Nicole Baer

Broadly speaking.

Okay.

But it's.

Yes.

Yeah.

You always, I mean, if you're really interested in a company's financials, you got to read how they're.

Breaking it down.

How they're describing the way they calculate certain things.

You know, I think one thing, and I get this question a lot from like when I go do speaking from young professionals, like what kind of job should I pursue?

Because that's going to be AI proof.

And it's a hard thing to answer.

But what I tell them about marketing jobs from my point of view is that AI allows marketers the freedom to do higher order work than we've been able to do in the past.

I think that does create challenges for early entry marketers because a lot of that work would have been the kind of work that we now have AI do for us.

But coming in with those AI skills is what kind of gets you past that initial barrier when you're very early on that you're coming in with an AI skill set.

So I emphasize to marketers, AI is not the death of marketing by any stretch of the imagination.

It frees us up to do the kind of work that marketers want to do, which is creative.

And by creative, I don't mean capital C creative necessarily, although that's also true.

I mean, the kind of work that we do at our core in marketing, whether we're an analyst or we're truly a creative, like our job is to create in marketing.

And I don't think AI changes that at all.

In fact, I think it empowers that work.