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I mean, it would be hard not to talk about AI and Gen. AI as the, you know, absolute, you know, real innovation, real technology that's enabling us to drive greater productivity and real innovation. You know what we all have to be careful about what this great innovation is that we keep the humanity that should be in the creative. Why we're here this week celebrating creative and and, and we keep that focus while. We try to do more in, in AI and one of the things we did is with the artist accelerator. That's something that MasterCard does. We gave an, a Gen. AI music studio two artists, creators and not for them to avoid their artistry, but actually if they don't have access to a studio to be able to help inspire and create their own music. And so it, it really is an enabler more than it takes away their artistry. And in terms of CCTV, you know what's what's happening in that space for MasterCard, how you know if you could share a little bit of best practices and connecting with consumers, Sure. You know, whether it's connected TV or any medium, we're generally in experiential marketer. So we're less about traditional advertising, more about experiential. So particularly for connected TV, what we love about this is you could get personal, you could understand. People's passions, what they care about and then target effectively the best experiences and I, I get excited because I, I look at the trends that are happening with the likes of, you know, people are getting engrossed in this entertainment and like Netflix, and then they want to do these experiences in real life. So, you know, we had the white Lotus. Everybody started traveling to that property. You have Netflix creating Netflix bites culinary experiences now from their. Jeff shows. So it's it's a it's an opportunity to do both, enhance what you're doing in those experiences with content, but then also bring them to life for our customers who are really enjoying this this great entertainment. Less interruption, right, and more added value. Tell me a little more about content marketing and how does MasterCard use leverage this? Yeah, I mean, first experiences are what we do. Right, so I'll start with content being the experiences that we give, whether you're getting a golf lesson from a PGA pro or you're getting an amazing travel experience, this is this is the kind of thing we do from a content standpoint every day all around the world, you know, so and that's a benefit of being a MasterCard cardholder. Now when it comes to content and marketing, I could give you a couple of examples. It's really important to us. So again on that theme of not disrupting. Using advertising as a disruption but being complementary and added value. Just this past Grammys, instead of, you know, breaking the what everybody's there to do, which is be entertained and enjoy the music. No more 32nd spot for us. We did a branded integration with Siza releasing her Saturn video for the first time. It was brought to you by MasterCard. We wove in a sustainability message about reforestation into that music video and it was. Beautiful branded content piece that complemented what was going on in the Grammys, not interrupting it. OK. And just finally, what it's exciting you in the year ahead. I mean, I go back to where I started on AI. You know, AI is so exciting right now on both on two fronts, you know, the innovation and the productivity that we could have as a marketing organization and as a business. And I would say we have about 11 different use cases and we've launched several of them. So we have a Sonic brand, not a Jingle, but a melody that we use in everything, all of our marketing, our events. At the point of sale, when you make a purchase and you know that Sonic brand is adjusted for culture, for genre, for, you know, ambiance. Based upon where we're at, we have over 100 of those that we've created and now we've created a Sonic branding studio with AI. You could upload your video, it recommends the trap. Books that you should use and or it'll create one. So from the melodies we've created, it'll, it'll put together a new sound that matches the video, making it really easy for our agencies to go to market really consistent for our brand. So that's one, you know, on the productivity side and creativity side and then you know, on the what can we do to meaningfully help people? We have small business AI coming out shortly. And that is a mentor chat bot, conversational chat bot. So whether you're looking to open a business, grow your existing business, you could get real advice through this chat bot, really making mentorship widespread and available and accessible to everyone.