Yeah

... that goes into the content.

So when we look at content that succeeds, we find that the creators who focus more on a distinct point of view, right, a clear, um, visual identity, and a voice that their users trust.

The people who focus on bringing those elements into their creativity are the ones that are actually standing out.

If all you're doing is creating content using AI and just putting it out there without essentially bringing your voice into it, then chances are it's not gonna s- really stand out.

It's not gonna be successful.

What is the one thing that hasn't changed in the past 20 years that you think is not gonna change in the next 10 years?

Yeah, it's actually been quite a journey, to be very honest.

They've been kind of disjoined as separate channels, separate disciplines, right?

Exactly, exactly.

And for all intents and purposes, the people who are shaping culture, media, technology, and business are all part of the same conversation here at Cannes, especially more so this year, as you said, as the audience has shifted more and more towards creators.

Exactly.

You're actually seeing people who are shaping some of these components around culture, media, technology, and business be part of the same conversation here.

And in a year, if you really think about it, where AI is quite dramatically reshaping all aspects of both creativity and marketing, I don't think there's a better place to essentially think about or to explore how human creativity and innovation come together to really drive business impact.

And that's the conversation that I've actually been really excited about having because creators are no longer just creating content.

judgment,