What are some of the areas you think they need to make sure they're great at to give themselves a really good chance on Saturday?

Yeah, well, clearly grand finals, and this is where, you know, it's the old head and heart situation.

The heart is obviously going to be supporting Fremantle.

The head tells me that the experience that Brisbane have, having been there and done that, you know, some of them are going for their fourth title.

fourth grand final and obviously all the premierships and everything else.

And the preparation is super important.

The mindset is super important.

Peter, are we likely to see a change? Brendan Cox, what's his status?

What are some of the areas you think they need to make sure they're great at to give themselves a really good chance on Saturday?

Yeah, well, clearly grand finals, and this is where, you know, it's the old head and heart situation.

The heart is obviously going to be supporting Fremantle.

The head tells me that the experience that Brisbane have, having been there and done that, you know, some of them are going for their fourth fourth grand final and obviously all the premierships and everything else.

So the preparation is super important.

The mindset is super important.

But for Fremantle, just two things that you're going to be looking for early, and they're really basic bits.

Peter, are we likely to see a change? Brendan Cox, what's his status?

Crunched by

Adam Simpson.

Absolutely pole-axed.

Adam Simpson threads his way through, gets the kick away toward goal.

Unbelievable.

Good

And in the blue corner,

the challenger, Extra Strength Hatterday! Eye drops that work all day to prevent the release of histamines that cause itchy, allergy eyes! And the winner, by knockout, is Hatterday! Hatterday, bring it on!

But he is, isn't he? If he plays well and takes it, clunks a few marks, kicks a couple of goals, uh, he gets a few of the boys on his back.

Yeah.

He's, he's the, he's the real leader out there.

A lot will be talked about, you know, Caleb Serong and Andy Brayshaw, they're good leaders.

Alex Pearce is exceptional.

He was one Fremantle player who could hold his head up.

But I agree, uh, Tracy's the, the guy who can get them going.

And then they rested a few players and maybe got a bit cute at times? I don't know.

But he is, isn't he? If he plays well and takes it, clunks a few marks, kicks a couple of goals, uh, he gets a few of the boys on his back.

Yeah, he's, he's the, he's the real leader out there.

A lot will be talked about, you know, Caleb Serong and Andy Brayshaw.

They're good leaders.

Alex Pearce is exceptional.

He was one Fremantle player who could hold his head up.

But I agree, uh, Tracy's the, the guy who can get them going.

Yeah, they did.

But in just a long year, it looks like you've got a guy who's prepared now for the fans to go nuts anyway, that he and his guys have got that focus, the blinkers are on, that even if the city was to get carried away like it did last year, they'd be able to weather that, if you like, for lack of a better phrase.

Yeah, Sam, we'll start with the latter part.

And the points you've made are correct, in my opinion.

It's a really mature group.

Justin's encouraged the fan base to just run with it, have fun.

I mean, that's what you follow a team for.

And I mentioned before that Fremantle's fans have been success starved.

And this, if not for your mum's maybe trained expertise, might have ended up a little bit more horrifically than what it already had.

Hey, Billy, what did you take out of the game? Was there any concerns or anything that Melbourne did that maybe, I guess, other teams might look at? Or was it just the fact that they just took them on and just tried to attack and it came off really late? But, yeah, what did you think?

Yeah, it's a bit of that mix.

Obviously, Melbourne have been excellent at the MCG and Stephen King has got them humming and they really do take the game right at you and they were too good in the end.

But it's no great revelation here, but where they got Fremantle, I think, was in the contest primarily.

They were really good in the contest.

They were really good on ground ball particularly.

And without getting too technical about it, I thought they nutted Fremantle a few times at what we'll call drop of the ball.

Is that fair?

But yeah, what did you think?

Yeah, it's a bit of that, Bix.

Um, obviously Melbourne have been excellent at the MCG and, and Stephen King has got them humming, and, and they really do take the game right at you, and, and they were, they were too good in the end.

But it's no great revelation here, but where they got Fremantle, I, I think was, uh, in, in the contest primarily.

They were, they were really good in the contest.

They were really good on ground ball particularly.

And without getting too technical about it, I thought they nutted Fremantle a few times at w- what we'll call drop of ball.

But we know what happened to Adelaide last year, and they obviously have a point to prove too.

So, Peter, can you describe a build and something you've realized as well?

So I'm kind of building one core system to run my entire business.

I just decomposed it into now I have a central business system that will do all the GTM and the research and the content.

And that's basically the system of record.

I've got an orchestrator for managing the multi-step autonomous flows which are kicked off either by cron jobs or by triggers like there's an inbound email which means it needs to be deterministically classified and then it needs maybe a haiku to have a little look at it and then if it needs to go to a response it goes through a multi-step play depending upon whether it's replying to a partner or a participant or a presenter let's say Then I've got a task management system.

I deliberately broke that out.

So if I ever wanted to use Beads or Linear or Jira, or if I open source this and have other people who want to use other systems of task, I can do so.

I'm curious, like whatever you have as well.

A lot

of this is the context, right? A couple of separate things I'd say.

The first thing I'd say is don't expect 100% adoption.

That's not a realistic goal.

I was speaking with Angie Jones, who did this transformation off the last year at Block, Jack's company, before she moved on to the Agentic AI Foundation.

And she was like, we looked for 3% to 5% of people.

That was our number, 3% to 5% of the engineers.

Because that's how we get past the mandates is being able to measure the process, I think.

Yeah.

And that actually would do the same job as where I described without the need for an MCP server.

The problem becomes more complex, though, when you look at a lot of the use cases for these conversational queries.

I don't just want to know how long it's going to take to Manchester.

I want to know if I can get public transport.

I want to know what the weather's going to be like so I can plan for my journey.

And suddenly...

There is, and I think,

And I would agree with that

statement.

And first of all, we should all regard our first party data as something precious and to be where we are custodians of it.

And we should treat it with care and respect, not just for our reputation and the trust of people.

that consumers place in brands, but also there's quite a bit of regulation about this topic as well.

So, you know, if you want to stay on the right side of your customers, then you clearly have to protect your data.

And the second thing, though, in terms of bringing AI to life and creating the type of customer experience that we all aspire to is The public LLMs are just trained on everything on the internet, good and bad, acceptable, unacceptable.

And as we continue to look ahead and more organisations continue to inevitably adopt multi-model AI strategies, What do you think becomes the defining factor between those brands that strengthen their relationships and those that quietly erode them through over-automation or misplaced priorities? Do you think that gap will quickly widen?