What does that actually currently look like for some businesses you've looked at?

Yeah, I have this bit that I've been doing where I went on this kind of this learning tour for the last month and in multiple cities, whether it was in Montreal or Los Angeles or New York and getting an opportunity to bring many commerce operators around a table.

And instead of doing a demo, really facilitating an honest conversation about how we as an industry are, to use your words, doing AI.

And what I'm finding, like we're back in this stage where the early adopters, they have a lot of individuals within their teams that are tinkering.

And I understand why, you know, like the technology on the surface can feel like magic.

You ask a question and you get sometimes like absolutely the right answer other times answers that are that are sort of confidently wrong but it really feels like you can suddenly be be an awful lot better at your job and i'll tell you this story so i sat down with this analyst and um he pulled up this report that he had generated.

And as soon as I saw the visuals, I knew right away that Claude had done it and it was, it was spectacular.

I think that's the craziness around the context layer.