
How Intuit killed the chatbot crutch – and built an agentic AI playbook you can copy
Want smarter insights in your inbox? Sign up for our weekly newsletters to get only what matters to enterprise AI, data, and security leaders. Subscribe Now In the frenzied land rush for generative AI that followed ChatGPT’s debut, the mandate from Intuit’s CEO was clear: ship the company’s largest, most shocking AI-driven launch by Sept. 2023. Responding with blazing speed, the $200 billion company behind QuickBooks, TurboTax, and Mailchimp, delivered Intuit Assist. It was a classic first attempt: a chat-style assistant bolted onto the side of its applications, designed to prove Intuit was on the cutting edge. It was supposed to be a game-changer. Instead, it flopped. “When you take a beautiful, well-designed user interface and you simply plop human-like chat on the side, that doesn’t necessarily make it better,” Alex Balazs, Intuit’s Chief Technology Officer, told VentureBeat. AI Scaling Hits Its Limits Power caps, rising token costs, and inference delays are reshaping enterprise AI. Join our exclusive salon to discover how top teams are: Secure your spot to stay ahead: https://bit.ly/4mwGngO The failed launch plunged the company into what Dave Talach, SVP of the QuickBooks team, calls the “trough of disillusionment.” The chatbot took up valuable screen space and created confusion. “There was a blinking cursor. We almost put a cognitive burden on people, like, what can it do? Can I trust it?” Talach recalls. The pressure was palpable; he had to present to Intuit’s Board of Directors to explain what went wrong and what the team had learned. What followed was not a minor course correction, but a grueling nine-month pivot to “burn the boats” and reinvent how the 40-year-old giant builds products. This is the inside story of how Intuit emerged with a real-world playbook for enterprise AI that other leaders can follow. How a split-screen observation