Intuit, the global fintech platform, says that accountants need to move beyond routine compliance work and embrace AI-powered workflows to drive meaningful growth, following a new survey.
The 2025 Intuit QuickBooks Accountant Technology Survey reveals that accountants are rapidly embracing artificial intelligence (AI) and automation as essential tools in their daily workflows, with 64 per cent of respondents reporting their firms plan to invest in or upgrade AI over the next year — indicating year-over-year growth from 2024 (57 per cent) and 2023 (48 per cent).
“This year’s findings show an industry in motion,” explains Simon Williams, VP of accounting solutions at Intuit. “Accountants are expanding their influence by using AI to reduce time spent on routine work and focus on higher-value client needs. We’re focused on helping firms turn AI into a strategic advantage that strengthens their services and sharpens their competitive edge, as seen in our recent integration of new AI agents into the Intuit platform.”
According to the survey, 95 per cent of firms adopted automation technologies in the past year, with the top uses of the tech including payroll processing (47 per cent), accounts payable/receivable (46 per cent), and data entry and transaction processing (43 per cent).
Trust in AI tech also appears to have increased, with 93 per cent reporting they have used AI to enhance strategic business advisory services, including suggestions for improving client interactions, creating financial summaries, and generating real-time insights. The data shows that with the adoption of automation, respondents believe there’s a near-unanimous improvement in accuracy (98 per cent), efficiency (97 per cent), and quality of client service (95 per cent).
Dan Luthi, partner at Ignite Spot Accounting Services, says: “AI isn’t taking over our jobs. It’s giving us more room to do the work that matters. It’s here to remove the things that slow us down.”
Big hurdles remain
However, Intuit warns that this evolution isn’t without friction — tech overload, integration complexities, and hiring challenges are testing firms’ abilities to keep pace.
Despite the enthusiasm for digital transformation, many firms are struggling to manage it. On average, firms are using eight different apps for core operations, leading to a host of challenges, including:
- High total subscription costs (44 per cent)
- Integration difficulties (41 per cent)
- Time-consuming data entry (41 per cent)
- Staff training burdens (33 per cent)
Meanwhile, 66 per cent of respondents report feeling overwhelmed by the amount or complexity of technology required for their work at least weekly, highlighting a growing need for simplification and standardisation.
These inefficiencies are creating friction at a time when agility and scalability are more important than ever. It’s potentially also leading to a reduction in technology investments — with accountants reporting they plan to invest an average of $20,000 in the next 12 months, down from last year’s projected average of $24,000.
Hiring and retaining talent remain a concern. While 75 per cent of firms have increased their focus on tech skills when hiring, only 28 per cent say their training programmes fully meet modern demands. Meanwhile, 80 per cent of respondents report difficulty hiring experienced professionals for their firms.
“To keep the momentum going, firms can’t afford to overlook the talent side of transformation,” added Williams. “AI is unlocking powerful efficiencies, but it’s the combination of smart technology and skilled professionals that drives impact. Investing in education and developing tech-savvy talent is key to ensuring AI and human expertise move the profession forward.”
