Um, Ian, is this inevitable? Are, are we, are we gonna see this for the next N years?

I mean, it, it's such a broad subject.

I think nearly everybody in our industry, whether you're an airline or a travel seller or a tech company, is gonna make use of AI in back office efficiencies, in automation, and to some extent that's been happening for longer than we've been using AI in this sort of new phase.

Pe- some people have been working on what they would've called AI for, uh, you know, five years, 10 years more.

So I think when we think about the particularly kind of airline distribution angle, are people gonna be booking flights via it, which is a s- very specific use case, and, and maybe this sort of agentic question about will, will they be empowering an agent to sort of do a lot of the work for them? We- I don't think we know for sure where it'll go.

Um, it seems clear that the kind of research inspiration part of shopping, some of that has moved from people going just on the kind of, you know, vanilla Google or other places and typing, "I wanna go on holiday here, show me good ho-" you know, and so on, to asking Google Gemini or their favorite AI, wh- whatever the right term is.

Uh, so that seems to clearly be happening, and we've heard, uh, big OTAs and other people talk about the fact that to some extent they see that as an interesting opportunity.

Do, do you think the big airlines are doing enough via IATA to, for example, build the standards that are gonna be needed if we are going to achieve real modularity in, uh, airline commercial systems?

... rather than the industry wants it?

There, there are some sort of unusual opinions that we've heard voiced around AI, where AI is seen as this sort of panacea, sort of magic bullet, saying, "The airline industry doesn't need to evolve at all.

All of this RSD is a waste of time.

Just keep what you have, put AI over the top.

Job done." Um, you know, on, at the consumer side, I think AI has the ability to create a huge variety of very interesting consumer experiences, but it can't invent content that doesn't exist.

Yeah.

Right? And so you can put AI over the top of what we have today.

At any layer, you can put it, uh, right up against the airline.