&Barr’s Bold Step Into AI

By: Douglas White, Chief Operating Officer

Artificial Intelligence (AI) is arguably one of the most impactful technologies of our lifetime. At &Barr, we’ve always been pioneers, seeking out ways to leverage innovation for the benefit of our clients. Recognizing the transformative potential of AI early on, we’ve spent the past year and a half exploring its applications across multiple platforms. Through this journey, we’ve encountered moments of both amazement and challenge, but throughout it all, we’ve uncovered extraordinary efficiencies in speed and quality that are reshaping how we work.

A Measured Approach to Transformation

Our exploration of AI is grounded in a thoughtful and strategic approach. As Kai-Fu Lee, a renowned venture capitalist, author, and computer scientist behind innovations at Apple, Microsoft, and Google, aptly states: “AI will not replace jobs, but it will change the nature of work, fundamentally transforming how businesses operate by automating repetitive tasks, enabling data-driven decision making, and unlocking new avenues for innovation.”

We at &Barr couldn’t agree more. Our commitment to embracing AI stems from a desire to enhance our capabilities and redefine what’s possible for our clients. By integrating AI into our workflows, we’re enabling teams to craft stronger, data-supported strategies that lead to faster ideation and better, more impactful work.

Taking Action: A Formal Plan for AI Integration

Since August of this year, we’ve formalized our approach to AI with a detailed plan and processes informed by the best practices of the American Association of Advertising Agencies (the 4A’s), of which we’ve been proud members since 1959. This structured approach is ensuring that our adoption of AI is both deliberate and impactful.

In October, our entire agency participated in a multi-day AI immersion at the Mirren AI & Technology Summit in New York City. Over the course of the summit and its pre- and post-sessions, Team &Barr completed more than 30 hours of AI-focused learning. From platform demos to practical applications, we explored how AI can:

• Improve strategic development

• Enhance creative ideation

• Optimize media targeting and performance

• Streamline day-to-day client management

• Increase operational efficiency

•  Drive new business opportunities

Building Momentum Through Collaboration

The work doesn’t stop there. Our teams will continue to test, plan, and adopt various AI technologies. To ensure these advancements benefit the entire agency, we’ve introduced bi-monthly AI highlights and demo nights to share successes, innovations, and best practices across all departments.

Our collaboration isn’t limited to internal teams. We’re eager to continue and expand our conversations with clients about AI—developing personalized test-and-learn plans tailored to their comfort levels and marketing strategies. By partnering with our clients in this exciting journey, we aim to unlock the full potential of AI together.

Looking Ahead: Innovation with Purpose

The possibilities AI presents are boundless, and at &Barr, we’re embracing them with confidence and optimism. From enhancing creativity to driving measurable results, we believe AI is a tool that will elevate everything we do. We’re excited to share more of our progress and innovations in the months ahead, so stay tuned for what’s to come.

The future is here, and at &Barr, we’re not just ready—we’re welcoming what lies ahead.