And so, um, Dale, what's going on here? Is how people find information, is that changing? Is the buyer journey changing? And then if you're a vendor and you spent a lot of money to show up in those Google 10 links, are you showing up in ChatGPT's results to consumers? And if not, what do you do about it? Can you help us understand what's been going on the last three years?

Yeah, well, there's a lot going on there because AI changes everything.

It changes the way we as like growth marketers do our job.

It changes how the platforms work that we're optimizing for.

So search platforms, social media platforms, and it changes the way consumers research and buy products and select products.

And really to cut to the chase, we care about how it changes the way consumers make purchase decisions.

And we need our brand to be in the consideration set.

But Dale, what is GEO? Is that the new acronym of the new era?

And AI agents are starting to change what is possible in that space So from your perspective, for a B2B marketing team that has not started using agents in this way, what is the smallest place to start that delivers real-time savings without breaking quality?

So I really like your framing, how you're talking about the smallest place to start, because a lot of marketers will start with a big workflow, like something that's just too big to 100% automate, and maybe it's...

It requires integrations with too many other systems, like an analytics system or maybe your CRM, plus your website, plus five other sources of data, like Apollo or Zoom Info for sales data.

That's just way too much, right? So starting small is absolutely the right thing to do.

I like to think about content workflows and research workflows.

So content workflows would be, it could just be generating an email or it could be generating content, marketing content that you would publish on your website or a marketing page or a PDF or download.

One thing that I've been doing is like using AI to generate calculators that I can give away, like calculating pricing for a certain type of project or calculating the payback period for a certain type of content.

What is the number one advice you find yourself repeating to clients when you give them that data and they ignore it? What's your secret to breaking through that friction?