I mean, what's your take on that? Is that, I mean, is that really where it is? Like, is that the big difference that's so easy for anyone to do something?

Well, it is, and I have a customer, uh, that I've been talking to about this in particular because they are kind of like, like, "Okay, let's go figure out how we adopt AI in this part of our business," right? Like from, you know, content, uh, creation to campaign briefs to like all of this.

And in one aspect, to your point, there was, you know, another person on another team that just kind of set off down this path, right? To say, "Oh, we're g- just gonna go out and, and do this." Um, and, and, and, and, and, uh, the person I've been talking to was like, "Whoa, whoa, whoa, whoa, whoa," like, "Wait, we, we gotta, we gotta think through this a little bit more before we just go out and do it." But it's, uh, that's that tension, right? Like we're, we're living in that we need something now, but like everybody needs to know like, but is, but, but is that the right thing? [chuckles]

Mm

... uh, kind of thinking about it in parallel, right? 'Cause there, obviously there is some efficiency and, and that's intended, and that's great, and it's important, but what you get from that is an unlock of more opportunity, and to go pursue those opportunities.

And there's, there's some data, and I don't have the exact stat, but there's some, some studies that have basically been done by, you know, large scale consulting company, I forget which one, which basically said like the companies that are winning with AI right now, that are seeing actual return on investment, are the ones that are really kind of dialing into that opportunity world, um, and thinking about things from the opportunity standpoint.

And the best story of this that I've ever heard, which a, a good friend of mine and I were talking and he, he shared this with me, is, is Ikea.

So Ikea basically built, uh, an AI customer service rep-