What do you fundamentally think has changed since traditional SEO versus kind of what the industry is overcomplicating within the geo side of things? Aleda, I'll start with you.

Yes, so definitely the UI layer changes, right? Like the outcome is not 10 blue links where we expect a deterministic outcome of a click of traffic where we can measure a lot of the value in terms of traffic and direct conversions that we can easily attribute to that traffic.

Not anymore.

Because the outcome now is this... synthesize answers that in the case of e-commerce, yes, in many times there is a table with comparisons with also a layer of sentiment and recommendation happening already.

So the AI is already doing that rather than the using and accelerating that decision-making process for them as well.

So there's definitely that.

So I will say, basically, Very, very important shift will be that it is not only necessarily a performance, purely a performance channel anymore, but a branding channel as well because of this sentiment recommendation layer that we see happening in AI platforms and outcomes and answers that we get from these platforms on one hand.

If you work together with us, this is going to be beneficial for you because this is our digital footprint that matters.