So can you tell us a little bit about your approach to tinnitus?

Yeah.

So tinnitus, like dizziness, is a symptom, not a diagnosis.

And there are many different causes and triggers.

And often people get told that they have tinnitus and that's it.

And nothing else is done or they get told nothing can be done.

You have to learn to live with it, which is just not true.

That's what the actual letters are standing for.

the production values can be better because ai is involved but it doesn't fix the underlying creative problems necessarily

You know, that's ultimately really where I think the question still comes down to whether it's stop motion animation, whether you're going and shooting something for real, whether you're using computer generation, computer generated imagery or AI, it comes down to taste in creative direction.

And how do we think that this is going to impact an audience? Because As we know from anyone that's used an LLM, you can put a business problem into the machine and get it to do everything for you.

It can create the marketing brief.

It can create creative strategy.

It can create creative ideas.

And then very soon you can get all the way through to automated output.

What are the easy traps to fall into, do you think, for people who are starting to take this on themselves using AI? I think it's...

So as you think about this, as you've talked to folks and read up on this, what is the core of the issue here with how AI is being used in, in creative?

The opportunity for marketeers is huge because so much of marketeers' budget is spent on lavish production, and actually more so time.

You'd hope that most of the budget is being spent on media to get reach, but it takes so much time and resource to get to a quality place, and AI offers the chance to speed all of that up whilst delivering supposedly the same results.

The challenge is, I think that despite it potentially delivering that, is we are currently in that weird part of the hype cycle around AI where we're starting to really experience some consumer backlash to it.

And so it starts to raise a, a whole number of questions, which is, should you report and should you tell people that you're using AI? If you are using AI, how does that impact their perception? If you don't tell them and then they find out, then what happens? Do people care and have an interest in how it has potentially impacted the economy and people's jobs? Or on the flip side of it is could it lead to even better creativity that could impact consumers' perception of the brand even more? The big challenge, I think that, and some of the backlash that there's been around the Coke ad and some of the other examples that we've seen around AI production is asking why really.

It still feels like it's sometimes a, a CMO's self-image that they're trying to have more of an impact on rather than a better result for the business.

And ultimately it should be like any form of communication should be, how is this helping the business generate more money? And I don't think anyone's really solved that yet.

The production values can be better because AI is involved, but it, it doesn't fix the underlying creative problems necessarily.