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The picks and shovels if you like, the chips that are used for all the computing power, and i think only the larger companies will be able to do it at this sort of scale and this cost and i think inevitably, as they are forced to grow organically because of regulation, i think you will see them expand into it. i would say the six platforms would be western, eastern, press apple and microsoft will be the interesting ones. just briefly, five months were a year's time from now, what is the impact of al on advertising and marketing? i wish i knew. it is different, five minutes to five days, even f...

Years was having said that, i think it will be a much more efficient, much more effective marketing model both bit will be algorithmically driven, the human creative side will be increasingly important but in a different level. it will be those decisions and those views and those judgments will be made with much more effective data than we have ever had before and i think it will be a much more interesting actually environment because we will have much more data, we will have companies that are leaner, that are more efficient, that are flatter, and where people across the organisation are much...