For Intuit QuickBooks, the AI message is tied closely to control. Buchbinder said small business owners do not want to hand over visibility into work that affects their money or future.
“We’re like the tech company that’s not leaving humans behind,” Buchbinder said.
That is the point of the campaign. Intuit QuickBooks wants owners to spend more time on the work they started the business to do, while AI and trusted experts help with the work around it.
