And as we're going to go into this, I'd love people to understand a little bit more, you know, who you are, what is it you're doing? Because I think it'll be a very useful context to why we're talking about that aspect of AI having taken over, not so much taken over the way we write creatively.

Yeah, so I'm a copywriter and I specialize in finding a voice for a brand and telling them how to talk.

And then I create guidance to go with that voice that I've created.

I've had a bit of a journey with AI in the last year and a half.

So at the beginning of last year when the noise was really loud telling copywriters that AI was going to replace them.

And I really believed the hype without doing any research, which is so stupid because I later found out or realized that to be informed is to be armed.

And had I informed myself earlier, I might have saved myself some time.

I'm curious how you feel about it.

Yeah.

For, for the reasons of you're born.

So what is happening now? You as a child, especially if you're like two, three, four years old, right? Very suggestible.

Brain waves are theta, which means everything's coming in.

I don't have experience and I don't have knowledge.

So therefore, what I'm witnessing, observing, so I could be experiencing something or I could be observing something.

So I can observe my parents having a discussion about a woman dressed provocatively and how bad that is.

[laughs]

What do you what does it look like for them? Like what's in it as well?

OK, well, let me come back to what's in it.

But what it looks like is quite uninspiring, I suppose, because I am old and old fashioned and I don't really know how to work anything.

So I'm always clear at the start of any project that what anyone will get from me at the end is something in a Word document or PowerPoint document.

And that's OK, because the brand will have a design team or a design or brand agency that can make what I've written look good.

And it's really important that it looks good.

When I worked at Sky and I wrote the whole brand book for them, it's a big entertainment brand in Europe and it just looked stunning.

for our listeners then, like if they want to be a brand writer, what's the fastest, best way to do it?