Walk me through what that actually looked like.

Yeah.

So one of the things that got us to start to think about this is I spoke about our transformation to being AI for it first.

And for us, it's kind of we understood that it's existential and we're all in AI, right? But then we come with all this enthusiasm to some of our clients and they were like, what's AI have to do with us? Uh, and that kind of got us to think, okay, like there's, there's a gap here in this industry.

They know, and these clients know that they had the thing and it's good, but they just don't see how it applies to anything outside of marketing or to the business or day to day.

Uh, so we, um, uh, so we, we, we did a few of those, but, uh, uh, the one I told you about, we ended up doing a few onsite days with, uh, this mortgage company and doing an onsite of actually walking through what they do, how they do with their different teams.

And it was amazing because you see these businesses which are built on processes that have existed dozens and dozens of years and having people do stuff which ai can can do uh uh and and free the the team members to do other stuff so all these from uh thinking about like there's actually there the more that the company we talked about has team members which look through forms to make sure it was filled properly and uh and thinking about customer experience and what context do you want to have the account executive speaking with uh a customer and what happens if he calls during the weekend and he's at home and all these kinds of, uh, uh, like real world problems, but problems that there are, there's the solution.

So at this point, like let's talk about aeo um your aeo bet is that controlling the brand's whole digital footprint not just the site is the edge in an llm world so how do you run a service line whose rules change every month