I mean, at what point, what are you looking forward to getting your hands off of? And what are you going to hold onto as tight as you can?

So this is where, like, for me, I still am a huge believer of the human aspect of research in just the high level of ideation.

And that's still where the high level that, you know, we're, Why do we target this avatar or this customer versus this customer? Or through research, we found this whole new world of people that our product can massively help.

And we just didn't know that before.

So it's like those things right there, I still haven't found AI to be really good at.

Like if you ask it for some baseline, hey, give me a few different types of people we can target.

They'll just kind of give you a bunch of generalized people.

Or are there things we should be concerned about as marketers with that?

So I mean, Nick, what parts of Facebook, you know, with this, like, which, which of those phases here from ideation to, you know, generation and all of that, I mean, at, at what point, what are you looking forward to getting your hands off of, and, uh, what are you gonna hold on to as tight as you can?

So this is where, like, for me, I still am a huge believer of the human aspect of research and just the high level of ideation, and that's still where the high level that, uh, you know, w-w-why do we target this avatar or this customer versus this customer? Or through research, we found this whole new world of people that our product can massively help and, you know, we just didn't know that before.

So it's like those things right there, I still haven't found AI to be really good at.

Like, if you ask it for some baseline, "Hey, give me a few different types of people we can target," it'll just kinda give you a bunch of generalized people.

But actually, you know, seeing that and seeing people saying, "Hey, I need this product," and seeing people that, you know, there's this opportunity out there in this market through research and stuff, like, that's something you-- when you see with your own eyes, you have a lot more conviction in, and you can also have a better gauge of actually how to open up that conversation inside of the creatives.

Now, as far as, like, the, the manual world of, like, sitting down and writing some copy and stuff, that's something that I did hold on for a while, and we actually kinda phased that out now, and a lot of it is just AI writing the copy, and now I find that it's more people doing what's called just copychiefing, where in ninety percent of it, we'll get the AI to write, and then from there, the last ten percent, we're just tweaking to improve things a little bit.

And there'll be some scenarios where we're just better off writing it ourselves because, uh, we just know exactly what we want to say in the copy itself.

Or are there things we should be concerned about as marketers with that?