Is there a trait that journalists, and you talk about the skepticism, where are the barriers? Where do they go, this is my red line and I'm not crossing it, and you help them cross that line?

I think it's writing, obviously, in terms of most journalists think, oh, AI, it's threatening our jobs because it can essentially spit out coherent text.

But where I try to help them cross the line is from seeing it as a threat to an opportunity to do the mechanical parts of their job.

So it can really...

Take away the grind.

I mean, and there's a lot of grind in journalism and the speed and the pressure and release some of that so you can get back to the real reporting and the heart of what journalists love to do, which is, you know, ask the right questions, think about the right questions, find the right people.

get actually out and about and in the real world and actually dig into stories that way, which is what, you know, when I started, that's what we were doing.

Where is the PR industry moving with AI? Again, I would imagine they're also feeling a bit threatened by what the tools can do.