The latest global campaign from Intuit QuickBooks and FCB feels like one of those rare moments, when technology comes out of the release zone and lands in who-knows-where – real life.
As I looked at how the group mixed real businessmen with the dismissal of the news of AI, it gave me a moment: Is this finally the time when small businesses get tools that start to cut weight?
The campaign contradicts that and is actually a way to kiss. You get an idea of how the idea grows in the work shown in the bizcommunity feature.
What's special about this campaign is the exposure of business owners in all their daily chaos – late invoices, messy schedules, endless admin – before dreaming of what happens when AI turns silent and pours.
Those “verts,” as the group dubs them, include live action in digitally enhanced environments.
One scene enters the owner of the ski shop-wearing high slopes, another world pirate into a digital pirate world, both to show in one minute where butbookbooks use that everything behind the scenes.
Read more about their approach from the creative teams at FCB New York and FCB London here in one bizcommunity report.
Visuals are only part of it. Most notable here, is how butchbooks are positioning their AI as something like a set behind the curtain to support small businesses.
Their platform provides AI-enabled agents that handle bookkeeping, project management, summaries, follow-up – all the things no one likes to do.
The way Intuit describes it in its latest release, it seems like an interview in giving business owners part of their life back, as explained further under the press release.
And to be honest, it seems that it takes a long time to witness this kind of integration. Because so much of the discussion of AI seems to devolve into copywriting or the hip new “best of” list, it's refreshing to actually have something based on real practice – actual numbers, real things, broken down small business.
If you are interested in how other brands are currently playing around the AI-LED issues, the latest campaign covered by the campaign (Coca-Cola update) serves as an interesting way to compare, especially how Brains integrates the way caused by AI augmented Production.
What I appreciate about QuickBooks' approach is that it doesn't try to treat AI as magic.
Instead, Bai Lu treats the AI as a useful co-persing – someone who is strictly imported, never sleeps and never seems to misplace an expense receipt. Is it perfect? Probably not.
But if it gives entrepreneurial businesses even a breather, that's something to talk about.
