 Do you have a piece of advice for another brand who might be thinking about using AI generation in some kind of significant way? Find the right partner, but also just playing with AI yourself and kind of getting over the initial fear. I think a lot of creatives have a little bit of fear around what AI can do and what it will mean, and by using it and seeing its limitations and seeing how a human and a creative can influence it and use it as a tool can really help unlock the possibilities. As we move forward, this technology will continue to evolve and perhaps get more efficient, but there may be more and more components you have to consider.