AI, Advisory, and the Accountant’s Dilemma: What the 2025 QuickBooks Tech Survey Really Says
Jul 30, 2025
The 2025 Intuit QuickBooks Accountant Technology Survey is out, and the future for accountants is looking both smarter and more complicated than ever. According to Intuit, accountants are charging full speed ahead into the world of AI, automation, and strategic advisory services. But is this transformation as rosy as it sounds? Let’s break down the highlights, take a step back for a reality check, and see who actually took this survey.
Who Took the Survey? (AKA, Who’s Driving These Results?)
Intuit surveyed 700 accounting professionals across the United States, all aged 18 or older. Here’s the breakdown:
- 36% own an accounting or bookkeeping business
- 64% are employed as accountants or bookkeepers within a firm
- 24% work in larger firms with more than 100 employees
- 76% are part of smaller firms with 0 to 99 employees
- 52% were male, 47% female (percentages rounded)
- The survey was conducted online in April 2025, with careful targeting and post-stratification to match census data
So, this isn’t just a handful of tech-loving early adopters—these results reflect a pretty broad cross-section of the US accounting world.
Key Takeaways (with a Cautious Eyebrow Raised)
1. AI & Automation: The Hype vs. Reality
- AI adoption is up: 64% of firms plan to invest in or upgrade AI in the next year, up from 57% last year.
- Automation is everywhere: 95% of firms now use automation for tasks like payroll, AP/AR, and data entry.
- AI is a daily tool: 46% of accountants use AI every day, almost twice the rate of small businesses.
- Productivity boost? 81% say AI has made them more productive, and 86% report less mental load.
Skeptical note:
Sure, AI is everywhere, but are we really seeing more time for “high-value” work, or just shifting the busywork? And let’s not forget, last year, 21% of accountants were worried about AI’s accuracy. Trust is growing, but is it earned, or just necessary to keep up with the Joneses?
Sure, AI is everywhere, but are we really seeing more time for “high-value” work, or just shifting the busywork? And let’s not forget, last year, 21% of accountants were worried about AI’s accuracy. Trust is growing, but is it earned, or just necessary to keep up with the Joneses?
2. Strategic Advisory: The New Frontier (Maybe)
- Advisory work is on the rise: 79% expect strategic advisory services to grow by 38% next year.
- Revenue and satisfaction: 94% think this shift will boost revenue, 81% hope for more job satisfaction.
- Less compliance, more advice: 95% say tech helps them spend less time on compliance and more on client relationships.
Skeptical note:
It’s a great story, less number-crunching, more “trusted advisor” time. But advisory work is only valuable if clients are willing to pay for it, and if accountants actually have the capacity (and training) to deliver. Is this a real shift or just a rebranding of the same services?
It’s a great story, less number-crunching, more “trusted advisor” time. But advisory work is only valuable if clients are willing to pay for it, and if accountants actually have the capacity (and training) to deliver. Is this a real shift or just a rebranding of the same services?
3. Tech Overload: The Dark Side of Digital Transformation
- App overload: Firms use an average of 8 apps just for core operations.
- Integration headaches: 41% struggle to make their tech stack play nice together.
- Training gaps: Only 28% say their staff training meets modern tech demands.
- Overwhelm is real: 66% feel overwhelmed by tech complexity at least weekly.
Skeptical note:
If tech is supposed to make life easier, why does it feel harder? The more tools in the toolbox, the more time spent just figuring out which wrench to use. And let’s not ignore the cost, firms expect to spend $20K on tech next year, down from $24K, perhaps because they’re not seeing the return on investment.
If tech is supposed to make life easier, why does it feel harder? The more tools in the toolbox, the more time spent just figuring out which wrench to use. And let’s not ignore the cost, firms expect to spend $20K on tech next year, down from $24K, perhaps because they’re not seeing the return on investment.
4. The Talent Crunch: Still a Sticking Point
- Hiring remains tough: 80% of firms struggle to hire experienced professionals, though this is slightly better than last year.
- Tech skills in demand: 75% are prioritizing tech skills in hiring, but most firms admit their training isn’t keeping up.
Skeptical note:
Throwing more tech at the problem won’t help if you can’t find (or train) people to use it. The profession’s talent pipeline is still a bottleneck, and AI isn’t about to mentor junior staff, at least, not yet.
Throwing more tech at the problem won’t help if you can’t find (or train) people to use it. The profession’s talent pipeline is still a bottleneck, and AI isn’t about to mentor junior staff, at least, not yet.
Bottom Line: Progress, But Not Perfection
Intuit’s survey paints a picture of an industry in motion, maybe even a little dizzy from all the change. AI and automation are clearly reshaping accounting, but the reality is messier than the press release suggests. Tech overload, integration woes, and talent shortages are real barriers, and the promise of “advisory-first” firms won’t materialize overnight.
So before you rush to add another app or rebrand your practice as “AI-powered,” ask yourself:
- Is your tech stack making life simpler, or just noisier?
- Are your clients actually asking for more advisory, or are they happy with reliable, accurate bookkeeping?
- And most importantly, is your team ready for what’s next, or are you just hoping they’ll figure it out?
Change is here, but wisdom (and a little skepticism) will always be in style.
Want to dig deeper? You can check out the full survey results on Intuit’s Firm of the Future site.
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