execution? So I think right now there's a gap between that and the execution part. I think what's happening is the CEO is going to the technical team, And they perhaps may not need to. 

Perhaps they need to go to the creative team to think about how the workflow and how AI can impact the business before it goes to the technical team. 

And I'll give you an example of this. If you're building a house, do you go to the engineer straight away or do you go to the architects first, right? 

The architects design the house. They're trying to pull usability, functionality. How's this house gonna work for me, right? Then you take it to an engineer to make sure that it's safe, to make sure that it can be deployed, to make sure that it can be put into use for the company in terms of integrations, in terms of security. 

So right now, I think companies aren't doing that. I think they're missing the architectural part, and they're going straight to these engineering teams, and perhaps they're not looking at it from a creative