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orfonts or even iterations of copies. it then allows for personalisation. so a mum versus a father might have different personas and responses to different types. having ai allows for that rapid creation iteration of different types of creative second draw in consumers. and it's notjust a promotion scheme. if it is just promotions, it cuts into bottom lines. i'm sure a lot of advertisers are pretty shy about that. to get your reaction, the prospect that could increase inflation. it is arising concern for consumers the rising cost of living. consumers are not letting up on spending. there has been pressure and they're expecting the same thing for less. we're just a few days into the new year. give us your outlook.