So what was a moment where you got into AI? Was that with Carl or was that on your own?

Well, you know what? I was always watching AI because, I mean, so we started Gesture Media in 99.

We ran that.

And then in, you know, had other companies.

But in 2014, I partnered up with Matt Wright, who's now working with us.

And we started Mammoth XR, which was augmented reality, virtual reality.

And that's when I really started to kind of be aware of AI and kind of pay attention to But it was really in its infancy.

Well, it's so much harder to edit video than it is images, right? So you either, you kind of get what you get out of the box to some degree, I imagine, but there's lots, I'm sure there's so many things you can do when you know what you're doing.