Intuit signed a multi-year contract exceeding $100 million with OpenAI for app integration into ChatGPT, expanding AI model use across products.
Intuit’s tools, including TurboTax, Credit Karma, QuickBooks, and Mailchimp, will be accessible via ChatGPT. Users can ask questions and complete tasks such as estimating tax refunds, reviewing credit options, or managing business finances. Additionally, users will review credit cards, personal loans, and mortgages through these integrated tools. With user permission, apps access financial data to generate responses and accomplish tasks like sending marketing messages or issuing invoice reminders.
This agreement reflects a broader industry trend of technology and financial firms adopting large language models in consumer and business software. OpenAI enabled app building via ChatGPT in October, with early participants including Booking.com, Expedia, and Spotify.
Intuit’s integration differs from existing ChatGPT apps due to its direct influence on financial decisions. This raises concerns regarding the reliability of AI systems, which can produce incorrect outputs. Intuit employs multiple validation methods and uses large domain-specific datasets to minimize errors or “hallucinated” responses, Bruce Chan, an Intuit spokesperson, told TechCrunch.
Chan stated, “When our AI provides an answer or gives guidance to a customer, it’s drawing on the deep expertise that Intuit has developed over many years, plus the data that gives us a 360-degree view of the customer.” He added, “This helps make sure the answer given is relevant and grounded in the customer’s own data, and reflects Intuit’s years of domain expertise.”
Intuit maintains its accuracy guarantees for products, including TurboTax, but did not specify accountability for AI-generated error recommendations. Intuit has expanded its AI use in recent years, leveraging its extensive data infrastructure. In 2023, the company introduced Intuit Assist, an AI assistant spanning its products.
The partnership expands Intuit’s use of OpenAI’s models overall. Intuit already utilizes OpenAI models alongside other commercial and open-source large language models. The partnership grants Intuit access to new audiences through ChatGPT, establishing an additional distribution channel for its small-business and consumer finance tools. Chan stated, “This partnership will deepen Intuit’s use of OpenAI’s frontier models, which will help power select AI agents across Intuit’s platform.” The deal also covers Intuit’s continued use of ChatGPT Enterprise, deployed internally to support employee workflows.
