transform 2024, Nhung Ho, VP of AI at Intuit, shared insights into how the company is fine-tuning its approach to using gen AI and machine learning to personalize experiences by customer segment, product, and development strategy:
- Intuit launched Intuit Assist in September 2023, its first gen AI-powered financial assistant for small businesses and consumers, integrated with its proprietary Generative AI Operating System (GenOS).
- In the latest tax season, 24 million TurboTax customers received a gen AI experience that clearly explained their tax calculations, boosting confidence and transparency.
- Intuit immediately starts personalizing its products based on a customer’s unique business type and needs, such as tailoring its offerings for a construction company versus a bakery.
Key strategies for excelling with gen AI: Intuit employs several core actions to drive successful personalization across its products using generative AI:
- Integrating AI to simplify complex tasks, like using gen AI in TurboTax to break down tax calculations into understandable steps for users.
- Automating routine operations, such as accounting and marketing workflows for small businesses, to free up employee time for higher-value activities.
- Ensuring high-quality, clean data through continuous monitoring and curation to maintain accuracy in AI-driven processes.
- Managing latency in AI systems by exploring applications beyond chat-based interfaces to reduce latency sensitivity and improve user experiences at scale.
- Adopting a multi-cloud strategy to stay flexible and access the best AI models for specific personalization use cases.
- Building scalable and secure AI systems with a focus on data scalability and hardening defenses to enable more efficient innovation cycles.
- Creating a composable architecture with fully composable microservices to integrate various AI models and technologies with flexibility.
- Personalizing user experiences by fine-tuning AI tools to meet the specific needs of different customer segments.
- Balancing deterministic and probabilistic AI systems to ensure accuracy for critical tasks like tax calculations.
- Expanding AI use cases beyond initial applications to further enhance adjacent business processes and workflows.
Pushing the boundaries of gen AI in finance: Intuit’s advanced approach to leveraging generative AI for personalization showcases the technology’s potential to transform customer experiences in the financial sector:
- The launch of Intuit Assist and GenOS reflects the company’s cutting-edge use of gen AI to augment and improve user interactions across its product suite.
- By strategically applying gen AI to refine preferences, automate tasks, and deliver actionable insights, Intuit is setting a high bar for personalization in the industry.
- As Intuit continues to push the boundaries of gen AI applications and share its learnings, it is paving the way for wider adoption and innovation in the financial services space.
Recent Stories
DOE fusion roadmap targets 2030s commercial deployment as AI drives $9B investment
The Department of Energy has released a new roadmap targeting commercial-scale fusion power deployment by the mid-2030s, though the plan lacks specific funding commitments and relies on scientific breakthroughs that have eluded researchers for decades. The strategy emphasizes public-private partnerships and positions AI as both a research tool and motivation for developing fusion energy to meet data centers' growing electricity demands. The big picture: The DOE's roadmap aims to "deliver the public infrastructure that supports the fusion private sector scale up in the 2030s," but acknowledges it cannot commit to specific funding levels and remains subject to Congressional appropriations. Why...
Oct 17, 2025Tying it all together: Credo’s purple cables power the $4B AI data center boom
Credo, a Silicon Valley semiconductor company specializing in data center cables and chips, has seen its stock price more than double this year to $143.61, following a 245% surge in 2024. The company's signature purple cables, which cost between $300-$500 each, have become essential infrastructure for AI data centers, positioning Credo to capitalize on the trillion-dollar AI infrastructure expansion as hyperscalers like Amazon, Microsoft, and Elon Musk's xAI rapidly build out massive computing facilities. What you should know: Credo's active electrical cables (AECs) are becoming indispensable for connecting the massive GPU clusters required for AI training and inference. The company...
Oct 17, 2025Vatican launches Latin American AI network for human development
The Vatican hosted a two-day conference bringing together 50 global experts to explore how artificial intelligence can advance peace, social justice, and human development. The event launched the Latin American AI Network for Integral Human Development and established principles for ethical AI governance that prioritize human dignity over technological advancement. What you should know: The Pontifical Academy of Social Sciences, the Vatican's research body for social issues, organized the "Digital Rerum Novarum" conference on October 16-17, combining academic research with practical AI applications. Participants included leading experts from MIT, Microsoft, Columbia University, the UN, and major European institutions. The conference...