Intuit's AI Leadership Conference
The Line
AI isn't waiting. Neither are we.
The Intuit Leadership Conference brings the company's leaders together once a year. In 2025, the subject was leading in the age of AI, and the copy had to sound like the people it was written for: urgent, declarative, certain. We also wanted to leave room for warmth, and a few puns. The job was finding both in one voice.
It scored an NPS of 98, the event's highest in seven years.
The Assignment
ILC exists to rally Intuit's leaders around a shared purpose. In 2025, that purpose was AI: how to lead through it, and how to lead with it. Attendees needed to leave galvanized, aligned and ready to challenge their own assumptions. That called for copy with altitude. Assertive, direct, no hedging.
The Tone
The conference ran on two registers. The first was declarative. Short, confident lines that stated the stakes. The second was warmer, for the moments between sessions.
DECLARATIVE
AI isn't waiting. Neither are we.
AI is the catalyst. We're the change.
Building the future at the speed of AI.
WARM
Hey there, dream team.
Keeping our AI on the future.
Leave your baggage behind. (For the next few hours.)
The two registers share the same confidence. Even the jokes are declarative, and none of them undercut the stakes. The coat check sign is the best example: a pun on luggage that also carries the conference's actual goal. Leaving your baggage behind is what challenging your assumptions looks like.
The Space
We balanced the intensity of the topic with places to breathe: an evening experience, lounges, and The Perch Café, which featured Intuit's small-business customers. The copy in those spaces relaxed with them, down to the bar sign — "Raise a glass. The bars open at 6 PM." — while staying recognizably part of the same event.
The Result
The post-event debrief called the visual identity and branding premium, and "the perfect amount" for the space.
98 NPS
Up from 88, and the highest in the seven years.
76 NPS
"I understand my role as a leader to help Intuit win in the era of AI."