Nir Weingarten

All right.

That's amazing.

I don't know anyone that bought a plane ticket, but I see videos like that every day.

And the point I'm trying to make is that from my experience, from my point of view, I think AI today at least is inherently good at, it's inherently talented in content and in engaging people, hacking their dopamine systems and understanding what makes people pause and look at a video and pause and read something.

And there's other things that it struggles with.

I think it's much harder, at least from my point of view, to create a system that would do a series of actions that would actually have a high stake purchase at the end, much more easier for the technology to create engaging content.

And when you think about what's the simplest form of content that a list technology can actually automate end to end,

And that has a lot of market value too.

That's how we got to lifecycle marketing.

And that's how we got to stuff like emails and SMS messages.

Think of an email.

An email in many cases, it's an image, it's a microcopy, a subject line.

And now don't get me wrong.

Creating an email from scratch or a mid-market or enterprise brand, then that email would be good enough to actually be shipped to tens of millions of people is extremely difficult.

But it's possible to automate today and to end with today's technology.

If you look at a website, for example, to create a website or to change a website dynamically with AI, we're not breaking stuff there.

That's a couple of orders of magnitude more complicated.

Also videos, by the way.

So lifecycle marketing is, in my opinion, in our opinion, the lowest hanging fruit for AI automation in terms of what the tech can do and in terms where there's a lot of commercial value.

So I would say that's the first and most important aspect.