But that's not AI, right? So what do companies miss here?

Yeah.

So there's a lot going on between, I'm really glad you brought this up because this is a really important topic.

What people are able to do at home with AI is more forward thinking than what corporations are able to do.

And what that's creating is this really cool but risky dynamic that we're calling shadow AI, right? You see a lot of people go home and do clawed co-work and organize their whole life.

Like we were talking before about the fact that I have three kids.

Claude Cowork is one of my co-parents, right? It helps me manage my day.

And have you seen any recent real life story of a transformation that either failed or got really great results?

Is it marketing, merchandising, tech? Uh, who, who, who does and who should?

Yeah.

So e- that's such a great question, and it's so timely 'cause I think everyone is asking this.

Um, and if you ask a retailer [laughs] today, if you ask 10 people on LinkedIn, you'll get 10 different answers, right? Um, you know, obviously it's sh- it starts out with digital or IT or data, wherever your AI- AI center sits.

Um, and they kind of own it by default.

Um, but this is not just a function, an add-on function kinda like SEO or k- even like e-commerce, right? I talk a lot about the parallels between the, the rise of, um, agentic commerce and the rise of e-commerce, right? Because, you know, in e-commerce we opened a website, and then five years later we were like, "Oh my God, this is a completely different channel and a completely different business, and now we need to merge the two, and we're doing an acquisition of our own company," right? This has the potential to be exactly that.

However, it's moving too fast, and you won't have time to f- you know, correct your mistakes in five years, 'cause you won't be around in five years if you're not, um, considering what this could be.

What are those?