AI, Advisory & Future of Accounting: Intuit’s 2025 Tech Survey

Accounting firms are navigating economic headwinds with a growing focus on strategic innovation, according to new findings from the 2025 Intuit QuickBooks Accountant Technology Survey.   

Based on responses from 700 U.S. accounting professionals, the report highlights how firms are evolving. Many are shifting away from time-consuming compliance work and toward high-value advisory services, supported by advancing technologies like AI and automation.

AI and automation gain momentum 

While average tech budgets have tightened slightly, AI remains a top priority. The report shows that 64% of firms intend to invest in or enhance their AI capabilities over the next year. This continues a multi-year upward trend from 57% in 2024 and 48% in 2023.  

Automation is already a fixture in most firms, with 95% reporting that they’ve streamlined at least one operational function. This includes payroll, invoicing, and data entry. AI’s role is expanding too, with 93% of respondents leveraging it to support their strategic business advisory role for clients.  

Respondents noted that these tools are doing more than just saving time. They are also driving up accuracy (98%), efficiency (97%), and client service quality (95%). Daily engagement with AI is increasing as well, with 46% of firms using it every day. This is almost twice the adoption rate seen among small businesses (28%).  

Over 80% of respondents said their firms are either in the process of building or have already built proprietary AI solutions tailored to their operations. This growing investment in custom tools points to a deeper level of technology integration across the profession. 

Advisory services are on the rise 

Strategic advisory work is gaining ground. According to the survey, 79% of accountants expect this area of their practice to grow in the next year, with an average projected increase of 38%.  

That growth is accompanied by optimism. Among those anticipating expansion, 94% expect revenue gains, 89% anticipate adding clients, and 81% foresee increased job satisfaction. A significant number also believe that advisory services will help deepen client relationships.  

The catalyst behind this transition is technology. With 95% of respondents indicating that automation has reduced the time they spend on compliance tasks, many are redirecting their efforts toward more consultative roles that involve strategic planning, real-time analytics, and proactive client communication.

Dan Luthi, partner at Ignite Spot Accounting Services, captured the sentiment well: 

“AI isn’t taking over our jobs. It’s giving us more room to do the work that matters. It’s here to remove the things that slow us down.” 

Too much tech, too many tools 

Despite widespread enthusiasm for digital tools, firms are running into friction when managing them. On average, firms are using eight different applications to handle core operations. This tool overload has introduced several complications, such as elevated software costs (44%), inefficient manual entry (41%), difficulties with integration (41%), and extended training times (33%).  

A notable 66% of accountants say they frequently feel overwhelmed by the volume and complexity of their firm’s technology. This has coincided with a modest drop in projected tech spending, down to $20,000 this year from $24,000 in 2024.  

At the same time, there is strong agreement on what could help. Nearly all respondents (98%) see clear benefits in consolidating technology through standardized platforms. In fact, 61% said they would consider ending client relationships if those clients resist adopting essential digital tools. 

Talent remains a pressure point 

Hiring remains a challenge, though signs of progress are emerging. Eighty percent of firms still report difficulties in finding experienced professionals. However, that figure is down 14 percentage points from last year.  

To fill the gap, firms are placing more emphasis on hiring candidates with technology skills and investing in employee training. Still, only 28% believe their training programs fully meet the needs of today’s technology landscape. This highlights an area where further attention is needed. 

Key takeaways 

This survey reveals several important themes that accounting professionals should consider as they plan for the year ahead: 

• AI and automation are becoming foundational. With 64% of firms planning to increase investment in AI and 95% already automating at least one function, technology is not a just a future trend, but it’s a current driver of efficiency and service quality. 

• Strategic advisory work is expanding. Nearly 8 in 10 accountants expect this part of their business to grow, with most anticipating higher revenue, more clients, and stronger satisfaction. 

• Tech overload is a growing concern. Despite strong adoption, using an average of eight different apps has introduced challenges. Standardizing and simplifying tech stacks will be critical. 

• Talent development must catch up. While hiring challenges have eased slightly, gaps remain in training programs, especially around emerging tech skills.  

Simon Williams, Vice President of Accountant Solutions at Intuit, summed it up best: 

“AI is unlocking powerful efficiencies, but it’s the combination of smart technology and skilled professionals that drives impact.”

This article was generated by AI and reviewed and edited by a human.