Mm.

It has vision, so it's not a blind piece of equipment.

It has cognition.

It has some of those same, uh, GPUs that we expect to make AI models work on board, hardened and cooled on the machine, and then it's got robotic actuation.

It's got nozzles that can adjust their spray volume and height, um, very precisely in the moment.

And, um, and that whole system is talking like crazy back to home base to the machine and to the operator.

And the result is, uh, there's a recent study from the University of Arkansas that those machines can put down 50% less herbicide and have the same amount of weed-free impact in the field.

So beyond farming, what's the lesson then for a leader in any outdoor industry and for all industries?

You've given some examples, and I know that consultants usually don't like to name their clients, and that's totally fine, but just tell us the type of projects that you're engaging in.

Yeah, I'm happy to do that, Mike.

I'll pick two examples from different...

One, part of the fun of coming back to BCG is the variety of ag sector verticals you get to get your hands in.

So we work with all of the major ag input producers, both on the fertilizer and chem front, as well as seeds and traits.

Last year, we were able to do some really exciting work, uh, alongside the USDA around thinking through what a farmer data wallet might need to look like, and that's been really-- that was very exciting work, talking to all of the major players in the startup ecosystem for agricultural carbon and regen and thinking about from a system perspective, where are the common interests around some digital rails that allow for interoperability and reduce some of the burden that's out there? I'm sure you just did a full deep dive on this, so you've had some great folks talk about it, some of these challenges on ag carbon.

The one that I'll throw out there gets called often grower data burden.

You've talked a bunch about autonomy, but I wonder whether the same dynamic is beginning to play out in the field or in these outdoors environments, which seem so much more varied and challenging, whether you're actually seeing the same kind of self-reinforcing and learning systems that are, that are accelerating.