Intuit, the prominent U.S. financial and accounting software company, has introduced its first AI-driven digital assistant called Intuit Assist. This innovative assistant is seamlessly integrated into Intuit's suite of products, offering personalized recommendations to over 100 million small business and consumer customers globally. It relies on their proprietary GenOS operating system, providing tailored tax guidance, financial insights, business support, and advanced marketing capabilities across TurboTax, Credit Karma, QuickBooks, and Mailchimp. Intuit prioritizes customer privacy and transparency and has developed principles and an AI governance team to ensure responsible AI usage, while also tackling AI-generated inaccuracies through extensive datasets and domain expertise.

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Intuit Assist is already available to some customers and will see further enhancements for the 2023 tax season, with plans for broader availability across their platforms in the coming months. CEO Sasan Goodarzi views this as a pivotal step in harnessing the power of their platform for AI-assisted customer experiences, building upon their substantial data and AI investments.

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