So give listeners just a high-level overview of your background and how you think about marketing as a growth engine, not just necessarily a brand function.

Completely.

So if I go way back, it's funny, my brother was in creative and was a creative marketer and I was nerdy and good at math.

And so he's like, you can't do what I do.

I'm like, but that's what the cool people do.

He's like, you're not going to be good at that.

So I got into direct marketing at a fairly young age.

But if you could pull out the crystal ball, maybe even just the next six months, even, you know, where are we going? Where do you see things going? Where should firms be making the investment when it comes to AI and marketing?