John, what's your perspective? Were there certain things that people were talking about this time a year ago at Cannes that haven't really b- yet materialized, or, or the other thing is, could be true is, you know, h-has it happened way faster than people were talking about?

So I think both are true, depending on where you start.

I mean, I'm surprised at how much we are using AI in our work every day compared to a year ago.

Um, but some of that is, you know, as a, as a large corporation, we're, we're a five billion dollar corporation, we have deals, so, you know, we're very careful about how we use it internally, but everybody in our company, for example, has access to both Copilot and Gemini internally, um, in, in a secure environment.

And for how that affects our media business, we're using AI to do our analysis of every campaign every time we run anything now, so that's become part of it.

Um, Sabre has also, uh, agenticized every API that we have that's outward facing, which we were the first company of our scale to be able to do that.

So now everybody is experimenting with that.

Yeah.