Tom Coad

not even a 2026 thing, that's a now thing and the people who are doing that the best are going to benefit from it because we've all seen things around how that search activity is dramatically increasing.

The Google piece is very interesting, very, very interesting from my perspective to see that proof of concept that they did in the US and then I guess the acknowledgement that that was directing straight back to the agencies as well and just how that dynamic then plays out.

And I guess my final point there is around maybe the difference between typical search and the AI search, large language model search.

a large language model search is trying to get you the best answer the first time, which is not necessarily what search engines are trying to do.

They're trying to get you to click through multiple results.

And this is probably different to the portals discussion, but if you can optimize and you've got it in those multiple different places, and even if you have it there all at once and it's discoverable and it's the best answer,

outcome or option for that searcher then it's going to come up first and that that's what you really want from those those large model experiences and part of that is cost right you don't want lots and lots and lots of different searches but it's a really good customer experience from for those models and then i think helps helps find and match the best buyer with the best

Yeah, so we've got our AI conversational tool, which is kind of primarily SMS or text messages.

We're actually seeing a shift to what we've discussed around more calling, more interaction with those agents themselves.

So where we're really looking is you've got the conversational capability, but what is that next best conversation with that person, whether they're a vendor or whether they're a prospective vendor or whether they're someone that came to an open home three years ago and how do you start

at scale when you've got 5, 10, tens of thousands more within your database?

How do you do that at that scale?

I'm sure that Nurture Cloud is playing into that space exactly as well, James.

That's kind of where we're shifting to now, and I think what AI does is it takes the

The pieces and the processes where the value is not in doing the thing, the value is having done the thing.

So if you want to communicate with the person, sending the communication is not what's valuable.

It's having communicated to that person.

And then as it becomes more accessible and better, it's that hyper-personalization.

So those videos sound extremely cool, Diego.

I'll be very keen to see some of those.