It’s What We Do: The Beauty of Artificial Intelligence

To All the Agencies That Will Remember This Moment: Don’t Be Afraid

By: Christian Wojciechowski, VP Creative

Do you remember your first kiss?  

Not the place. Not the playlist. Not even what you were wearing.  

The feeling.  

Do you remember? That electricity in your chest.  

The unsure certainty that it was happening.  

The unforgettable start of something wonderful.  

Moments like that burn into our souls.  

Not because they’re the most important.  

But because they mark a line, a moment in our lives we all can understand: the before and the after.  

Agencies are standing at a moment like that right now.  

Advertising is crossing into something new, but only to the ones that choose to embrace it.  

Artificial Intelligence has arrived—not as a gimmick or threat, but as a line in the sand.  

Some will remember this as the moment they leaned in. Others will forget they ever had the chance.  

But the ones who embrace it now, today, I ask that you do not fear it.  

AI isn’t about robots. It’s not about replacement. It’s not even about speed, scale, or automation—though it will deliver all those things.  

AI is about moving forward. It’s about finding where it works for you, the clarity in the chaos that sparks the feeling of, “That was cool!”  

Creatives weren’t afraid of Photoshop. Clients weren’t afraid of digital. And the industry wasn’t afraid of the internet.  

So, I have to ask: Why are we afraid of a new tool now?  

Strip away all the noise of the fear and address what really matters to our clients: the human truth, the story, the emotional connections we create. And most importantly, the connection between the essence of a brand to the psyche of the consumer.  

Now consider how AI can enhance all that.  

The agencies that understand this and utilize AI will not become less human—they’ll become more. Not because they’ll write faster, but because they can write deeper. Not because they’ll produce smarter, but because they can now dream bigger. They’ll spend less time on the repetitive, and more time on the remarkable.  

Don’t be afraid. Ask: How can this be better? See if you can build a better strategy. Try to create something out of nothing. Recognize the technology, communicate with it, And simply execute one thing—just one—to see where your mind and imagination could take you.  

If you know us—really know us—you already know &Barr has stepped across that line a long time ago.  

You know our interpretation of this moment. You know how we’re using this tool not in the business of selling, but in the business of emotional transaction—because building brand loyalty has always been about an emotional agreement. And emotion, at its purest, is the most complex form of communication on the planet to harness and act upon.  

When you layer in artificial intelligence, it will give you speed without rushing.  

You will get insight without assuming.  

And it will give you options without uncertainty.  

Artificial intelligence helps &Barr create messaging around human truths—faster, clearer, more personally than ever before.  

We choose not to fear it, but to learn with it. We try to understand it every day because we never stop asking it questions, right or wrong.  

This moment…  

this shift,  

this incredible edge,  

is not a threat…  

not to the past and not a threat to the future.  

It’s not even an invitation.  

It’s a feeling.  

The great agencies won’t be remembered because they used AI, we will be remembered because—just like our first kiss—we chose to lean in. While others stood back, we leaned forward, eyes closed, choosing to be brave with an open heart, and yearning for that warm feeling on the other end.  

We know because…  

it’s what we do. 

C.