I think the challenge ahead now is for the vendors to harness the AI services and capabilities that are out there and translate those into tools that actually create an ROI and a benefit to buyers. And of course at the same time we've been seeing buyers particularly the bigger higher profile media company than the public service media and paying really close attention to the rules that they want to apply around how they go into use AI, particularly generative what when the AI is creating content, when is that ethical to do but from a particularly for say news content, what's the right role for AI and news and how do we manage that effectively and how do we signpost what's been created by AI and what's being created by humans.