Update: This article has been revised to correct inaccuracies in quoted material from the Intuit Connect 2024 fireside chat with CEO Sasan Goodarzi.
Intuit Connect 2024 began with a highly anticipated fireside chat featuring Intuit CEO Sasan Goodarzi and Chief Commercial Officer Greg Johnson. The keynote was marked by Goodarzi’s apology for the recent "Tax Breakup" ad campaign that sparked considerable backlash from accountants and professional organizations, such as the National Association of Tax Professionals (NATP). In the ad, comedian Adam DeVine encouraged taxpayers to “break up” with their accountants in favor of TurboTax Live, a message seen as dismissive of the essential client-accountant relationship.
Goodarzi’s apology was direct but left some attendees skeptical. “And listen, when we make a mistake, we're gonna own up to it,” he said, announcing that the ad would be fully withdrawn by the end of October. However, many in the audience questioned whether this gesture was simply reactive or a genuine acknowledgment of accountants' value. Intuit’s initial response to the NATP’s concerns had already prompted the company to reassess its messaging, yet the lasting impact on Intuit’s relationship with accountants remains unclear.
Beyond the apology, Goodarzi highlighted Intuit’s commitment to accountants as “essential partners” in the company’s mission to "power prosperity." Drawing on personal anecdotes, he described the positive role an accountant played in his family’s business during tough times. Goodarzi emphasized Intuit's commitment to empowering accountants, positioning them as critical partners in the company’s mission to 'power prosperity. However, some audience members remained unconvinced, perceiving the CEO’s statements as more rhetoric than reality.
Goodarzi outlined Intuit’s vision of using AI to complement, rather than replace, the accountant’s role. The company’s recent $1 billion investment in AI infrastructure, he claimed, will enable “done-for-you” automation that liberates accountants from repetitive tasks. Streamlined tools for payroll, invoicing, and cash flow management were promised to allow accountants to focus on higher-value advisory roles. Despite these assurances, some accountants are taking a wait-and-see approach, concerned that automation might ultimately undermine their roles rather than support them.
Goodarzi and Johnson introduced upcoming AI-driven tools they said would keep accountants in control by automating tedious tasks like data entry and transaction categorization. Goodarzi noted that the goal is to deepen client relationships through data-driven insights and portrayed technology as a support rather than a replacement, "Yet, some attendees wondered if these AI advancements would eventually shift too much of the client relationship management away from accountants.
During the keynote, Intuit previewed several new tools, including integrations aimed at streamlining the “quote-to-cash” process and improving cash flow visibility. These tools, they claimed, will help accountants transition into strategic, advisory-focused roles. Attendees will have opportunities this week to explore these features in hands-on sessions; however, the question of whether these tools will genuinely empower accountants or encroach upon their roles remains on the minds of many.
Goodarzi emphasized Intuit’s commitment to listening to accountants and adapting based on their feedback. “Our focus is still serving consumers with you, better experience, the best price, but we learn from it. And thank you for your feedback as I've spoken to some of you. I've replied to many emails. And I just want you to know sometimes, although you may not feel like it, I'm on your side.” he said. Nevertheless, some attendees left with reservations, wondering if this year’s promises will lead to meaningful changes or fade as the conference ends.
Intuit’s leaders are hopeful that their increased AI investment and a spirit of partnership will resonate with accountants. Still, some professionals are cautious, noting that similar promises have been made in the past. As Intuit Connect 2024 continues with sessions, workshops, and networking opportunities, many attendees will be watching closely to see if the company’s new direction aligns with their needs — or if the skepticism voiced at the opening keynote proves warranted.
The agenda for Intuit Connect includes deeper dives into AI and automation, featuring sessions on practical applications of Intuit’s tools, networking events, and live demonstrations of features intended to help accountants enhance their client services. For now, though, some attendees remain reserved, approaching these offerings with a cautious optimism and a dose of skepticism.
Goodarzi’s apology may have set a hopeful tone, but it’s clear that many in the audience are not yet convinced of Intuit’s long-term commitment to supporting accountants. This year’s conference might offer Intuit a chance to demonstrate its dedication to genuine collaboration — but it’s up to them to turn words into lasting, impactful actions.