So with data privacy and ethics front of mind globally, what are some of the pitfalls you see companies falling into when marketers push for data-driven AI features? And how can they avoid them? Lots of questions here.

Yeah, so I just touched on that a couple of things.

There's a growing use of shadow AI inside businesses.

So just for those who aren't familiar with the term, shadow AI is when an employee of the business uses their own, bring your own AI to their job, rather than using AI that has been approved by the business, the organization from a security data privacy perspective.

So the first thing is to just get really clear with your company policy.

really understand what tools are able to be used, what the data retention rules are, what the privacy terms are, whether your conversation histories are going to be used to train further AI models or not.

So for example, in that context, a lot of sensitive information or data just won't be able to go into those tools.

How should marketers think about balancing fast versus foundational when adopting AI,