And staying with the human side of tech, how do you build people and more specifically the opportunity to build relationships with clients into your processes when implementing technology?

Yeah.

I...

Just before I get to that, I would say that that's massive, this keeping a, a, a strong lens on client experience because I think with AI and all the tech n- technology coming out, relationships, particularly in the independent channel, are gonna be the differentiator.

That ability to connect with people and build a relationship with people and stay in front of them, that human connection is gonna be a huge, huge piece.

So I think we've got to avoid falling into the trap, to your point, of getting so efficient and so focused on the efficiency side of things and really make sure we're being effective in the ways we need to, um, to differentiate ourselves as an entire distribution channel, let alone as a, you know, agency to agency.

So I think that's huge.

And now moving over to the market, and as markets in certain regions soften, how is IMG approaching that?