Why do you think that digital authenticity means so much from a consumer's perspective? And why did it become so important and a critical issue today?

Yeah, it's such a good question.

And we conducted a survey in conjunction with Ipsos to look at this idea of digital authenticity pretty much in the age of AI.

So we wanted to understand what is authenticity? It's a word that gets thrown around a lot.

What does it mean? Why does it matter? And we've defined it.

as the extent to which a brand's digital experience feels credible, relevant, and responsibly delivered.

Now, those are words.

How does this change the way retailers and brands should think about the customer's journey? Because it totally revamps it.