Is it at odds with kind of that relentless drive to rationalizing staffing that we're seeing the major agencies conducting? And, you know, if it isn't at odds with that outcome in terms of driving efficiency and profitability, how do you make it work?

Look, efficiency is going to come through AI.

It will.

We're seeing that.

We already have platforms out.

We're seeing opportunities within that.

But there's still human in the loop.

Not