Yeah, I guess what the landscape in America is looking like and whether you think there's a real opportunity for UK brands to crack it.

Yeah, definitely.

So why America? Let's just start off with some of the facts, right? There's about 330 million people, so it's a pretty big market to tap into.

There's only one language for the most part.

There are Spanish-speaking folks, but typically they speak English as well.

There's one currency.

And the kicker is that people in America are just consumers.

But I think it's really important to understand what AI and how it's impacting the US in terms of, I guess, how people are discovering brands, but also how is it changing the marketing function, like where you are, like what's AI done to shift in your world?