But then, B, also look at, I guess, you know, you've got the consumer-facing industry kind of side of stuff too and how you're planning to use AI from that kind of experience perspective as

well.

There isn't an event I've been to that don't talk about AI now.

There's always at least two or three talks about AI.

It is...

It's the word on the street, like innovation was maybe 10 years ago, where everyone was innovating.

And before that, it was agile and delivering things in agile and sprint.

Like what's a way of them kind of working through that and really making sure that they're narrowing in on what's important?