Over 1 in 2 firms have AI privacy concerns: Intuit

Recent data reveals that accounting firms have faced challenges in navigating their AI transformations, with 22 per cent reporting unclear ROI from the technology.

Data released late last year by Intuit QuickBooks and Agile Market Intelligence revealed that high-growth firms faced cost and time (56 per cent) and system integration (43 per cent) barriers to adopting new technology.

These results stem from Intuit QuickBooks’ Growth and Marketing Maturity Benchmarking Report 2025, which collected insights from 460 Australian accounting practices between September and October 2025 to highlight the most critical technology and AI adoption concerns.

The report found that 36 per cent of respondents faced system integration concerns, 23 per cent had limited internal expertise, and 22 per cent had an unclear ROI. In addition, firms reported a lack of understanding of how AI works (28 per cent) and limited confidence in using AI tools (22 per cent).

When AI was integrated more deeply into workflows, 54 per cent of respondents reported that client data privacy was a leading concern, and 46 per cent said that implementation time was a major barrier.

In comparison, conservative-growth firms reported that a lack of time (57 per cent), long implementation periods (60 per cent), and budget constraints (61 per cent) were their biggest barriers to technology adoption in accounting firms.

“High-growth firms are not just adopting more technology; they are navigating the friction that comes with it,” said Michael Johnson (pictured), director at Agile Market Intelligence.

“While costs and time pressures are universal, issues with integration, internal tech support, and unclear ROI highlight the sophistication of their technology stack.”

In addition, 48 per cent of respondents reported apprehension about the reliability of currently available AI tools, and 14 per cent were concerned about the impact of costs on their budgets.

The privacy of sensitive client information was a key concern for most respondents (54 per cent), specifically regarding who can access it, how it is processed, and how vulnerable it is.

“Handling sensitive client information daily in a regulated environment, accountants are cautious about who can access data, how it is processed, and how vulnerable it is,” Johnson said.

“Accounting firms are eager to leverage AI for efficiency, but protecting client information and ensuring accurate outputs remain non-negotiable priorities.”