Tax-research platform Blue J has launched its first-ever brand campaign with a message to audiences that AI is something to embrace rather than fear.

Running across Toronto, Los Angeles, New York and Chicago, the B2B campaign by Berners Bowie Lee (BBL), shines a light on questions shaping the future of tax accounting, such as recruiting new talent, work-life balance and even U.S. President Donald Trump’s “Big Beautiful Bill.” A 30-second spot is capped off with a message urging viewers to “get better answers to tough questions” with help from Blue J’s AI tools.

“Technology is raising big questions across every industry, but in tax accounting, those questions open the door to real transformation,” says Lindsay Slipacoff-Cournoyer, CMO with Blue J, which this summer secured $122-million USD in late-stage financing. Founded in 2015, the Toronto-based firm leverages generative AI to deliver answers to tax questions spanning U.S. federal, state and local laws, as well as Canadian and U.K. tax policies.

“With this campaign, we’re showing that technology isn’t something to resist or fear, but something to harness,” Slipacoff-Cournoyer says.

Michael Murray, BBL’s co-founder and CCO, says that contrary to prevailing notions in the marketing industry, B2B affords agencies with opportunities to do great work, adding that eliciting an emotional response from the customer requires similar efforts to those developed for the B2C space.

“I think many agencies still see it as dusty … There is huge potential there, waiting to be tapped,” Murray says.

Murray tells strategy that he’s currently seeing two trends in the B2B space, first that efforts are becoming smarter and more sophisticated and second that OOH, which he calls an underrated medium, is being increasingly utilized.

The integrated campaign spans out-of-home, print, radio, digital display and social media. Active International is the buyer. The three target audiences are tax professionals, partners in tax practices and tech-stack buyers in tax practices.

Last fall, Blue J and CPA Canada announced a strategic-affinity partnership designed to help tax professionals research more efficiently, communicate with confidence and expand their expertise through access to Blue J’s AI tools, according to a news release.