Alex?

Yeah.

Super interesting 'cause, um, from my perspective, so I work for an advertising agency.

We're fully g- looking at ideas all...

Oh, God.

Ideas all the time.

So we talk about will AI get rid of creativity and get rid of ideas because, you know, you can just ask it, "Give me a, give me a campaign.

One is around, you know, are societies ready in terms, and how do we build a societal resilience? And the other is picking up on some of the themes that have already been mentioned around, you know, what responsibility do businesses and governments, um, have to strengthen, uh, AI being used in communities? Um, Alex, would you-