If AI is now helping with the research and the analysis and even a large portion of the creative strategy, what's left for the person? What are the people that you're hiring right now doing other than writing better copy than the robot?

At the end of the day, like where the human being sort of comes in is I like to use this analogy of like of a dumbbell, right? On either end, you need human input and the AI in the middle can sort of help sort of catalyze that process.

So where do the humans come into play? Well, OK, so we have, I would say, a pretty powerful dashboard that will say like, this is what we should be testing right now based on like, you know, time series analysis, based on trends, based on like what you aren't testing.

It's up to the human strategist to sort of say like, what actually should we be testing if I sort of combine all of these elements? OK, great.

I have a hypothesis that we should be testing this component that like the AI may be recommended.

And then so, you know, it goes through the process, you know, copywriting agents, whatever.

On the other side of it, maybe some copy that the AI wrote for you, right? You have, it determined the persona, determined the angle, determined the emotion, maybe determined the format, and it gave you some copy.

So give us the quick overview of what does it do, how does it work, and maybe where you're taking it from here.