The conversation that I don't hear happening that I think we're missing is how is AI disrupting the customer journey? And how are we rethinking our our touch points with ai in mind i haven't seen one brand yet really come to the forefront to say hey this is how we rethought about our steps from a to b and i'd love you to to give us some thoughts around that because i know that you've especially in your position where it's you are thinking about that digital experience all of the time how are you kind of thinking through that

Yeah, it's a great question, Katherine.

And Kim, I loved your framing around how we need to be deliberate about the tools that we choose for the problems that we're trying to solve.

I think early on, and this is okay, because this is kind of how it happens with new technologies in this space, is that we gravitate to the shiny objects.

We go, hey, this is interesting.

How can I use it? And we start figuring out just how to apply it anywhere.

And not necessarily focusing in on the use case specifically that's going to drive more efficiency or more revenue.

Well, how are you guys approaching it?