Did AI accelerate that? Do you think if this was the last three years ago, it would have not been as possible as it is now?

Yeah, I mean, as we're building the requirements for pollen and then throughout the build and testing, we had about 30 brands involved under NDA.

And that was really important for us because we wanted to get their perspective.

One of the things they asked for through that process, which we anticipated coming out, was fix the end-to-end production, the experience for me, everything technology, make it easier.

And if you can get your head around AI...

Can you bring some AI smarts that actually add value as opposed to not at all? So the AI applications that we've got in the platform today, and this is only day one, by the way, we have something called Audience Builder, which uses AI to build an audience based on the objectives that a client's put into the platform within seconds, in fact.

Okay.

What are your views?

So Amir, what is the main goal at Cannes this year for you and your company?

So on a personal level, I'm gonna try to enjoy Cannes more than I have done over the last four years, and that basically means making more time to actually get out there and listen to some really interesting people.

So I think that's a personal goal.

And then from a Nectar 360 perspective, this is our fourth consecutive year of running an event at Cannes, so really looking forward to, uh, landing that brilliantly for the audience.

Okay.

Which goes back to my personal goal of, uh, actually getting out there and listening to some of the interesting people, as opposed to running around frantically worrying about our event.

[laughs]