---
id: "entity-intuit-d9"
type: "entity"
entityType: "organization"
canonicalName: "Intuit"
aliases: []
source_timestamps: ["§ 5. Empower Team Leaders to Build Trust and Momentum"]
tags: ["finance", "technology", "case-study"]
related: ["concept-make-or-break-layer", "action-train-frontline-managers", "question-scaling-high-touch-training"]
sources: ["adoption"]
sourceVaultSlug: "hbr-seg-adoption"
originDay: 9
articleStem: "hbr-edu-40-workers-dont-trust-ai"
sourceUrl: "https://hbr.org/2025/11/workers-dont-trust-ai-heres-how-companies-can-change-that"
sourceTitle: "Workers Don’t Trust AI. Here’s How Companies Can Change That."
---
# Intuit

**Intuit** is the financial-software company (TurboTax, QuickBooks) used as the case study for **empowering frontline leaders** — approach #5 of the [[framework-five-approaches-ai-trust]] and the embodiment of the [[concept-make-or-break-layer]].

**The story:** despite executive campaigns, AI adoption had *stalled*. Intuit changed tactics and hosted an **"Expert AI Training Day"** for **150 frontline "dabblers"** — tax specialists and support agents. **Led by mid-level managers**, this hands-on **co-creation** event sparked a movement that scaled to **15,000 frontline experts** through **peer-to-peer enthusiasm rather than top-down mandates.** This is the lived form of [[action-train-frontline-managers]].

The case also seeds this vault's central open question (see [[question-scaling-high-touch-training]]): Intuit is "now considering how to scale the approach for the entire population of frontline workers," and it remains unresolved whether high-touch HQ intimacy and psychological safety survive at tens-of-thousands scale.

**Enrichment note:** Intuit has been cited elsewhere for using tax experts and agents as AI champions rather than centralizing AI in tech teams; the HBR description (150 → 15,000, the event name) is consistent with that pattern, with specific details reported via HBR.