But do you have any like key guidelines that you like to give brands?

Yeah, it's the billion dollar question.

And I think incrementality testing does help us get closer.

And same with like MMM testing.

Um, but really not every brand has the budget to invest in those tools yet.

And so this is where it becomes like a little bit art and a little bit science.

And the things that I've seen to be true is there are stages.

Do you have any bold predictions or opinions when it comes to AI utilization, whether on the agency side or on the brand side?