AI word list

OK to use. We also have human assistants, so specify what kind of assistant Intuit Assist is.

Avoid using this in product. “AI-powered” on some level implies that it's not AI. It also sounds like boasting. “AI assistant” conveys the same thing as “AI-powered assistant,” only more concisely. 

Exception: In customer-facing marketing and comms content, Intuit Assist is being defined as an “AI-powered business assistant” (marketing) and “GenAI-powered financial assistant” (comms). See also: AI assistant

Don’t use. This was the internal name for Intuit Assist, but we don’t use it anymore. Only use Intuit Assist.

Avoid jargon when possible. While there may be instances in the product where these terms need to be called out, customers are more interested in the benefits of technology, not the ins and outs. (This has been validated by a quant study.)

For more info, go to AP Stylebook guidelines on AI (must be on VPN).

Don’t use to describe Intuit Assist. The term “expert” is reserved for bookkeepers, accountants, CPAs, tax attorneys, or others with relevant credentials in our service areas. “Expert” implies that you’ll get advice that is certified in some way. This follows our general style guidance.

Instead, Intuit Assist refers to itself as an AI assistant or digital assistant. This also leaves space for the possibility of escalating the interaction to an actual (human) expert. See also: Workflows pattern; AI assistant, digital assistant

Use with caution when describing what Intuit Assist is. It can help with more than finances through the connection to Mailchimp.

Using generate is OK when talking about what Intuit Assist is doing. It’s broad and can context switch across experiences, and is simpatico with the industry-standard term for the technology.

For the processing state when Intuit Assist is processing data and generating an output, we use working. Don't use an ellipses (Generating... or Working...)—we want to reduce content density, and the ellipses doesn't add anything that the animated icon doesn't already do as far as visually showing a progress state.

See also: working, thinking

Capitalize as shown. Avoid jargon when possible. While there may be instances in the product where these terms need to be called out, customers are more interested in the benefits of technology, not the ins and outs. (This has been validated by a quant study.)

Use with caution. While this marketing phrase can be used to talk about Intuit Assist connecting customers to experts, it can come off unclear or as jargon.

Don't refer to the UI. You can talk about Intuit Assist and familiarize people with the icon without explicitly calling out the icon.

Per Intuit Brand, always write it out fully as Intuit Assist, no matter how many times it’s mentioned on the same screen. It’s never just “Assist” or "IA".

Avoid jargon when possible. While there may be instances in product where these terms need to be called out, customers are more interested in the benefits of technology, not the ins and outs. (This has been validated by a quant study.) See also: Terms to know

Be careful using customer-facing language that may contribute to the false impression that AI interfaces have factual knowledge or awareness.

Choose a different word until we have firm confirmation and proof that the LLM is taking feedback, iterating, and “learning.”

For more about language that attributes human characteristics to AI models, see the AP Stylebook chapter on AI (must be on VPN).

See also: working

Avoid jargon when possible. While there may be instances in product where these terms need to be called out, customers are more interested in the benefits of technology, not the ins and outs. (This has been validated by a quant study.)

For more info, go to AP Stylebook guidelines on AI (must be on VPN).

Don’t use. Recommending things can have legal consequences. Use suggestions instead.

Avoid this word when creating curated content for Intuit Assist experiences. Saying a customer “should” do something can constitute as advice and has legal ramifications. See also: suggestions, recommendations

Intuit Assist suggests—it doesn't recommend. Recommending things can have legal consequences.

Do not use to describe AI. AI doesn’t think—it’s not a sentient being. Intuit Assist doesn't think about an answer. It works to get the answer. Some other options: find, analyze, compare, search, compile, work. Whatever word you choose, make sure it’s technically true. See also: generate, working

Intuit Assist is singular and doesn’t speak on behalf of Intuit. Chat responses should use “I,” not “we.” See also: AI style principles

Use working to describe what Intuit Assist is doing when it’s finding an answer. Why? Working insinuates action and progress. Intuit Assist works on the customers' behalf to find a solution or an answer—it doesn’t just “think” about it.

For the state when Intuit Assist is processing data and generating an output, don't use an ellipses (Working...). We want to reduce content density, and the ellipses doesn't add anything that the animated icon doesn't already do as far as visually indicating a processing state.

Never use thinking to describe Intuit Assist. See also: think, thinking