But I think we're in a place where we actually need to be starting to be part of that conversation, if not leading in that area of governance, because it's a really good role to be given AI is used in content development right across organizations.

I was just going to add in here that really and truly where this governance is coming and where it impacts us is in that connection to reputation and because of the way that we are working as organizations how we're governing uh it increases our risk uh exposure every time we are hiding something is or it appears that we're hiding something because we're not transparent we're not disclosing when people have questions about how we're using AI, when there's any sort of doubt around, of course, we've got all of the AI slop.

When we don't have governance, it goes to the patterns that are looked at for our organization and how it's impacting our reputation.

And if you look across the board, I've been in the reputation business for a long time.

My company is is 20 plus years old.

And we've been talking about reputation for a long time.

But it's interesting to me how many comms departments and how many jobs now say reputation is important, how many organizations are talking about it, how many agencies are talking about it.

So I think what we've had is, and why the statistic is low, is we've had this paralysis in understanding the actual landscape of disclosure.

Right.

That makes people wanna invest in you.

That makes people want to let you come into their communities.

It all, it all embeds in your reputation.

But for us to sit here and say, "Yes, reputation's important," but not really have an idea of how we actually put our arms around it and create it.

And we talk about it as reputation currency, and it is, and that's when reputation becomes operational.

Doesn't just sit in the comms department.

Yeah.