Case Study: Intuit achieves a unified, inclusive content voice across the company with Writer

How the QuickBooks content leadership unified voice across Intuit

Intuit, the company behind QuickBooks (57M+ customers) and a 60-person content strategy team, faced inconsistent, robotic-sounding product copy and scaling challenges as thousands of people across the company write content. To unify voice, enforce style, and drive inclusive language at scale, Intuit adopted Writer, an AI writing assistant and styleguide integrated via a Figma plugin, Google Docs, and an API.

Writer was embedded into Intuit’s workflows to enforce the content design system (styleguide checks, template components, and Figma/Docs integration) and to power a Slack bot for private inclusivity checks. That approach helped Intuit replace problematic terms (e.g., master → primary, remove “white glove”), meet readability targets (5th–8th grade), and give hundreds of writers real-time guidance—resulting in a more consistent, inclusive voice across QuickBooks, TurboTax and Mint, +300 Writer users at Intuit, and strong internal feedback on clarity and culture.

Intuit

Tina O’Shea

Director, Content Design & Strategy