You've got a little virtual via going on.

Pretty much.

I've got a virtual me for certain things.

So one of them is when I duplicated myself in terms of communications, like written communications.

And the problem that I was trying to solve with that is like a lot of the times as creatives, we're trying to sell our ideas, right? And we sell ideas to people who are non-creatives like, pretty technical, pretty senior, have their own way of thinking in their own world.

And I was noticing that we were getting a lot of backlash, but not backlash, but like more feedback that sometimes we, objections that we couldn't handle basically, or objections that ended up with us kind of just doing it instead of fighting for a point of view.

And so I spoke to the team about like being more, you know, having more agency and how we communicate and sharing our perspective because we are the experts.

And because I think, you know, a lot of people have said, had someone come to them and say, can you AI a bit, please? And it's the most frustrating sentence because you're like, what do you mean? How are you having communications with the broader business about where AI sits and what it could look like?