What's your overall view on the last six months from a kind of a digital marketing, Google SEO perspective?

Yeah.

So I think over the last sort of 12 to 18 months, the conversation in search has been very focused around AI and how this technology is emerging.

From our point of view, we've been observing the impact on search, basically, how are people's search habits changing? Because we've traditionally been very focused on organic search, search engine optimization, on paid search, and obviously UX and testing.

So I'm not really qualified to talk about how AI is speeding things up, reducing the need for humans or whatever.

It's really how it's affecting that search landscape.

And the overall term for that is generative engine optimization or geo search, right? And geo search for me, having been doing this for 28 years now, has always been like that was geographical search.

Has it changed?