But how do you embed that thinking with your internal stakeholders, but also with all of the communications that you and your team are responsible for?

Well, first of all, of course, AI is impacting Zurich and the insurance industry as much as it is im- impacting any other financial sector or anyone else in the financial sectors and, and beyond.

How do I keep the, how do I keep the team abreast with the changes and the fast changes that AI is bringing? So first of all, I keep reminding them that unfortunately I'm old enough to remember when cell phones arrived in the journalism industry and when the internet arrived, you know.

Before, I remember my first jobs at CNN was going down the library and seek for articles and print them out and bring them upstairs to my boss.

So I'm old enough to remember those days, and I tell them, "Look, I've lived through technological disruptions and changes," which by the way, happen every year, right? But I told them also the three companies that I was working with, with CNN, one was called CompuServe, one was called Netscape, and the other one was AOL, which was big enough to actually eventually buy Time Warner, which CNN was part of it.

And I keep telling them, "You know what? Today, AOL, Netscape, CompuServe are no longer around, and this is 20 years ago." Now, if you consider that the AI revolution, if we wanna call it that way, is happening much faster than the internet or cell phone in, uh, revolution, then I think we also have to keep in mind that everything that we're reading, everything we're seeing is extremely exciting, but also we have to take it at face value.

We have to just not assume that everything that AI brings to you is positive, not everything AI allows you to do is positive, that you have to be very critical about it.

Would you say that that's the main challenge facing comms and marketers at the moment?