Writing about AI

Mentioning AI

As AI becomes increasingly integrated into everyday tools, explicitly calling out the tech behind everything will become redundant and‌ noisy. We want a user experience where intelligent help feels natural and expected, rather than something that needs to be constantly mentioned.

When you talk about AI or agents, don’t frame the technology as the benefit. Focus on what people can do because of the tech.

In marketing

If we're talking about agents in a context where no prior branding (Intuit Assist name or icon) has been shown, then tie the agent to Intuit’s brand or use the Intuit Assist icon. 

Example: “Intuit’s AI agents take automation a step further. AI agents proactively get things done for you in a fraction of the time, so you can focus on growing your business with confidence.”

Reach out to a marketing content designer for the latest AI messaging playbooks and legal guidance.

In product

Watch how often you use "AI", “agents,” and phrases like "powered by AI" throughout the product. You may be working on one flow or one part of a product, but a user journey could be littered with these empty phrases if we’re not mindful of the end-to-end experience.

Similarly, be specific when talking about “done for you” experiences. Only use “done for you” when it’s highly targeted and precise about what's being done for the customer and how. Otherwise, reserve these phrases for necessary legal disclosures or clearly defined educational contexts where transparency about the technology is essential. For more on this, see our principle for fostering transparency and trust.

Always check with your legal council and adhere to legal requirements regarding the disclosure of AI in our products. Beyond these essentials, we should strive for more subtle communication through visual design affordances, and keep the focus on function.

Style & formatting

Bold

Don’t use bold when writing about agents in body copy or other sentences.

The exception is in product headers, where you bold the discipline of the agent, but not the word “agent” itself.

Capitalization

When referring to a specific agent, capitalize the name in title case, including the word “agent.” When referring to agents more generally, don’t capitalize “agent.” 

A note about names

Intuit Assist is the umbrella brand covering all of our AI capabilities at Intuit. An AI agent is a type of experience that falls under that umbrella.

Agent naming is a formalized process requiring joint approval from marketing and design leadership. Don't apply the term 'agent' without completing a collaborative review process.

Pronouns

When talking about an agent to individual customers, you can use the possessive pronoun "your," as in “your Payroll Agent.” Using “your” fosters a sense of ownership and personalization when compared to the more generic "the [Job] agent." 

When talking about agents to accountants or more generally, it’s OK to forego “your” for “the” to avoid confusion over agent ownership.