Intuit, in its earnings report, has highlighted its AI-driven strategy, boosting prosperity through automation, expert assistance, and seamless customer experiences.
Intuit’s AI strategy has resulted into 17 percent rise in its revenue of $4 billion for the second quarter of fiscal 2025, which ended January 31.
Intuit Assist, a combination of AI automation and human expertise, transforms emails, electronic documents, and handwritten notes into actionable financial data, including estimates, invoices, and bills, while simultaneously handling background accounting processes. This AI-powered approach helps businesses detect potential cash flow shortages in real-time and suggests tailored solutions, such as applying for a line of credit through QuickBooks Capital.
AI-driven automation has had a significant impact on customer engagement and financial outcomes. Intuit has observed a 10 percent higher payment conversion rate on overdue invoices when customers use AI-generated reminders, compared to those who do not.
The demand for AI-powered expert assistance has surged, as seen in QuickBooks Live, where customer engagement increased by 2.5 times in Q2. Additionally, repeat usage of AI-driven invoicing experiences has risen by more than 50 percent since November, underscoring the effectiveness of Intuit’s AI-driven solutions.
Intuit is leveraging AI to strengthen its ecosystem across platforms like TurboTax and Credit Karma, offering customers a seamless experience whether they prefer DIY solutions or expert-assisted services.
TurboTax Live Full Service, for instance, has achieved a product recommendation score of 84, among the highest at Intuit. The company has also redefined its marketing approach by utilizing AI to deliver hyper-personalized campaigns that enhance customer acquisition and retention.
In the mid-market segment, Intuit is expanding its reach through AI-driven solutions like QuickBooks Online Advanced and the Intuit Enterprise Suite (IES). With an $89 billion total addressable market, Intuit is seeing strong adoption across industries such as construction, IT services, legal services, management consulting, finance, and insurance.
Notably, a financial services firm with five entities selected IES over competitors to streamline financial operations, marketing, and sales using AI-driven insights. Similarly, a large professional services and accounting firm migrated several clients to IES, demonstrating Intuit’s disruptive pricing and ease of use as a key differentiator.
Intuit, under CEO Sasan K. Goodarzi’s leadership, is also leveraging AI to enhance efficiency, speed, and cost-effectiveness for its customers while maintaining double-digit revenue growth and expanding margins.
By integrating AI-powered automation, Intuit has streamlined workflows, eliminating manual tasks while providing access to more than 12,000 AI-powered human experts.
Beyond customer-facing applications, Intuit is leveraging AI internally to enhance operational efficiency and workforce productivity. AI-driven automation has generated nearly $90 million in annualized efficiencies in the first half of the year by optimizing expert training, workforce operations, and data entry.
AI-powered automation has also contributed to a 20 percent reduction in customer support contact rates for TurboTax, as AI agents deliver more self-service solutions. Additionally, Intuit reports a 40 percent improvement in coding productivity through generative AI tools, accelerating innovation and product development.
Intuit’s AI-driven strategy continues to drive business growth, customer satisfaction, and internal efficiencies. By harnessing AI for automation, expert matching, customer engagement, and operational optimization, Intuit is positioning itself as a leader in the AI-powered financial technology space, setting new benchmarks for innovation and customer-centricity.
Baburajan Kizhakedath
