Yeah, exactly.

So, yeah.

So, anyway, let that sit where it needs to be.

But jokes aside, I think, you know, when I had just mentioned about like a person being able to see something in the world and then find how it can come back and be a creative idea, that's actually where the taste really exists.

And you can only develop taste by like, experience, unfortunately, like, it's not something you can just like, I just have it.

It's like, no, like, you kind of need to like, watch a lot of content and be like, what's good, what's bad, and just know it right.

And like, you can refine that palette, if you will, of what's going to work and being able to be creative, like, I actually think that's like, you know, creative director tends to be this like very ominous, vague term, and it can be from like a title perspective, but I think that's like, you know, you think about the people who are putting together like beautiful Pinterest boards, you're thinking about people who are grabbing inspiration all the time, Those are people that are really, really good at being able to generate ideas.

So I think

But maybe as you all think about your process, and, Matthew, I'll kick it over to you, like, as you think about your process, where do you, like, refuse to use AI because you've seen these mistakes? Just, like, a specific example for where you're seeing it pop up would be sweet.

Yeah, I think the big idea is, right, so I think the reason why people are struggling with AI is because they don't actually know their workflow to come up with content, right? Like, let's take AI out of the picture, right? like, let's say five years ago, how did you make an ad? You know, like, it sounds ridiculous.

I was just saying that, but it's true.

Like, what was the process, right? Like, you'd have to like, finding you're searching, you're thinking about the world.

So I find that, like, anytime somebody is like, prompting, like, Claude to be like, give me like, like, whatever, put in the CSV of Facebook ads report and being like, what are they gonna do? Find out from the naming convention what the best ad is.

And ultimately, the problem with that is that it's because it's only looking at what exists now.

But the best brands are always creating ideas that do not exist, right? That is how you get scale.

So like, what else do we need to do to be able to do this? And what's your opinion on this? Because I think If you don't, that widening gap between what the creative strategist wants, which is to slow down, and what you want, which is efficiency as an owner or an agency owner, is going to become more disparate, and it's not ultimately going to serve the end consumer well.