And like one thing that jumps out to me that I'm specifically interested in getting your idea on is like, I feel like codification works really well for the quantitative side of lifecycle, like the data on like who bought something and, machine learning propensity models on like the the likelihood that someone is going to like churn or do this and do that like there's a ton of data on lifecycle and it works really well for that but so much of lifecycle as i'm sure you'll agree is qualitative like that gut type feel what is a bad subject line what is something too pushy to do at a certain stage of their journey what feels like too clickbaity how do we codify that part of of lifecycle what are your thoughts there anna

Uh, I don't know, but I obviously have an opinion.

So I think that like codification is inevitable and I think that in general, why I end up doing Lifecycle and a lot of people who I know end up specifically in this domain of marketing is that it's very data informed and very technical.

It was like this always, and this is like the beauty of this craft, like how you're making marketing and like scaling it across and like making it personalized with the means of technology that you're having.

And this is why like expecting that AI will not accelerate and disrupt this part of lifecycle first would be strange.

So like, this is what is happening.

And I think like, obviously codification is happening and we need to like be able to build it by bringing like the right tools and the right context in.

I'm just curious to hear your thoughts on that shift.