Let's kind of kick it off there.

Yeah.

A great, a great opener for sure.

So where I see content breaking down in organizations, I think a lot of this comes down to, like, just how subjective content is, right? Like, when you read something, you watch a video, or you see something cool while you're scrolling on social media, like, it captures your interest, and there's different reasons that I, Lexie, might like something versus how you, Ben, like something, right? And so where it kind of breaks down in a corporate environment is you have to appeal to the masses with what you're doing, and sometimes that's kind of hard to do when you have a social media manager and a C-suite executive who kind of have those different interests and how, like, things might spark their eye.

And so I think that's where AI kind of comes into play here and where things are kind of, you know, creeping in when it comes to content.

Creation is that we can definitely accelerate, we can create all the content, but is it gonna do the job that needs to be done? And the job that needs to be done is selling the product, you know, making our brand visible, doing those types of things.

And so there's a desire, you know, from the business that you wanna ramp up, you wanna be productive, you wanna be putting out more, more and more if you can.

How can people avoid massive mistakes in now saying, "Great, I have to scale, and I'm gonna lose some authenticity"? Like, how, how do you avoid the pitfalls in that specific scenario that I think a lot of people are actually finding themselves in today?