So I'm really fascinated, but kind of what was your process when you decided to kind of go in and all, all AI, and how did you manage to keep your team on board instead of feeling threatened?

Yeah.

Yeah, so for backstory, um, I think in twenty twenty-four when...

I think when, I think it was when ChatGPT-three came out, but, um, uh, it was, it was kinda like, wow, I, I might be out of a job here because it's not hard to look at, um, ChatGPT in March of twenty twenty-four and go, "Okay, I sell writing.

I sell, you know, pretty pictures.

I sell ideas, and this thing is gonna be able to do all of that." And so, um, I just started to think about, like, what are the things that I would need to be good at or to...

What would I need to do to be categorically different from artificial intelligence, right? And I landed on a few really simple ideas.

Um, what do you see as the necessary step forward for companies to input AI, but in a way that doesn't pull them into this vortex of mediocrity and similarness?

... and into the idea of owning categories and everything you do today.

Mm-hmm.

Yeah.

So I was really fortunate to work at the best advertising agencies in the world.

Wieden+Kennedy, Goodby Silverstein, 72andSunny, many more.

And Everything they did was, we have to do something, we have to make something that's unlike anything that anybody's ever seen, right? Because that's the level that we need our differentiation to be.

And the problem with that was just that that only was in the world of advertising.

... and play with next.