Inside Intuit's GenAI-powered first party data strategy

The financial software company has been engaging younger audiences with GenAI-powered “aura” readings.

Users submit a selfie, answer a few questions on their attitudes toward money (i.e. “What is your spending style?”) and out pops a Pixar-like rendition of the user emanating the colors of their “financial aura”—a play on the spiritual belief that a body of energy surrounds one’s physical body. According to Intuit’s interpretations, swirls of orange represent “radiant positivity attracting fiscal success,” while tendrils of purple reflect keen market perspectives.

The readings, along with the AI-generated portraits, created a buzz amongst Gen Z consumers, which accounted for 61% of the total audience, per Movement Strategy, a social media agency that worked on the effort. A microsite housing the AI experience has seen 15,000 visits since the start of the “Automagical” campaign, and a web page detailing Intuit’s AI offerings—which was linked throughout the AI content— has seen 69,000 visits over the same period. In total, the effort has garnered roughly 572,000 engagements, according to Movement.

Intuit’s campaign comes as more brands are starting to use AI-powered experiences to draw first-party data from consumers. Doritos recently asked gamers to hand over their names and emails in exchange for a software download that silences the crunchiness of eating chips. Burger King also ran a campaign last month that traded an AI experience for personal information.

Full story at AdAge.