As we step into 2025, rapid advancements in AI—from agentic AI to enhanced security and code-free solutions—spark both excitement and skepticism.
In this landscape, one thing is clear: the success of AI-powered experiences will ultimately be determined by end customers. They’ll be the final arbiters of what is useful, practical, and helpful, and what is merely hype.
In this blog, we bring you perspectives from several Intuit tech leaders. They delve into the evolution of AI, highlighting how customer control, trust, and practicality will shape the future of technology. From agentic AI that balances autonomy with user authority to the convergence of payments, fintech, and AI, these insights offer a glimpse into the technologies that will define our digital world in 2025 and beyond.
Agentic AI in 2025: striking a balance between autonomous efficiency and customer control
In 2025, companies at the forefront of the agentic AI revolution will face a critical challenge: balancing the delivery of seamless, done-for-you experiences with the need to give customers ultimate authority and control over final decision-making, at their discretion.
To achieve this, innovation must focus on AI systems that seamlessly blend advanced autonomy with user-centric control, incorporating adaptive transparency, ethical safeguards, and context-aware learning to empower customer decision-making. These systems must foster trust through robust security and intuitive human-AI collaboration, ensuring efficiency while preserving user authority.
Such agentic AI systems will not only be capable of autonomously planning, reasoning, and executing tasks to streamline processes and enhance efficiencies, but will instill customer trust and confidence. Striking this delicate balance will be crucial for the long-term success of AI-driven businesses in a rapidly evolving technological landscape.
–Ashok Srivastava, Chief Data Officer
AI governance takes center stage as AI innovation surges
In 2025, the rapid advancement of AI technology, including agentic AI, necessitates a continued focus on AI governance. Collaboration between ethicists, policymakers, information security, legal professionals and technologists is crucial to navigate the complexities of AI development and deployment. Establishing industry-wide safety frameworks is essential for responsible AI to benefit humanity.
–Ashok Srivastava, Chief Data Officer
AI will pave the way for code-free as the new normal
In 2025, the rapid surge of AI and agentic models will democratize tech like never before (turning even the most tech-phobic lawyers into AI-powered pros). AI agents will help humans seamlessly “connect the dots,” delivering personalized services, and turbocharging tasks that once took forever. We’re already seeing workers at varying AI skill levels break free from mundane, repetitive tasks to focus on higher-value strategic initiatives, boosting productivity across a myriad of disciplines (e.g., marketing campaign creation, contract reviews, even regulatory compliance). To stay ahead, businesses must invest in AI training and integration now, ensuring their teams are ready to responsibly harness these powerful tools and drive innovation.
–Elise Houlik, Chief Privacy Officer
The convergence of payments, fintech, and AI
In 2025, the fintech landscape will be shaped by four key trends that will collectively transform the way individuals and businesses interact with financial services, paving the way for a more inclusive and accessible financial ecosystem. First, a shift towards banking payments and a preference for instant payments will drive the demand for faster and more efficient money movement. Second, robust digital ID frameworks, potentially government-backed, will be essential for securing transactions and building trust in the digital economy. Third, embedded fintech solutions will continue to proliferate, offering seamless financial services within non-financial platforms. Finally, the rise of AI agents and agentic workflows will necessitate the development of payment infrastructures that can support AI-initiated transactions, further blurring the lines between technology and finance.
–James Barrese, Senior Vice President, FinTech
Deepfakes and the erosion of trust
In 2025, the proliferation of increasingly sophisticated deepfake technology will begin to pose a significant threat to trust in digital content and online interactions. The ability to convincingly manipulate audio and video will make it difficult to distinguish between authentic and fabricated media, leading to misinformation and disinformation. As deepfakes become more accessible and harder to detect, individuals and organizations will need to develop new strategies for verifying information and ensuring authenticity in the digital age, including educating and promoting awareness for the workforce.
–Atticus Tysen, CISO and CIO
In 2025, join us as we prepare for a future where AI technology serves the needs of consumers, and small and mid-market businesses, via done-for-you experiences that combine the best of human expertise with AI and data capabilities to responsibly deliver on Intuit’s promise to put more money in our customers’ pockets with less work and complete confidence.