Yeah.

Whether it's a casual glance at ChatGPT or very sophisticated systems that are enabling an entire organization.

And I think what we started to see is a lot of utility in leveraging AI to do two things, really.

One, to make work more efficient, but also to make work more consistent and to allow us to get to work that had previously been elusive in terms of just the amount of time, the amount of bandwidth that we had as an agency to... spend on clients.

Anything that we could bring Omega Health in to help us achieve and to reduce some of that busy workload, that's more time that we can spend on planning, more time we can spend on strategy, more time proactive test and learn agendas.

We got to a point with AI where we felt pretty confident that we could bring a product to the market that was going to be safe, secure, compliant, but was also going to be good enough with the advancement of these models, these LLMs, where we could delegate some of the work that were previously being done by specialists to Omega Health so that those folks could then spend time doing more of that strategic work.

How have their daily lives changed? And how is that ultimately benefiting the client versus the common fear or opposition statement, which is it's diluting the quality, it's watering down the delivery? What is the ultimate gain for both parties?

To flip that last statement on its head, right, that AI cheapens the work or makes it, you get AI slop is a term you hear, makes the work less credible.