And so what do you guys see in terms of those that are actually making – Ads that are absolute bangers, you know, are they is it that they're researching, you know, manually or they're using maybe a little and then they're briefing manually as well? Or what is it?

Yeah, for me, I mean, I I. I'm with Matt on like going back to the basics and keeping things very simple because those are the things that have worked time and time again.

And so like making sure that we're focused on just like the basics of advertising principles.

Is it real? Is it simple? Is it novel? Is it going to solve like the problem in the viewer's mind? So those are like, from a very high level, some of the things I'm seeing, but I feel like right now, and I don't know, I feel like more of the thing that I've been heightened and aware of is what's making like poor decisions and poor ads right now.

And I know that that's crazy because we always want to focus on like what is making a good ad but that's the whole point of even kind of like my hypothesis around um around this is like you when it comes to ai like what i've realized it cannot do is come up with the big idea like in plain old david ogby's like understanding.

And that's where I've seen it fall short time and time again.

So if you don't have a big idea and you don't even have a format that you're like thinking of between those two things, what do you actually really have? And so I've just seen like this, this very ineffective form of prompting, hoping and doing all seemingly the right things with AI, finding, extracting your personas, understanding and pulling out customer data to support it.

I'd love to hear your opinion on that.