[laughs] Manuel.

I would say it's false.

And brace, brace yourselves for what's coming because the biggest impact AI had was on the creative side because it was the easiest to, uh, pivot from what it was and what it's become.

But the biggest impact of AI is gonna be on the business model of companies because we're shifting the mindset from how much, how much time did it take to reach this value to how valuable this is.

The time now has no value.

Knowledge has no value whatsoever, right? So for me, it's false, that myth, because the biggest impact will be on the business model side where FTEs, ad counts will stop being the currency, and the outcome is starting to be the, the currency.

How do you value outcomes? How do you value that? So that's a huge impact that not only showcases the creative si- creative side, but also the efficiency side, and I wonder how agencies will collab with brands in the future, no? I wonder how creators, when they're building their content, it's in production and all of this, how, how are they going to charge for those pieces as well? It's gonna be a big, big change coming up, and I think the reason why it's still now because we are in a transition phase from legacy to AI.

What do you think most brands get wrong when it comes to building brand advocacy?