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Intuit

Redefining Perceptions About AI for Small Businesses

  • Financial Services
  • Advocacy Campaign
  • Content Strategy
  • Experiences

Goal

Intuit’s Global Public Affairs team partnered with NJI to educate policymakers, congressional staffers, policy influencers, and small business owners about the company’s role in helping small businesses boost productivity, cut costs, and make insightful financial decisions through a suite of responsible AI products.

Results

We implemented a global awareness campaign — including event activations, out-of-home installations, a custom landing page, and targeted paid media — that garnered over 7 million digital impressions. The campaign increased transparency and awareness of Intuit’s responsible AI by featuring small businesses that benefit from Intuit AI tools.

A person stands in front of an Intuit display booth with a colorful backdrop that reads, "Intuit is small business AI." The booth features various products and promotional materials. A sign next to the booth reads, "Intuit's AI tools make a big difference for small businesses.
A person with long hair interacts with a digital information kiosk displaying content about small businesses and responsible AI. The interface is vibrant with a blue screen, and the surroundings have soft, colorful backdrops and wooden frames.
An image of a display booth for Intuit with shelves filled with generic product containers. The text reads "Intuit is small business AI." Logos for TurboTax, Credit Karma, QuickBooks, and MailChimp are listed on the right. A silhouette of a person is visible for scale.
An infographic from Intuit titled "Intuit is responsible AI" features a gradient background with three icons and descriptions illustrating AI innovation for small businesses, responsible AI, and customers. Logos of TurboTax, Credit Karma, QuickBooks, and Mailchimp are shown.

7.4M+

Digital Impressions

19K+

In-Person Impressions

10K+

In-Person Engagements
A blue booth at a trade show labeled "INTUIT," featuring the logos "Turbotax," "Creditkarma," "Quickbooks," and "Mailchimp." The booth has glass windows, potted plants, small white tables and chairs, and promotional materials displayed inside.
A trade show booth for Intuit, promoting QuickBooks and Mailchimp. The booth features a long counter with stools, various display screens, and promotional materials. The backdrop has the slogan "Powering more than 10M small businesses across the globe.
A storefront with a vibrant blue sign that reads "Intuit Small Business Hub." The window displays feature logos of Intuit services: Turbotax, Creditkarma, Quickbooks, and Mailchimp. Two outlined figures, a woman, and a man, stand near the entrance. Text on the right says, "Let's get into... Supporting UK SMBs Intuit.

Strategy

We engaged and educated policymakers on Intuit’s role as a responsible leader in AI and a trusted voice for small businesses through a mix of in-person activations, paid media, and out of home (OOH) takeovers. Activation booths at POLITICO’s AI & Tech Summit in Washington, D.C. and the Labour Party Conference in Liverpool, U.K., coupled with OOH advertisements in high-traffic locations like the Capitol South Metro station in Washington D.C., enabled us to provide relatable, educational touchpoints to the policy community where they are.

A blue, cylindrical display at an event showcases a touchscreen labeled "Customers" with a sign highlighting Intuit's services, including TurboTax, Credit Karma, QuickBooks, and Mailchimp. Another sign reads, "Intuit’s AI tools make a big difference for small businesses.
A person is holding a box containing two pieces of soap with visible windows. More similar boxes are displayed in the background on a wooden surface with a green wall. The person appears to be examining or selecting a box.
A group of people are having a conversation at an exhibit booth with a colorful background displaying the text "Intuit is small business AI." Logos for TurboTax, Credit Karma, and QuickBooks are visible. Shelves with various items are in the background.
A person is interacting with a touchscreen display that has a message about Intuit's values. The display shows six principles: "Powering prosperity," "Accountability," "Enhancing human talent," "Transparency," "Fairness," and "Privacy and security.
A pair of hands is holding a colorful beaded necklace. The necklace, made up of large, round beads in various bright colors, is displayed on a clear bust. In the background, there are other beaded necklaces in different colors on similar clear busts.
A hand is holding a white tote bag with the text "THANK YOU THANK YOU THANK YOU THANK YOU" and the Intuit logo on it. Behind the bag is a blue booklet featuring a smiling person and the text "Intuit is small business AI." The background has a gradient color effect.
A blue background with white text on the left reads, "Intuit is small business AI." On the right, there are two photos: one of a smiling man wearing glasses playing a guitar outdoors, and another of a smiling woman with long hair and a nose ring indoors.
Image of a blue water bottle with several stickers on it. The stickers feature designs like "Shop Small," "Intuit," and a steam-emitting coffee cup icon, along with a shopping bag graphic reading "Powered by AI." The background is a gradient of blue and green.
A spiral of digital paper showcasing statistics about Intuit's use of AI to assist small businesses. Highlighted stats include 810,000,000 machine-learning interactions annually and 65,000,000 AI models in production daily. Intuit's social media handles are displayed at the top.
A visually-stylized image featuring multiple instances of a blue gradient background with white text that reads "Intuit is responsible AI" along with paragraphs detailing their commitment to helping customers make informed financial decisions using AI. The Intuit logo is at the bottom.
A person walks by an advertisement in a subway station. The ad has text about the importance of AI for small businesses and features images of two people, Joseph and Brittany Wight, co-founders of Wright Tea Company. The ad promotes Intuit services.
Commuters walk through a subway station with an advertisement banner above and on pillars. The large banner reads "Intuit is small business AI" and lists products like TurboTax, Credit Karma, QuickBooks, and Mailchimp.
A series of Intuit ads are displayed in a curved, underground metro tunnel. The main ad reads, "Leveling the playing field for small businesses." Intuit's logo and product names—TurboTax, Credit Karma, QuickBooks, and Mailchimp—are featured at the bottom.
A textured floor with blue banners displaying business-related text. Prominent phrases include "Intuit is small business," "We’re helping small businesses beat the odds," and mentions of various Intuit services like Mailchimp, Credit Karma, and QuickBooks.
A man in formal attire walks down a tiled hallway in a subway station, passing beneath an escalator. Overhead, a large banner hangs on the wall, displaying the text "Intuit is small business AI" with logos of associated brands like Turbotax, Credit Karma, QuickBooks, and Mailchimp.

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