Nicole Baer

Right.

For like something that would be irrelevant.

The thing that's so wonderful about it, and this is one of the things I love about AI,

and I'm a former consultant, so I always, you know, you know, bleed for consultants, but you get the work and the work is automatically, you know, it's sort of instantly out of date.

The world is changing around it.

And that's one of the things I love is we can keep running the analysis.

We keep feeding it new input.

So as things are,

shifting on the margins, we're able to understand where those shifts are taking place real time.

Right.

Wow.

So it's that's really fascinating.

So that has blown my mind.

And another thing that another technology, this is more of a.

Well, there are a couple of things, I think, a couple of vendors that I think are doing incredible work.

I've talked about Air Ops before.

They're doing content engineering where you have content workflows that have sort of a writer, editor, content strategist sort of ride along in the process.

in the workflow to produce really incredible content on the other side and then allow you to test it with LLMs and get dashboards and understand what your share of voice and citations and extractability look like for LLMs, which is phenomenally interesting.

And then what Evidenza does with synthetic personas

It was truly phenomenal in looking at when we did human research and then compared it to the evidence of research, how incredibly similar they were.