 I guess the big thing that we see at the moment and we're doing lots of work in is in machine learning and the application of machine learning for predictive modeling to all kinds of different areas and I think that's one of the big challenges is we're seeing the use of machine learning creep into areas that it was it was never used for before now because it's so easy to collect data around those things so what I would see is one kind of big challenge that we're working on now and lots of other people are working on but I think it's gonna be really interesting is building machine learning models on top of personal sense data so I have a an activity sensor on my wrist lots of people are wearing all kinds of interesting wearable devices they're generating massive streams of really fast really rich data but it's very hard to do anything useful with that and I see machine learning is kind of a big part of the solution to being able to use that data in a really useful way