Intuit has launched Intuit Assist, a Generative AI-powered financial assistant that uses contextual data to offer personalized recommendations to small businesses and consumers. Generative AI is a computer program that creates content, such as stories, art, or music. It learns from examples and produces similar outputs using text, images, or music datasets. Intuit Assist also integrates with CreditKarma, another Intuit software, to offer businesses insights into optimal investment opportunities. Intuit claims that Intuit Assist can address tax, accounting, cash flow, personal finance, and marketing needs while adhering to data privacy and security standards. Patrick Moorhead, CEO of Moor Insights & Strategy, praised Intuit's ability to leverage extensive data across small business, tax, and consumer finance sectors to provide accurate and personalized AI-driven experiences at scale.