Transform 2022: How Intuit accelerates AI at scale for personalized customer experiences

by | Jul 19, 2022 | Technology

We are excited to bring Transform 2022 back in-person July 19 and virtually July 20 – 28. Join AI and data leaders for insightful talks and exciting networking opportunities. Register today!

SAN FRANCISCO – Completing a customer’s purchase order correctly and answering requests, questions and comments of all types is difficult enough for an enterprise to do on an individual basis. Doing it millions of times a day seems impossible. But that’s what thousands of companies with online sales and marketing arms do on a 24/7 basis.

The capability to provide personalized experiences at scale is complicated. Doing this using unique models for each customer is even more so. However, using artificial intelligence (AI) and machine learning (ML) in the right instances can go a long way toward helping companies satisfy all their customers, Intuit CTO Marianna Tessel told the audience today at VentureBeat’s Transform 2022 conference here at the Palace Hotel.

Intuit has been able to accomplish this through accelerated – and sometimes uniquely built – AI, allowing its IT system to provide these benefits to customers and small businesses.

Categorizing data for AI at scale

“One of the things we’ve been doing a lot of lately is helping small businesses categorize their data,” Tessel said. “This helps us use what we call ‘AI at scale.’ We apply AI to a lot of our people, and it looks different in every case. We actually have 2 million AI models in production that are refreshed daily to achieve the level of categorization we need to be effective.”

Intuit started with one model years ago and kept adding data to it as more people became customers. This involves a lot of minutiae data that serve to define personalities. “For example, one person (who owns a gas station) may tend to use the term ‘gas’ and another station owner may use ‘fuel’ – it’s differences as small as that make these AI models personal that are used in our production,” Tessel said.

“Each one of our small business customers is unique and passionate about what they’re doing; they’re all individual snowflakes. They want to ca …

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