Intuit Assist Launch Campaign
The Line
Our AI-powered future is here.
Let's get into it.
Intuit had already planted a flag in AI. Intuit Assist was the generative leap — one AI-powered financial assistant across TurboTax, Credit Karma, QuickBooks, and Mailchimp. My job was the message: a launch line that could clear dozens of approvers, hold three audiences at once, and try to get a wary audience past its misgivings about AI. I wrote hundreds of lines to land on one.
Intuit Assist launched to 88 media stories in its first month, reaching an audience of 737 million. Coverage ran in Reuters, Barron's, Fast Company, Inc. and more.
The Assignment
Intuit wasn’t new to artificial intelligence—they’d been heavily investing in AI, natural language processing (NLP) and machine learning (ML) for a decade. But Intuit Assist was a stake in the ground for generative AI, a cross-product assistant that would change how the company talked about itself. Before I could write a word, I had to understand how Assist actually worked across four products, how it came to life for a user, and how it reshaped the company narrative.
For the launch of Intuit Assist, we were focused on three target audiences: the general population, our investors, and our own employees. We had plenty of data and insights about investors and employees, but at this point, the tech was just breaking through with the general population.
So we ran focus groups about how different segments of the population felt about AI, and the findings set the guardrails. The focus groups were united on one thing: people were wary, not resistant. The fear wasn't AI itself but being replaced by it and losing control of their own money. Questions and prompts that sounded like AI taking over triggered distrust, and every one that sounded like a tool in their hands earned trust. Watching the focus groups, I felt that the language had to include people in the future rather than automate them out of it—something with “our” or "let's" that created an invitation instead of a promise.
The Work
Consumers needed reassurance. Investors needed inevitability. Employees needed to feel included, not forced along. Most launch lines pick one audience and lose the others, but this one couldn't. I wrote hundreds of lines, alongside the site copy, social, and rollout assets that had to ladder up to whatever won.
From the cutting-room floor
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1% inspiration. 99% generation. 100% confidence.
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Generating: prosperity.
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You'll never meet your new financial assistant.
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With the right Assist, your finances can fuel your dreams.
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I'm a genie in a model
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Makes work feel like less work
We narrowed to three finalists that were close:
Our AI-powered future is here. Let’s get into it.
Powering prosperity with generative AI.
Let’s get into it.
Our AI-powered future starts now. Let’s get into it.
Then we pressure-tested them through an approval process that involved many stakeholders. The line that survived did the three-audience job through a few deliberate moves: "our" put Intuit inside the collective; "the future is here" framed AI passively as inevitable and optimistic without implying it was being forced on anyone; and the tagline, "Let's get into it," closed on an invitation, not a pitch — a collective step forward instead of a hard sell.
Beyond the Line
A launch this size isn't one line. I wrote copy across the rollout, and helped nail the storyboard and the message for the launch ad. There was a full launch event for the public and employees with its own body of copy I won't unpack here. On launch day, I was in the office at 5 AM in a war room, shipping and adjusting as it went live to the public and to the company at once.
The Results
Intuit Assist launched on Intuit Innovation Day and became one of the company's most-covered announcements. In the first month it drew 88 unique media stories — Reuters, Barron's, Fast Company, Inc., Fortune, TechCrunch, Forbes, CNBC and more — reaching a combined audience of 737 million and breaking through in a crowded generative-AI news cycle. The social campaign passed 4.8 million impressions; the Intuit Assist page drew ~60,000 visits; and it landed on the NASDAQ tower in Times Square. Internally, more than half of the all-hands Q&A questions were about Assist — the launch became the story of the company that quarter.
88 Stories · 737M Reached
Reuters, Barron's, Fast Company, Inc., Fortune,TechCrunch, Forbes, CNBC—and Times Square.
4.8M campaign impressions · ~60K page visits