Have you ever had a, a campaign, a product, or a situation that made you think, "This could only have happened in the Middle East?"

[laughs] Yeah, yeah.

Uh, I love how they want to innovate with speed.

I do love that.

I think governance is gonna take time, but they are very willing.

Um, and yes, you know, we'll need to break down those institutional silos, but I like that, you know, it's, it, it's the government, really.

So the willingness of the UAE government to embrace AI at a national level is unlike anything I've seen anywhere else, right? So it's public sector innovation, uh, with the framework to transition about 50% of their federal government sectors and operations into au- autonomous agentic AI within two years, right? So, uh, think hyper-connectivity, hyper-personalization of consumer services, and that's a, a brilliant ambition.

Uh, okay, so then let's, uh, kind of look into the future a little bit and think five years from now, what do you think advertising in the Middle East will be known for globally? A- and what needs to happen for that to become a reality?