So I was

just laughing.

I was all right.

I can't cancel it.

I'll go through it.

So as I went through it, it seemed really easy.

My biggest, you know, some of it to be, you know, I was waiting for the huge sales pitch where you get like, you got to buy these X, Y, Z products.

you have lines drawn because you have to draw those lines where it's like, I'll allow these things, but to this extent, this often, you know, do you have some rules that you built into your plan?

But that's shifting a bit in terms of who owns kinda the impact of AI and growth, isn't it?

And that was the most striking thing this year in the CMO survey.

So over half of CMOs for the first time ever told us that they're in the driver's seat on the AI investments and the decisions about those in the marketing function.

And this is unique because CEOs actually they're in charge of 70% or so of them tell us that they're driving the decisions across the enterprise and in most other functions.

Tech and marketing are the only exceptions to that.

So CMOs are now getting to make these decisions.

Now, with great power comes great responsibility, so you're also seeing expectations going way up on delivering ROI from these investments.

Mm

I mean, how did this all come about?

I know.

And if I find out who's responsible, there's going to be trouble.

How did it come about? Basically, I was scuba diving about 18 years ago.

And being a nature nerd, I was noticing all the symbiotic relationships.

So animals that look and behave differently, but depending on each other for survival.

The obvious ones being the anemone fish and the anemone, the cleaner rats in the shark's mouth.

No, that wasn't

Yeah

... with the customer.

As a result, they decreased the frequency of communication from, with some customers it was 10 times a week, to just a couple of times a week, and increased it with cu- millions of customers they were not touching at all because they didn't show up in their propensity models, uh, as high propensity to, like, really actually select a next best conversation.

And the conversion went up by 3X.

Um, customers felt better 'cause they decreased the level of, um, irrelevant communications, but they actually increased the conversion, and it wasn't just in the airline business, it was every single product, uh, they saw gains in, in that conversion.

So, and, and what was cool about that AI is it scored every customer every hour across, um, you know, thousands of pieces of content what was the best thing to show and in which channel.

That's the other thing where I think the puck is headed is, you know, before you had email personalization and web personalization and, um, in-person channel per- co- uh, personalization acting separately.

... on this journey?