How are you thinking about that and how is that changing the role of IR in terms of how folks are doing their job and then how they're engaging with investors?

Great question.

This is, you know, as you know, Mark, you were part of our annual conference committee.

We, you know, as we do a call for session proposals every year before the conference, you know, in the last two years, You know, we could have done our annual conference on nothing but AI and investor relations, right? This is just the hottest of the hot topics.

And, I mean, there's always going to be a hot topic and there's always going to be evolution in the profession, right? But this one certainly seems like it has the opportunity to really transform the profession if you're interested and willing to understand it and embrace it and kind of bring it in.

But, yeah, we're definitely already in kind of an environment where this is – you know, this is having an influence and an impact.

I know, again, if I'm going to refer to someone else's work here, Eric Carlson from Notified, or Equinity, I guess, you know, he put up a LinkedIn post the other day, as I think back on it, and it was about, let's see, I've made some notes here for myself.

So, You know, what do you think the biggest threat is to the relevance of IR? And then maybe on the other side, you know, what are the opportunities that IROs have to be even more indispensable to their organizations moving forward? Maybe, you know, yeah.