How can sales and marketing teams make sure that they're on the right side of that line?

Yeah, I mean, I think certainly, as you've pointed out, having the strategic foundations in place, knowing who you're targeting, what you're targeting them with, having a good enough value proposition and being, you know, very, very alert and aware of your product market fit.

That's already a good start.

And then from there, using AI effectively.

AI tools, as they are right now, do tend to fall into a few different categories.

You've got your standalone tool.

Now, the ones that most people have heard of are quite often Silicon Valley-backed, mass-market, off-the-shelf products.

So can you just dive into both of those and tell us really about what they were trying to achieve, how they've used AI to achieve that, and again, the journey and the considerations that they've gone on along the way?