Speaker unverified: belief

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…Yeah, on Creative, so two things. First, there's something that we had been doing for years in Creative is dynamic creative with some templates, some visual assets, and we had to come up with them online. So that was something like you have Legos and it's going to put you on that, to craft you on that. In terms of generation of those ads and with a generative AI, we're not at the level of in terms of speed. There is no way unless you're ready to wait for five seconds or to the page to load. We're not there. So we have to find a way again to balance things between something that is going to be done offline and online. So we're going to kind of the Legos that I talked about, the visual assets, they can be generated either by us or by our partners with generative AI. And then it's up to us to arrange that at runtime, depending using your engine, actually, that is capable of arranging that online. But maybe at some point one day it's going to be very quick and maybe distribute something that is not going to be computed like by us, but one day in the future is going to be computed by maybe your TV or your mobile phone like online and it's going to be very quick. But we're not there yet because you've tried probably to use some of those and trying to to build an image. It's not something that... far from that, but we're not there yet. At some point maybe two years, three years, we're going to have to be able to have that. Yeah. Do you have a perspective? I'm interested in the level of personalization that you see the infrastructure supporting. I think, you know, there's of course the level of like the user experience that you've talked about a lot, which is super important. You don't want to be super creepy, but when you think about the level of personalization that's at least possible infrastructurally, do you think it's gonna be... Literally at the individual level, we could tell you a story that is specific to you, or do you imagine it being more audience and context level and kind of where do you see that living? For me, I think you're right. I think it'll be mostly more at the audience level, right? Because I think the point is going way too hyper localized. I'm not sure there's huge utility for the end user for the brand either. Brands and the advertisers will still want to retain levels of control over the look and feel and kind of how their brand is showing up. So within those kind of parameters, I think it's mostly on an audience basis. I think that's kind of at that level, I can see it working down to hyper personalized, where every single person sees a different thing. I'm not sure there's huge utility there from the point of view of driving more sales or getting more product in front of the end users.…

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