As the calendar turns to 2023, Intuit's leading technologists share the trends they'll be watching closely. Ranging from the generative AI phenomenon, the rise in data protection regulations, and implications of Web3 for the fintech landscape, to how "thinking like criminals" will pay off for companies looking to stave off bad actors, Intuit leaders weigh in on what the future holds. Opportunities to catalyze innovation abound for tech companies. Generative AI is rapidly becoming more powerful and more prominent, popularized by chatbots and apps such as ChatGPT and Lensa, but it still needs to develop and mature before it can safely be used in industries where the accuracy of statements are critical, such as finance or medicine. Within the next several years, generative AI will likely play a pivotal role in helping create personalized conversational systems to provide financial or medical advice and guidance directly to customers.