It, it feels like something that's always been important, but what makes it especially so right now for, for brands, agencies, and companies in general?

Well, I, again, I j- I just, I'm gonna say it in two parts here, Mike.

One, one is that you're right.

I mean, creativity is sort of sometimes sort of pigeonholed as it's the jazz hands or the marketing side of things, okay? As opposed to sort of a, a way to look at how you do things, how you show up, how you structure.

You can ha- have a creatively structured business.

You can have, you know, a creative ambitions into going to new territories.

You can, you know...

Yeah.

But now that AI can generate serviceable ads in basically no time at all, what does that mean for your profession, the kind of creative, the creatives here?

Look, I still think original, exceptional stuff is gonna flourish.

I think that it c- if it can do a better job of what has been done before, it...

even if it's been great, it's great at replication, and it's great at sort of distilling things down to best practices, but it's never gonna do something...

You know, it's everything it's got is collated from what's been done before, and it's, and it's bringing that together.

And it's very powerful and it's profound, but I think anyone that, that wants to do that and use that Then everybody's got- is using the same tools, and they're gonna all get to the same place.

So I'm not as terrified of it as everybody else is.

[laughs]