And it wasn't the tech people.

It's interesting.

I've been in boardrooms where the CEO just automatically said, yes, it's an IT thing, and so we'll let them come up with the policy and the guidelines and what have you.

But I think even the rest of the board members around are saying, well, what about all those questions about capability and risk? And yes, there's the data and the technology, but There are more questions out there that comms should be handling and guiding than the simple, straightforward kind of technology and data risks that are happening.

I think there's huge opportunity and I'm not saying we should be leading it, but even if there's not even a center for excellence or AI within the organization, comms needs to rekindle or start a love affair with IT.

I don't know if there ever was one in most organizations where comms people I speak with, but we really have to embed ourselves into IT and allow them, you know, to help for them to help us to help them.

And I do think that's something that we do particularly well.

I think there's, you know, learning the tools and becoming much better at understanding how to do that efficiently, but it's also then moving from kind of our own AI adoption to kind of AI advancement and how do we use these tools as a team and how do these tools talk to each other to have, you know, to scale and really make a difference and the whole agent thing around that too.