{"id":7234,"date":"2022-07-11T22:45:49","date_gmt":"2022-07-12T05:45:49","guid":{"rendered":"https:\/\/intuitblog.com\/?p=7234"},"modified":"2025-11-10T11:35:29","modified_gmt":"2025-11-10T19:35:29","slug":"how-intuit-is-leveraging-ai-to-enhance-customer-experience","status":"publish","type":"post","link":"https:\/\/www.intuit.com\/blog\/global-stories\/how-intuit-is-leveraging-ai-to-enhance-customer-experience\/","title":{"rendered":"How Intuit is leveraging AI to enhance customer experience"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In recent times, technology has paved the way for disruption and transformation in the financial services industry in India. Advancements within the fintech space have fostered innovation and powered fintech companies like Intuit to deliver best-in-class customer solutions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a global technology platform company, <\/span><span style=\"font-weight: 400;\">Intuit<\/span><span style=\"font-weight: 400;\"> helps customers and communities overcome their most important financial challenges. The company serves millions of customers worldwide with cutting-edge technology products like TurboTax, QuickBooks, and Mailchimp, among others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We have numerous stories of engineers solving complex challenges that result in incredible benefits to Intuit customers. Our engineers from various disciplines, titles, global locations, and backgrounds speak of their career trajectories at Intuit and how they unlock financial challenges for millions of people.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Analytics India Magazine (AIM) in conversation with <\/span><a href=\"https:\/\/in.linkedin.com\/in\/radhika-kannan-5b748317\" target=\"_blank\"><span style=\"font-weight: 400;\">Radhika Kannan<\/span><\/a><span style=\"font-weight: 400;\">, Staff Technical Program Manager for AI at Intuit, discussed how the company is using AI to enhance customer experience. \u201cWe believe that everyone needs to have the opportunity to thrive and we never stop working to find innovative ways to make that possible,\u201d Radhika said.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kannan adds that Intuit\u2019s biggest USP is its strategy of being an<\/span><i><span style=\"font-weight: 400;\"> AI-driven expert platform,<\/span><\/i><span style=\"font-weight: 400;\"> solving problems with a customer and platform-focused mindset.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAI helps our customers work better and smarter because we can predict, automate and personalize their experience. Powered by data, this integrated products, and services platform is accelerating our speed of innovation,\u201d said Kannan. She said that using AI technologies, some of the applications they are working on include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leveraging ML to build decision engines and algorithms that learn from rich datasets to transform user experiences (UX)\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Applying knowledge engineering to turn compliance rules into code<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using natural language processing to revolutionize how customers interact with products and services\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cWe believe our AI-driven expert platform will revolutionize experiences for customers and help people make the right financial decisions for themselves, their businesses, as well as their families. People across the world will be able to instantly access the skills, insights, and expert advice they need, while at the same time experts will gain access to new clients they wouldn\u2019t reach otherwise,\u201d said Kannan.\u00a0<\/span><\/p>\n<p><b>Overcoming challenges in AI<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u201cOne of the biggest challenges currently prevailing in the industry is properly structuring and architecting data so that AI can be applied and implemented easily,\u201d said Kannan. She said that includes making sure that there is a clean pipeline of data processing and accessibility of data in real-time so that you can provide actionable insights to users.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, Kannan said that in an ever-changing privacy regulation landscape, companies would need to make it easy for end customers to understand how their data could be used, alongside giving them the freedom to select who they trust with that data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like many big data players, <\/span><span style=\"font-weight: 400;\">Intuit<\/span><span style=\"font-weight: 400;\"> stores copies of unstructured and structured data in a large enterprise data lake. Kannan said that the data lake is important to Intuit\u2019s AI-centric strategy, as data analysts and data scientists tap into this rich data set to build machine learning models and gain insights to deliver personalized customer experiences with their products and services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She said that this data is managed according to a strict set of \u2018Data Stewardship Principles\u2019 that govern the complete lifecycle of data. \u201cThese Data Stewardship Principles are working on changing the data culture at Intuit, enabling us to have well-designed, domain-driven data to start building AI,\u201d added Kannan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, she said that setting up the initial strategy and investment in AI as a strategic priority can be a barrier for some businesses. \u201cOften, a compelling business case needs to be developed. In some situations, that business case may need to be based on data that is not available yet because the new product is not yet in production,\u201d said Kannan, saying that it becomes the classic \u2018chicken-and-egg problem.\u2019\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She adds that this is the reason it\u2019s important to document the assumptions in a business case and the assumptions about AI. To solve this hassle, the team at <\/span><span style=\"font-weight: 400;\">Intuit<\/span><span style=\"font-weight: 400;\"> has created a core set of innovation and design thinking methodologies, known as \u2018customer-driven innovation\u2019 and \u2018design for delight\u2019 that encompasses these and related issues. \u201cThe key in both of these approaches is making sure we obsess about falling in love with the customer problems and not our solutions. By keeping this focus, we continue to remain nimble and flexible in seeking new, innovative solutions to evolving customer problems,\u201d said Kannan.<\/span><\/p>\n<p><b>Carving a niche<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Kannan said that at Intuit, they\u2019re focused on powering prosperity for their 100 million customers through AI. This includes:<\/span><\/p>\n<ul>\n<li><i><span style=\"font-weight: 400;\">Financial insights, benchmarks, cash flow forecasts, and advice<\/span><\/i><span style=\"font-weight: 400;\"> \u2013 actionable insights for QuickBooks Advanced (QBO-Adv) customers and cash flow advice to help businesses understand where they are<\/span><\/li>\n<li><i><span style=\"font-weight: 400;\">Clean, organized data<\/span><\/i><span style=\"font-weight: 400;\"> \u2013 real-time feedback-driven system for transaction understanding enabling insights in the customers\u2019 first session<\/span><\/li>\n<li><i><span style=\"font-weight: 400;\">Connect with an expert<\/span><\/i><span style=\"font-weight: 400;\"> \u2013 context-aware digital experts in QuickBooks and TurboTax to help customers proactively, matchmaking for live offerings<\/span><\/li>\n<li><i><span style=\"font-weight: 400;\">Expert augmentation<\/span><\/i><span style=\"font-weight: 400;\"> \u2013 bringing ML intelligence and recommendations to experts<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Intuit AI and analytics team members regularly participate in premier international forums like KDD (Knowledge Discovery and Data Mining) to share their ideas, research results, and experiences via presentations, workshops, and demonstrations.<\/span><\/p>\n<p><b>Intuit\u2019s product portfolio<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Kannan said that across their platform, they had put the power of technology and data on the side of their customers. \u201cOur product delivers simple, delightful solutions across the full range of our customers\u2019 financial lives \u2013 and we are proud that millions of people worldwide turn to Intuit to make the most of their money,\u201d she added.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s the list of products developed by Intuit &#8211;<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> TurboTax takes the complexity out of the tax code, helping users get the maximum refund they deserve.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> QuickBooks helps small businesses manage their books, get paid fast, manage capital, and pay employees with confidence.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Finally, Mailchimp provides an all-in-one marketing platform that empowers customers to start and grow their businesses by helping customers get their business online, market their business, and manage customer relationships.<\/span><\/li>\n<\/ul>\n<p><b>Tech stack<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Kannan said at Intuit, analysts glean insights from customer data available across the ecosystem, and AI teams focus on building customer experiences driven by machine learning, knowledge engineering, and natural language processing, delivering personalized, automated, and insightful products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Further, she said that the team combines AI with human expertise to innovate and deliver unimaginable benefits for our customers along with areas such as:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Protecting customers from financial loss<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Building personalized smart products with AI-based predictions, recommendations, insights, and workflow automation that are ethical, explainable, engaging, and fair<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Inspiring trust in human expertise and AI-driven insights<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The team also focuses on creating reusable self-service AI capabilities to help scale quickly across the company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kannan said that they currently have AWS infrastructure support, including EMR notebooks that can run distributed workloads for large datasets with sizes of the order of TBs, and Sagemaker notebooks having CPU and GPU capabilities that can scale according to needs, Databricks, etc. Besides this experimentation infrastructure, Intuit also has its own internally developed frameworks to help abstract the infrastructure details from data scientists.\u00a0<\/span><\/p>\n<p><b>Future roadmap<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAs we build our AI-driven expert platform, we prioritize our resources on five top priorities, or Big Bets, across the company,\u201d informed Kannan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She said these five key priority areas go after the biggest customer problems and are the largest growth opportunities for the company. These include revolutionizing speed to benefit, connecting people to experts, unlocking smart money decisions, being the center of small business (SMB) growth, and disrupting the small business mid-market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to this, Intuit has also charted out some Bold Goals for 2025, including doubling household savings rate and improving SMB success rate greater than 10 points versus the industry, and increasing their customers to 200 million, alongside accelerating their revenue growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Intuit, we\u2019re passionate about ensuring that everyone has the opportunity to prosper. If you\u2019re looking for a way to create innovative solutions while helping the world, we\u2019re always looking for great talent to join us at Intuit. Visit our <\/span><a href=\"https:\/\/www.intuit.com\/careers\/\" target=\"_blank\"><span style=\"font-weight: 400;\">careers website<\/span><\/a><span style=\"font-weight: 400;\"> to learn more and apply for open roles<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">(Originally <\/span><\/i><a href=\"https:\/\/analyticsindiamag.com\/intuits-radhika-kannan-on-how-the-company-is-leveraging-ai-to-enhance-customer-experience\/\" target=\"_blank\"><i><span style=\"font-weight: 400;\">published<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> by Analytics India Magazine)<\/span><\/i><\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In recent times, technology has paved the way for disruption and transformation in the financial services industry in India. Advancements within the fintech space have fostered innovation and powered fintech companies like Intuit to deliver best-in-class customer solutions. As a global technology platform company, Intuit helps customers and communities overcome their most important financial challenges.<\/p>\n","protected":false},"author":151418116,"featured_media":7235,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rkv_browse_by_id":0,"rkv_cta_id":0,"rkv_optimize_for_pagespeed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"useModifiedDate":false,"customPublishDate":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[237495965,237496058],"tags":[237495715,1454,21818323,237495565,40978],"intuit_collection":[],"intuit_series":[],"coauthors":[1399],"class_list":["post-7234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-stories","category-india","tag-ai","tag-artificial-intelligence","tag-data-science","tag-intuit-india","tag-machine-learning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Intuit is leveraging AI to enhance customer experience - Intuit Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intuit.com\/blog\/global-stories\/how-intuit-is-leveraging-ai-to-enhance-customer-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Intuit is leveraging AI to enhance customer experience - Intuit Blog\" \/>\n<meta property=\"og:description\" content=\"In recent times, technology has paved the way for disruption and transformation in the financial services industry in India. 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