What does it really mean to run a truly global digital commerce operations today, and why is AI changing the game right now, Daniel?

Yeah, great question.

Let's get started.

So, you know, at Essity, you know, we're primarily a manufacturer, supplier of health and hygiene products.

We touch a billion people every day, which gives me goosebumps thinking about how many different people rely on our products and use our products.

It's really shifted, as you said, exactly as you said, Julia, from a channel perspective to more of an experience perspective.

So we think of our customers, not only our end consumers, but also all the folks in between that help us get to those billion people every day, and we think about the entire customer experience for them.

So what I'm now curious be-- what I'm now curious in is, like, how does Essity really think about data readiness for autonomous CX? And also, what is the role that does integration with the broader SAP landscape play? So what is your personal opinion on this, and what are you doing? Maybe you can give us here also a little bit more insights.