[laughs]

... for us, we really think about AI a little differently than a lot of the buzz in the industry.

And ultimately, my, my philosophy personally, our philosophy as an organization is that AI can be most powerful, uh, as a means to do things that humans can't, rather than as a replacement for the things that humans are doing today.

And I think it's especially true in marketing where the discernment, the decision-making, the creativity that's required to put a really good marketing program together is not something you can easily hand off to AI.

And if you do, consumers are smart, and consumers are interacting with AI everywhere, so they spot it, and they typically call brands out that over-rely on AI to do the things that humans should still maintain, the strategy, the creativity, the positioning and messaging.

And so instead for us, as we've built with AI and as we've taken on different, different initiatives, we really focus on, like, what operationally can AI help us solve that we wouldn't ever wanna put on a human.

So I'll give you an example.

How would you define AI slop?