Ely Greenfield

And then the last thing I'll say is we are customer zero.

Our marketing teams are huge users of our products.

They are the people we guinea pig on.

A lot of the features we develop, we develop first as duct tape and bubble gum features that we develop just for their use.

And so they're early users of all the work we've done with Foundry and

Firefly Creative Production, which is about how do we do real customization of the AI and scaled out delivery.

When we build Macs, we create the hero assets that are going to get used, and then we have 5,000 variations of those assets we have to create.

It's that team that does that.

They're our guinea pig for how do we use Gen AI to make that fan out of just resizing and scaling content and changing the colors.

How do we make that something that happens at scale?

We use all this.

Yeah, so I'd say there's two things there, and it really gets back to the first question you asked, which is Firefly is now starting to turn that corner.

It started back when we first built it as, like many other Gen AI offers out there, it was a playground, right?

We built this technology, we put it out there for people to play with.

You type in a prompt, get an image.

That was great.

Where we've been going is that explosion out from that single piece to now a collection of

useful pieces of the creative process, again, whether it's our models or other people's, that then starts to surface up into an integrated platform and into those tools.

And so that idea of

I think generative AI, as it becomes an additive, non-subtractive, and atomized piece of the creative process that can be used in lots of ways, it is really evolving to become this platform of new things that is going to grow into, I think, a dramatic reshaping