Intuit signs $100M+ deal with OpenAI to bring its apps to ChatGPT

Intuit has entered into a multi-year agreement worth more than $100 million with OpenAI, allowing its tax and financial tools to operate within ChatGPT and extending its use of OpenAI’s models across its product ecosystem.

Through this integration, Intuit’s popular apps — including TurboTax, Credit Karma, QuickBooks, and Mailchimp — will become accessible within ChatGPT. Users will be able to ask questions and complete tasks such as estimating tax refunds, reviewing credit options, organising business finances, and more.

With user permission, Intuit’s apps can access personal financial data to generate personalised responses and automate tasks such as sending invoice reminders or managing marketing campaigns. Customers will also be able to compare credit cards, personal loans, and mortgage options from within ChatGPT.

The partnership reflects a broader shift across the tech and finance industries toward the use of large language models in consumer and enterprise software. In October, OpenAI introduced a way for developers to make their apps accessible inside ChatGPT. Early integrations included Booking.com, Expedia, Spotify, and several other major platforms.

Intuit’s integration, however, stands out because it will be used for actions that can directly impact financial decisions. This use case has raised concerns about accuracy and the potential for AI-generated misinformation.

To address this, Intuit employs extensive validation systems and domain-specific datasets to reduce errors and minimise the risk of misleading outputs, spokesperson Bruce Chan told TechCrunch.

“When our AI provides an answer or gives guidance to a customer, it’s drawing on the deep expertise that Intuit has developed over many years, plus the data that gives us a 360-degree view of the customer,” Chan explained. “This helps make sure the answer given is relevant and grounded in the customer’s own data, and reflects Intuit’s years of domain expertise.”

Intuit continues to offer accuracy guarantees across its tools, including TurboTax. However, the company did not clarify whether it or the customer would be responsible for errors stemming from AI-generated recommendations.

Over the past several years, Intuit has expanded its AI capabilities as part of a strategy that leverages its vast data infrastructure. In 2023, the company launched Intuit Assist, an AI assistant integrated across its major products.

The new deal also includes enhanced use of OpenAI’s models across Intuit’s broader business operations. Intuit says the partnership will help it reach new audiences through ChatGPT, adding another distribution channel for both consumer and small-business financial tools.

“This partnership will deepen Intuit’s use of OpenAI’s frontier models, which will help power select AI agents across Intuit’s platform,” Chan added.

The agreement further includes Intuit’s ongoing use of ChatGPT Enterprise, which supports various internal employee workflows.