How are you thinking about building connections with consumers? Is experimentation here more important than ever?

Absolutely.

So we're thinking about this new challenge of the attention economy and how you have to break through when you're playing to not just, like I said, the consumers, but here comes another stakeholder, the algorithm itself.

So for us, it's really been about remembering humanity and what makes our brands human.

And that has shown up in our case in a couple of different ways.

Last year in our Smart Things Meets AI Home campaign, which is this year under the platform of AI Living, we have talked about how not just our products are great, but our products are enhanced by AI and all of those things bring you benefits like saving time, easier meal planning, resolving real tensions in your household that you as a human struggle with every day, and we believe our role is to make those things better.

So that is one way that we've talked about it in our product messaging, all the way over to we have this amazing program called Samsung Solve for Tomorrow, which is a platform for middle school and high school students to use STEM to solve problems in their community.

As a leader now, how do you even begin to sketch out that marketing plan at a behemoth like Samsung? I mean, without getting too in the weeds here, I'm just curious how you even begin to think about that.

So with that, what are you most excited about for Samsung and the products you oversee headed into 2026?

So CES is a great time of year because you start the new calendar year with some big tech announcements, and we are in an AI journey.

As you set up, this vision of AI for All is gonna be a many-year process to get to the future state that we're all really super excited about.

But what we've shared this year at CES is that Samsung is going to be your companion for AI living.

And what that means is we are going to help you in getting the best in entertainment, home and home management, and care for yourself, your family, your pets.

And all of that is unique and really more powerful from Samsung because we're the only brand or company that has the ecosystem that we do, the mix of phones and wearables with appliances, televisions.

So we're really proud of where we're going, and I'm personally really excited to help shepherd that story.

Yeah.

What are some of the areas that you're leaning into in 2025?

We do think Gen Z is so important.

And we're also looking to alpha behind them because everybody is becoming so digitally native in ways that it's unreal.

It's amazing.

It's exciting, like all the good things.

So we need to reach them more relevantly, which of course means a little bit differently.

But one of the things that we recognize is authenticity is more important than any of the generations that have come before.

How would you describe the culture at Google, by the way?