Matt Barbelli
Principal + Head of Brand
Alex Moyse
Principal + Head of Experience
Ifko Danev
Head of Technology
We transform businesses by connecting strategy, generative AI, design, and technology to unlock new possibilities.
Why Not Now is a next-generation AI agency led by industry trailblazers Matt Barbelli and Alex Moyse. With over 15 years of experience spearheading enterprise digital transformation projects, we’ve been at the forefront of reshaping how businesses operate in an ever-evolving digital world.
Today, we take innovation to the next level by integrating cutting-edge AI into nearly everything we do. From pioneering generative AI solutions to developing intelligent systems that solve complex challenges, we are passionate about unlocking new possibilities for our clients. We don’t just adapt to the future—we help you create it.
Our Brand
Why not now?
Our name is more than a question—it’s a call to action. The world is evolving at lightning speed, driven by the transformative power of generative AI.
Businesses that hesitate risk falling behind, but innovation doesn’t have to be overwhelming. Sometimes, the biggest impacts come from the smallest steps. Whether it’s automating a single process, enhancing customer experiences, or crafting AI-powered solutions, the future won’t wait. So, why wait to take that first step? Why not now?
Our Values
Good change
We design AI solutions in collaboration with our clients to challenge the status quo and create meaningful, positive progress.
Seamless collaboration
We operate as one unified team, where the distinction between "client" and "partner" fades. Together, we deliver value with complete transparency.
Always agile
We thrive on agility, with a deep focus on customer needs and outcomes, constantly embracing change to drive progress.
Get started
Full-day Gen-AI Roadmap Workshop
Designed to help you explore the potential of generative AI for your business. Together, we’ll craft a tailored strategy that aligns with your goals and sets a clear path for implementation.
What you get
—A guided, catered workshop in our inspiring space
—Unlock high-impact AI opportunities for your business
—A customised Gen-AI roadmap for success
8 week Gen-AI Prototype
We pick the right problems to solve and use rapid discovery techniques to uncover new ideas. A focused 8-week Gen-AI prototype to accelerate your business transformation.
What you get
—Sprint 1: Opportunity mapping & UX
—Sprint 2: AI proof-of-concept
—Sprint 3: Concept refinement
—Sprint 4: End-user testing and feedback loop
Over 15 years pioneering digital, we’ve been privileged to work with outstanding clients
AMP Capital
Perpetual
City of Sydney
SAE Creative Institute
Pallion
Mirvac
Prime Value Asset Management
Aqualand
Noble Oak
TAL
Canteen
Actuaries Institute
Employment Hero
University of NSW
Regional Australia Bank
The Tax Institute
The GPT Group
Australian College of Applied Professions
Merivale
Cancer Council
Ansarada
Western Sydney University
University of Tasmania
Trilogy Hotels
Shadforth
Dexus
Roseville College
We’re passionate about finding hidden opportunities, solving real customer challenges, and delivering fresh solutions that fuel growth. With over a decade of experience, we’ve built a work culture that’s focused, driven, inclusive, and friendly—where results matter more than hours and flexibility wins over rigid processes. Our team of strategists, designers, and engineers create impactful digital products and platforms, blending expertise with genuine passion in everything we do.
Our mission is to empower businesses to thrive in a rapidly evolving digital landscape by turning complex challenges into strategic advantages.
Get in touch
Why wait? Enquire now and start shaping your future today.
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