Consumer experience is one of the biggest beneficiaries of AI, according to Bose CMO Jim Mollica.

There's no way that you could create the amount of content or the amount of personalized experiences if you didn't use AI. So AI for our, our businesses, we look at it in, in three different at least I you will look at it in three different. You know, meta themes that it's impacting our business 1 speed. We could never get to the amount of work, whether it's creative and creative variance and localization for those. Being able to match audiences to day parts to product. Or really, really hard to do at massive scale. And it's helped us there. It's it's really helped us from a consumer experience standpoint. You're getting you to the right experience. Our website is really our brand, Valhalla. And some people want to just wrap themselves in the brand for a bit and learn more, hear about our rich history. Hear about the great products, our partnerships, who you know is using our products and how they're using our products and other people want to get right to the transaction and need it now. And this is helping us serve both of those audiences incredibly well. And then just sort of before the the last piece of scale, right? You know, you, there's no way that you could create the amount of content or the amount of personalized experiences for all these audiences, whether it's customer service, whether it's off channel media or whether it's on the website or in our app if you didn't use AI.