I haven't heard that one.

So this is Deb Cohen, who has written a book all about bad influence, right? So she's a previous Newsnight journalist, medically trained doctor, but opened up the BMJ investigations unit many years ago.

She's a top, top tier journalist.

medical broadcaster and her interest is all about parasocial relationships where people trade and build trust and relationships on the fact that they're a doctor or look like a doctor or even they're not a doctor, they're just an AI synthetic generated avatar with a stethoscope, right? and then they bring them all across that journey and then they sell them something at the end which is not evidence-based got nothing you know to back it up yeah so so we've got to be mindful of of looking at this in yes there's a lot of misinformation out there because everybody can contribute to it yeah however there are great clinical content creators out there that are doctors on the front line and this is james summer who someone else you should get on on your pod he's amazing Got a medcoms company.

You met him, in fact, some agency day.

And he was talking about how clinical content creators are stepping in and filling the void left by Public Health England when it comes to providing evidence based information in an engaging way.

So it is a bit like the Wild West out there.

So that's what I wrote down as what I thought was the good and the bad use of AI within what we're doing.