Can we chat a bit about that?

Yeah, definitely.

And you're so right.

I mean, PR has always, well, traditionally sat in marketing, and it was always the channel that had to fight the hardest [laughs] to, to get the budget in, didn't it? So yeah, Bottle has been going for over 20 years, and it started out as a traditional PR agency, and around 10 years ago introduced digital PR services that sat alongside the trad, and now we're very much digital.

And when we talk about beginning, starting from the beginning on that digital front, I mean, really in the last couple of years, in the, the wake of AI as being the, all the trades, and all of LinkedIn saying, "It's all about PR" which, yay.

Um, and I think [laughs] a lot of that has come from there's just been so much research since, you know, the, the AI models have really ramped up a gear and, and are really on all of our radar.

I had, um, I left for mat leave last year, and I left in the moment when all the sites were doing Google's on fire, and I was thinking at that time, "What the hell am I gonna come back to?" [laughs] And it simmered.

But if you're saying that actually 60% of the domains that are being cited aren't actually editorial, can we chat about that and, and how that's kind of shaping what you're doing at the moment?