So are you structured by country, by brand? How do you think about trying to maximize the power of the local insight that you have for that wonderful brand that is working really well in the market, but also think about across regions and across countries, trying to leverage the size of the organization and the capabilities and skills that you have?

Yeah.

Well, I mean, as an insight team, we reflect the organization of the company.

So we've got, you know, a good proportion of our team based here in the UK in the head office who run a lot of the kind of big central projects and the kind of, you know, the way we do things and the, you know, the partners we work with.

And some of the bigger studies like demand spaces or brand tracking or, you know, marketing modeling program, those kind of things that we do centrally.

But equally, we have people based in our regional clusters, so spread across.

We're just based in, you know, just in Europe.

Talk me through how AI expanded what's possible for your team, how you started and thought about introducing it as a capability, concerns you might have had, but also where you think that human judgment, how it stays at the center of it and doesn't get overwhelmed.