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Like many enterprises over the past year, Intuit Mailchimp has been experimenting with vibe coding.
Intuit Mailchimp provides email marketing and automation capabilities. It’s part of the larger Intuit organization, which has been on a steady journey with gen AI over the last several years, rolling out its own GenOS and agentic AI capabilities across its business units.
While the company has its own AI capabilities, Mailchimp has found a need in some cases to use vibe coding tools. It all started, as many things do, with trying to hit a very tight timeline.
Mailchimp needed to demonstrate a complex customer workflow to stakeholders immediately. Traditional design tools like Figma couldn’t deliver the working prototype they needed. Some Mailchimp engineers had already been quietly experimenting with AI coding tools. When the deadline pressure hit, they decided to test these tools on a real business challenge.
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“We actually had a very interesting situation where we needed to prototype some stuff for our stakeholders, almost on an immediate basis, it was a pretty complex workflow that we needed to prototype,” Shivang Shah, Chief Architect at Intuit Mailchimp told VentureBeat.
The Mailchimp engineers used vibe coding tools and were surprised by the results.
“Something like this would probably take us days to do,” Shah said. ” We were able to kind of do it in a couple of hours, which was very, very interesting.
That prototype session sparked Mailchimp’s broader adoption of AI coding tools. Now, using those tools, the company has achieved development speeds up to 40% faster while learning critical lessons about governance, tool selection and human expertise that other enterprises can immediately apply.
The evolution from Q&A to ‘do it for me’
Mailchimp’s journey reflects a broader shift in how developers interact with AI. Initially, engineers used conversational AI tools for basic guidance and algorithm suggestions.
“I think even before vibe coding became a thing, a lot of engineers were already leveraging the existing, conversational AI tools to actually do some form of – hey, is this the right algorithm for the thing that I’m trying to solve for?” Shah noted.
The paradigm fundamentally changed with modern AI vibe coding tools. Instead of simple questions and answers, the use of the tools became more about actually doing some of the coding work.
This shift from consultation to delegation represents the core value proposition that enterprises are grappling with today.
Mailchimp deliberately adopted multipl …