---
id: "entity-intuit-assist"
type: "entity"
entityType: "product"
canonicalName: "Intuit Assist"
aliases: []
source_timestamps: ["§ How Can Organizations Pick the Best Gen AI Projects?", "3. Link to the identity of the firm."]
tags: ["ai-product"]
related: ["entity-intuit"]
sources: ["spine"]
sourceVaultSlug: "hbr-seg-spine"
originDay: 1
articleStem: "hbr-cl-95-6-disciplines-genai"
sourceUrl: "https://hbr.org/2024/07/the-6-disciplines-companies-need-to-get-the-most-out-of-gen-ai"
sourceTitle: "The 6 Disciplines Companies Need to Get the Most Out of Gen AI"
---
# Intuit Assist

**Role in the source:** The product that exemplifies identity-aligned Gen AI project selection. Intuit Assist is an [[entity-intuit-d1|Intuit]] offering that employs Gen AI to provide **personalized, intelligent advice** to customers across its software products — perfectly aligning with the firm's core identity of "powering prosperity." It is the concrete illustration of criterion #4 in [[framework-gen-ai-project-selection]]. Canonical reference: Intuit product pages describing Intuit Assist.