i've heard nascar's is close with all they have going on

but we have to kind of encapsulate it and scott gutterman who was at the tour for a long time now with you guys as the chief digital officer he said this once and i think i say it in my sleep now 30 000 shots from 156 players over four days, over sometimes 300 acres of land, that's a lot of data when you have numbers coming off of every single shot, right? And we know that AI is only as good as the data that it has access to, and we have a lot of data.

And a lot of that data used to just fall by the wayside.

If it didn't make it onto a scorecard or onto a broadcast graphic, which a lot of it didn't because it's hard to break it down into a digestible format quickly enough before it's old news.

That's perfect for AI, right? So we talk a lot about using AI and there's two ways that we see it used.

You can use it for like novelty, right? And a lot of that comes from gen AI and the art side.

There's a spot for that.

Can you talk about what's in front of you, 27 and beyond?