At Intuit, our mission is clear: to power prosperity around the world and to help customers and communities overcome their most pressing financial challenges. For us, helping our customers succeed is personal. Whether managing personal finances, filing taxes, or growing a business, each interaction is an opportunity to fuel the prosperity of our customers through a deep understanding of their data and their individual needs.
This is particularly true for the small businesses we support. These businesses are the lifeblood of local communities and the economic engines of nations, yet more than half don’t survive beyond their fifth year.
That’s why we’re dedicated to evening the odds for small business owners with artificial intelligence (AI) by unlocking the power of their data—which has long been a game-changer for large corporations.
AI: a game-changer for small businesses
AI can provide critical, personalized, data-driven insights, helping small business owners quickly assess their financial health, secure loans, or plan expansions. QuickBooks Cash Flow Planner, for instance, uses cutting-edge AI forecasting to make timely cash flow predictions and identify key patterns. These insights give small businesses the visibility they need to make informed financial decisions, including where and how to invest their limited resources.
In Mailchimp, we’re using AI to help businesses generate relevant marketing at scale. With just a few clicks, our AI tools can draft custom emails, adjust the tone, text, and images, and even optimize campaigns. And all along the way, the customer is in control of the experience – free to accept, reject, or modify any campaign suggestion until it is just right. This not only creates personalized experiences but also boosts revenue, with some businesses seeing a 60% increase in engagement when these features are used.
According to our 2025 Small Business Index Annual Report, small businesses using AI and digital tools are nearly twice as likely to report revenue growth, and more than two-thirds see significant productivity gains. When you combine that tooling with relevant, impactful uses of their data, you strengthen their chances for success.
Driving innovation with trust and confidence
Small businesses and their customers expect products and services that understand and anticipate their needs. 88% of small business marketers say customer expectations are at an all-time high, yet roughly 70% lack data-driven recommendations to improve performance. The race to deliver personalized experiences must not come at the cost of trust.
As stewards of our customers’ data, we see strong privacy and data protections as an essential part of our value proposition, not just a compliance requirement. Our customers need to know their data is used responsibly and ethically, so they can make decisions with complete confidence.
Our commitment to privacy and data stewardship
This belief fuels our company’s culture and drives every aspect of our product development processes and procedures:
Privacy by Design – we integrate privacy into our system development lifecycle, design policies, and business practices, ensuring data protection is integral to our AI solutions.
Transparency – we continually work to build trust with our customers by explaining how we use data in our products and services, including clear explanations of our AI-powered features.
Customer Empowerment – we equip individuals with the tools and resources to empower them to make well-informed choices regarding the use of their data.
Responsible AI – we follow a thoughtful, accountable approach to ensure the responsible use of AI across our platform.
Why privacy matters more than ever
Consumers are becoming more aware of the value of their personal information and are more selective about who they trust. This shift is driven by a desire for oversight, transparency, and security. The global regulatory landscape is also evolving rapidly, with new laws setting standards for data protection in the age of AI.
At Intuit, we know it is a privilege to be entrusted with our customers’ data, and we work every day to create the most impactful, innovative, done-for-you experiences across our platform. Our strong commitment to data privacy, security, and responsible AI governance is essential to this mission. When companies prioritize privacy and the care of their customer data, they open the door to amazing, relevant customer experiences that power success.
For that reason, we use industry-leading technology and practices to safeguard customer data and protect privacy, adhering to responsible AI principles that guide our operations and scaling efforts.
Driving data stewardship and responsible innovation
As Intuit’s Chief Privacy Officer, it’s my honor to lead a cross-organizational team where data stewardship, privacy, and security are fundamental to our values. This ensures that our innovations not only improve the financial lives of everyone—from the small business on Main Street to the online entrepreneur—but do so with the highest standards of trust and integrity.
Innovation is crucial, and it is accelerated by a commitment to privacy and security. When developers have clear guidelines and safeguards, they can focus on creating delightful and impactful experiences without compromise.
At Intuit, we believe that innovation and privacy go hand in hand. By embedding strong data protections and ethical AI practices, we’re not just building better products; we’re building a better future for our customers and communities.