So in the big picture, For individuals and organizations and society, what is it that we can and should be doing to pull us up from the cognitive to surrender to the positive cognitive impact?

You know, at the individual level, I think at the end of the day, we need to decide we don't want to surrender.

I think that's the first step.

If you want to surrender, you can surrender now.

You pay a price for it.

Maybe overall, on the short term, it's going to be very good for you.

We had a piece at Fortune magazine just from two days ago of a CEO.

So as a societal level, I mean, how should we be framing this? Are there any guidelines, frameworks, regulation, other things which can help us move to a world where AI's role in marketing is limited? rather than detracting from value to participants in the economy.

Uh-

Uh-We are in the risk of stopping to think.

I always talk about how singularity is going to come not from the computers outsmarting us, but from us basically stopping to think, stopping to engage.

Uh, I like the debate on education, but I have to say, you know, education is not just schools and not just childcare places.

It's also parenting.

It's also what the kids do in their free time.

It's about creating habits for life.

But if you think about this friction argument and how the cohabitation and the reduction of human and AI, um, physical distance, we have to imagine that cognitive surrender is going to be, uh, ever more present.