Nice. So I'm Jean Paul Behrens I lead the digital analytics practice at Softcrylic. I've been here what, like six years and in the industry like 15. Uh so, yeah, that's me. The biggest trend at Summit that I've seen so far is generative A I, they talk a lot about that, a lot of very creative on the creative side, but then tying it with experience cloud and experience platform, you know, kind of tying that supply chain of creativity all the way through analysis. People are watching it or measuring everything and then activating and optimizing more on top of it, right? Which is cool. It's, you know, I think it's what Adobe has been saying that they can do for a while and they're showing it. So it's very interesting.