So maybe we'll start there and just kind of focus on the Coke relationship.

It exemplifies one, the organizational way we set up SilverSide and also the model that I think is very different and unique about AI.

As you're asking, by the doing, you begin to start to see the possibilities of AI.

It actually allows you to think about new and different services.

I mean, when we started with Coke, it was two summers ago and they came to us with a very simple brief and it was out of their innovation group.

It wasn't really out of their core global marketing operation.

And it was, you know, can you make the holidays are coming bigger, bolder, better and maybe a little less expensive using A.I.? ? and it was an experiment it wasn't intended for any kind of big production or distribution and because we could set up and develop a small team and working in really fast iterations as pj discussed part of why it was such a different model than what you would do in an agency is meetings and creative feedback loops were happening minute by minute over whatsapp you didn't have big teams set up in slack you weren't setting up meetings and exchanging briefs you were doing things at such a fast pace between client there was almost no distinguishing difference between the relationship and the speed at which you could move and integrate and adopt technology that was fast-breaking was incredible.

Does that mean that they automatically need to include multiple partners like maybe a POD and a SilverSide in that RFP? And is that how you're doing it? Or are you taking in anybody as like an agency of record kind of relationship?