Ep. 57 - From Cannes to Chaos - CMOs, Creators & the AI Tension

Speaker A: Foreign. It's the SaaS brand strategy show. I'm, um, Mike Gerasi with my friend and partner Dustin Robertson. Today we're joined by Winston Binch, a repeat guest, uh, on the SaaS brand strategy show. Winston is the chief, uh, brand and Experience Officer at Gale. Um, they're an integrated agency that kind of works at the intersection of creativity, data and technology. They work with clients like Delta, Don, Julio and milkpep. Um, and Winston really sits at, uh, the center of a lot of strategy that goes on surrounding technology, um, media technology strategy, all that other stuff. And Winston's just back from Can Lion 2025 and is going to kind of give us a field report, um, on his experience at CAN about what's going on in media and tech and kind of what's going on in uh, CAN in general and how that applies to startups or really any brand that's trying to figure out differentiation in this kind of moving, moving market, if you will. How's that? Thanks, Winston. Thanks for joining us.

Speaker B: Good to be back. Thanks for having me. Yeah. So I, um, mean, can was actually in June. Um, we're racing through summer here. But, um, it was a, you know, I've been 15 times it dates myself a little bit. But, you know, I've lived through three previous digital revolutions, have seen many things. Um, you know, the festival is now 71 years old. You know, and it's the, the, the intent and the idea around it was to celebrate the most creative work in the world in advertising and marketing. And you know, that, that's been the legacy. And when I first went there, you know, they have same where they do the film festival. You see, you know, the celebrities all around the, the famous Palais, which is the conference center where all the activity used to take place. That's where the award show is. And you know, one of the, the cool things that you can actually still do is the, the Palais floor lets you walk, um, around and look at all of these, all this amazing work. You know, this year to put in context, I think it was over 26,000 entries from around the world. It's a global festival, global show. But, you know, with the rise of big tech, right, we saw transformational changes just in culture and business and, and CAN really reflected that. And you know, when I got there was all creatives, then Google, Twitter, Amazon, Pinterest and on and on. Showed up, um, Martech, all the Martech. And you know, SaaS companies started coming because they're like, hey, this is the place to be. It' really was kind of like the davos of, of marketing. And you know, with that transformation, you know, more of the activity and interest and engagement kind of left the Palais and went down. There's a Quasset the beach and all of the big tech companies kind of um, posted up on the beach and more and more people came, it grew, it became more diverse and really there weren't even that many clients really when I first went. And now it really is, I think, changed from a show for creative leaders to a show for CMOs. And of course, if CMOs are there, every tech platform wants to be there as well. And you know, I think, you know, our holding company Stagwell, which is one of the larger entities, right, um, bunch of agencies within, within the company, Gail's one of them. We've held now at our own mini conference called Stagwell Sport beach, which, you know, features athletes, brands, um, creators, um, during the festival. And so that's just one example. I mean every so many, all the other hold cos have these, the tech companies have their own kind of mini conferences. So it's, it's a very busy and hectic week this week. I mean this last year, you know, it was uh, intense, long days. But, you know, the, the conversation now, right, is, you know, the, the AI conversation was dominant. You know, creator is another thing that's been percolating, right, as we're see, we've seen Mr. Beast kind of just crush brands in terms of audience growth and at the velocity. So you have creators now and Cannes lion has a creator track called the Lion's Creators that's there. But AI was by far the largest kind of dominant conversation and really, you know, creativity. If you went down the Palais, you're seeing the work, but it's becoming uh, less and less of a leading conversation.

Speaker C: How does the takeover of AI for the kind of the mind compare to when Google and Meta kind of came in and you guys realized the bulk of ad spend is going to move from, you know, terrestrial television and billboards to digital?

Speaker B: Yeah, well, there's similar. I mean, I feel there's probably new people there. Of course there is, but there's a similar playbook going on. It's just like, you know, the big tech companies come in, came in with these promises to our clients of like, we can do everything, you know what I mean? Even though that many of them are closed ecosystems. And you know, I think that kind of started really in around 2010. And you know, I think in the beginning, right, like of these hype cycles you know, some of our clients went in all, all in on that and they went all in on certain platforms. But then they backed up and realized it's like, wait a second, our consumer uses all this technology, uses all these platforms and we need to be conversant and be able to work across all of them. So it kind of, it settled down. I think the cloud and computing and data revolution probably, you know, shifted things, as you guys know, more towards a performance orientation, uh, more mid and lower funnel kind of focus. That's still here. This is, there's nothing that's created as much anxiety. That's what I would say this is.

Speaker C: This is more anxiety for agencies or for everybody?

Speaker B: Pretty much everyone. You know, I, I think that there is in the past, you know, I think agencies were really excited about, you know, the power of, you know, Facebook's, uh, advertising platform. It's the most revolutionary, powerful ad platform ever created. Right. And it enabled all types of new, uh, content, storytelling, snap, maybe two. I think it also was challenging for organizations and agencies to kind of figure out how are we going to operationalize this. Our budgets have not gotten bigger, but now we have to create much more volume. But that it wasn't. I just didn't get the same sense of anxiety. I think now what we're facing, right, and we're just hearing people go to the inevitable worst, the existential stuff, marketing's dead. You know, I think there was an ANA report done that presented at the conference that said around, you know, 70% of CFOs believe that, you know, everything marketing does can be automated soon, essentially the marketing department is dead. So when, when clients start hearing things like that and you know, certain agencies, yeah, it can lead to a little panic. But again, having, for me, having lived through this also with most my focus and passion largely being invention and innovation for brands for most of my career, I get excited about the possibilities. And uh, in fact, I don't buy into the doom and gloom at least in the very near term. You know, who knows what's going to happen years down the road. Down the road. But you know, all this stuff is, I think you guys know, takes a long time, particularly for legacy brands to enable. I mean, I think it's different for maybe some of your clients who can move very quickly and you know, don't have the complex, uh, matrix orgs to navigate. Um, but, you know, it's. Yeah. So I sense a lot of unease.

Speaker C: Can we talk about some of those, um, just like dams or whatever that the big orgs are Facing because does feel like the infosec team would kind of be in the way of the marketing team figuring out how to automate themselves away. Like they're only, I've worked with orgs, they're only allowed to use Copilot because it's within the Microsoft.

Speaker B: That's right. So there's enterprise license issues, right? And then enterprise license issues comes out to rights and clearance and usage. I mean that's the rights and clearances or what I call the business affairs of it all becomes kind of the blocker right of like you know and MSA level agreements you know that are you uh, know put in place between agencies and holding companies and big brands at the beginning and sometimes honestly take months if not a year to complete. So now we're talking about and all this stuff's going to get evened out. I think we're talking six months to a year before these agreements uh, really start changing and shaping. We're seeing that happen now but I think that those kind of administrative back office um challenges that those are the things in the way right now for a lot of big brands.

Speaker C: Nobody talks about it because Gail maybe you guys have figured out some amazing tool and it's built in GPT and you can't really figure out how to replicate it in Copilot or Gemini or Claude or. And your client won't let you use it. So like what do you guys do?

Speaker B: Right now what we're doing is we have Adobe as a partner of ours so we use uh, Adobe Firefly and we're you know we can use that. So Delta, we talked about Delta last year uh, we did their, basically their Spotify wrapped up campaign which is the year end review um, for SkyMiles members. So for millions of SkyMiles members we created a kind of CRM centered campaign that essentially gave use their data in pretty surprising ways. You know everyone gets these year end review emails. We all junk them immediately. There's you know Spotify Rap still pretty good but there's not that many that are novel or kind of culturally smart. We decided look at my Strava one. Yeah, you and I like Strava. I guess this group we like our Strava one. Um, but you know Strava Spotify that's kind of the mix. So we're like well you know how can we turn this into a cultural moment for Delta? We came up with this idea of creating you know thousands of unique bespoke badges based on your travel behavior or other kind of data points. You know Dustin, if you don't travel with, you know, check your bags, you get like the strong arm, you know, like ah, Euro badge, visited Edinburgh, you get the plaid castle badge. But in and if you traveled last August you get the Bratz summer and you're under 30, uh, badge. So we like, very cool idea that got a ton of social sharing where we're finding our places, where we have enterprise license, where we have the willingness of the client to experiment and push. We're going to. And you know, I think you know, brands like Delta put a premium on that. We have other clients that do as well. So we're finding those spaces. But the thing is, is like one of my frustrations is because we also saw this and consultancies are famous for it is you know, putting a PowerPoint deck together, you know, selling to clients and really having maybe some workflow ideas. But you know, for me it's all in the making and the experimenting just doing it's like we're already doing it, you know, I mean we are building custom chatbots now to aid not only insights generation, like we all do just daily using GPT, but also to dynamically generate headlines, you know, so those we're already kind of actioning it like and, and one of our missions is you know, how do we get to like 15 minute workflows so the PowerPoint decks can be out there, that's fine, but it's really just about uh, starting using this stuff. And in the background we're working pretty diligently on trying to adjust and innovate the business affairs in MSA agreements.

Speaker C: So it's like a good maybe spot to double click in because I wanted to understand how you guys have rolled out um, the usage of AI within just the broader org. So not just the creatives but like in the org. Because what we're finding is a bunch of businesses, they either like pretend people aren't using it or have just acknowledged it but don't actually have like any policies or um, like workflows to like encourage people to. And so you just said hey, we have, we've built them and it can build headlines.

Speaker B: Mhm.

Speaker C: So that must have taken like a ton of work to get it to be a headline that a copywriter would be okay with. And then how did, how did you guys culturally get the copywriter okay with like hey, you're going to use this to help you do your job, not replace you. Like how did that like change process go?

Speaker A: This is a personal question for Dust, I think.

Speaker B: Yeah, we have it Being some, you know, we're 11 year old, we're 11 years old, um, as a company and I think we talked about this last time but was really started in the performance marketing arena, you know with like we have, we have a customer data platform called alchemy that has 275 million households of first party data. We're ISO certified. Like it's like data Fort Knox here and in the office I need card key cards to get into different rooms. So data was like foundational uh, to like Gail's, you know, development and ML and like AI. It's. So tech has been a big part of what Gale has always been. Um, if you work here you're kind of expected to embrace new tools, to be, you know, focused on uh, all types of new technology in terms of how you do your job. So there's a culture for it. So I think that there's an advantage for us there. The next thing is. So we've evolved Alchemy over the last set of years. You know, we now have a set of uh, AI kind of enabled tools that work within that environment. You know, one is called Sensing Culture that we use to analyze social conversations around brands. Those get spun up uniquely against a certain uh, client. So our people, particularly the strategy team have been kind of using, using that tool for the last couple years. And then we also have our own kind of, you know, chat, um, instances within Alchemy AI for specific brands that we do in our environment. And then it's just a uh, teaching and learning thing. Like today I'm here in Toronto, there is a AI work session for the office, you know, like a lunch and learn type thing. We're doing those regularly. And then also, you know we, we yesterday we also did our kind of readout of what we saw at Cannes. And, and I think it just becomes back in the day, I know you had some experience, you know, with Alex Boguski and, and from Crispin. Right. With Cattis. And you know, and it's, it's almost like back to where we were at the uh, kind of start of the maybe like mobile social revolution where you know we used to say if you don't bring an interactive concept, you know, to uh, to the room, get out, you know, like, so there's, it kind of has to be pushed down. You know, we say that it's you know, AI is your, your creative partner now, it's your thought partner. So it's just kind of modeling the way. And also when we have these like Adobe Firefly licenses right we push those out when we kind of get full clearance and those types of things. And we just encourage it, we encourage experimentation. We're, you know, messing around with, doing kind of like, uh, hackathons as well within, within the, the story team. And that's just on the, on the creative side.

Speaker C: Describe a creative storytelling AI hackathon. How do you guys set that up? How does that go?

Speaker B: Um, well, it's like a prompt challenge and we're still working on it right now actually. But, you know, it's like my thing comes back to, and you know, I, I put this in my LinkedIn brief is don't forget the fundamentals. You know, better tools are not the strategy. So to me it's still about like, so you take a specific brief. You know, for me it still always comes back to what's the key question we're trying to solve. You know, that still has to be remarkable. You can use, uh, you know, AI to help inform your insights and strategy, but at the end of the day you still have to have a compelling question. And so the brief will still be the brief, you know, and it's again, usually centered around a business problem, a cultural problem, category, whatever. And then what we'll do and say is like, use AI to help solve this creatively. I mean, that's just, uh, an example and I'll have to come back and tell you what the results are once we conduct this experiment. But it's just kind of mandating it really, and pushing it through every aspect of your workflow and how you think. But again, for us it's not as big a hurdle because I think it's, it's just kind of in the DNA of the place.

Speaker C: So, uh, uh, just for like your team, like as Winston's team, do you like, have a mandate? Just be like, hey, don't bring me any ideas if you haven't at least like talked to your thought partner over here.

Speaker B: These days I'm focused more on um, brand and growth for Gail, so I'm, I'm less involved in the day to day teams. But you know, Jason McCann, who leads like our loyalty practice where we're doing, that's where we, you know, he, him and his team worked on the Chipotle work previously and now doing Delta. He has specific people focus on unique tools and is, is the one really driving the most, probably the most change. We're also incorporating on Malk Pep and some of the other accounts. But I think loyalty is such a great place because it's so data rich that it's, it's the most transferable to some of this stuff. And also because you're sending so much Sierra, uh, you know, communications, there's lots of opportunities for small scale experimentation within that, within the own media, uh, spaces. That makes it a little easier than saying, hey, we're going to go produce a full, you know, Google FAO commercial. You know, I mean like a full spot, uh, using AI. So I, but, but that's coming.

Speaker A: Last week or two weeks ago, intel laid off a ton of people, including like almost their entire marketing department, relatively speaking. And your point about like, marketing's dead, the marketing department's going away. Um, they basically said like, we're laying off our marketing department and we're shifting all that work to Accenture because of Accenture's kind of embrace of AI, which is super interesting in the fact that things were going in house and now maybe they're going back out outhouse, but so to speak. But Intel's, you know, unique in that they've got serious, uh, revenue issues. Um, so how do you see, do you see your clients looking to you guys to lead with the AI initiatives and the understanding and be consultative when that happens and execute on that? Um, and where is the trepidation from their perspective when they're doing that? You guys have long standing relationships, so I'm assuming it's a trusted partnership. But like kind of explain that dynamic a little bit about exploring new tech, um, and the application and the uh, value of it all.

Speaker B: Yeah, I mean we're looked at as, I mean it is the job. And, But I will tell you that in most, the thing that M is in most cmos minds, right, Is uh, also the ANI NA talked about this, which is like the focus is performance. Right now they just want results and part of that result thing is driving efficiency. So in every pitch that I've been in the last year, how we're using. The question of how we're using AI to drive both creative and production efficiencies comes up. So that that's the dominant thing, you know, and this is one of my frustrations is like, you don't hear. How are you guys using it to drive like crazy brand innovation? Yeah, that's just not coming up.

Speaker A: Which is are you controlling costs on my end?

Speaker B: How are you reducing my annual monthly retainer? Yeah, you're missing the whole opportunity here. You know, I mean, it's like, I'm sure you guys saw the spec liquid death ad that was done. Um.

Speaker C: Oh no. Did they put something out with AI?

Speaker B: Yeah, they didn't. But like these, uh, two creators did.

Speaker A: It was pretty good.

Speaker B: A writer and director and it's pretty good. And then Kalashi, I think there's another brand that did a full um, a spot in the NBA playoffs. So this stuff is happening from the creator community and that's the stuff I get excited about. You see that, it's like, that's pretty awesome. But you don't hear that a lot right now. It's more about efficiency. It's coming back that anxiety issue. How, how are you going to help me save my job? You know, and how are we going to drive the business outcomes which are going to come, you know, and it's like for me, I'm just not panicked about that. It's like, of course, you know, it is going to enable greater efficiency. We're seeing that and that's table stakes. But it's, it's again, what are you going to do to make your brand different and you know, efficiently drive sales?

Speaker C: Do the clients, are they asking for any tools that they can use to like help them keep on message or does that come up or are you guys just kind of like surprising and delighting them with some tools that they can use?

Speaker B: At this point there's, you know, the most advanced clients, you know, which, um, you know, we have some great ones. They're pretty conversant in the tool set, but a lot of them are not asking, you know, just broadly speaking. It's more about this general topic of AI. How are you using it? It's not getting into platform specific questions. And unless you're, you're less word working directly with the CIO or directly with the tech org, but from the marketing org, it tends to be more general.

Speaker A: Winston, you work with like big mature brands. Just think about brands that aren't as mature, a little bit more lean and mean, less, a little less expertise and everything we're talking about here and there. They are still looking for that efficiency side of things and effectiveness at the same time and looking at AI less as a novelty now and more as a solution. What would be your advice to CMOs at that level with regards to how do we, how to use AI, what to look for in partners, um, what are the expectations of the, of the outputs, etc.

Speaker B: Yeah, I mean I think the, if you're a small brand, I mean I get really excited about, I mean I'm very passionate about the creator space too. We have just touched on that briefly. But I mean, I don't know about you Guys. But like, the creators are the ones that I'm most inspired by in terms of AI experimentation. You know, like we just mentioned the liquid death spec thing. I think there now is, you know, you still need a great strategy. So, uh, they need to hire you guys to help them figure out who they are and why they exist and, and what they intend to do. But I think what they should be thinking about is, you know, I, I believe that there's still a real need for smart business and marketing agents, I mean, the humankind to help steer these companies. But in terms of execution and creative execution, I think that there's a lot more options now today. And, but the challenge is unearthing them, right? I mean, it's like a lot of these people that are creating this new, new work or like kids in a dark basement somewhere, you know, like, you know, talk about like, brand safety. It's like there is no brand safety. So, you know, I don't know. I, I think there's a, a talent access thing that I'm, uh, I find interesting. You know, the efficiency thing, you know, that's going to come through, uh, mostly in production and, and I think we'll see. It's hard to really say, but it, you know, you're going to see. We're just seeing it's freeing up 15 to 20% of time now, you know, perhaps from our teams. But I think you have to have that mindset of like, what's the goal? You know, I think the other thing is that we're broadly speaking about a need for greater efficiency. But what kind and what level? But it definitely is just like the rise of creator. It gives small brands more options, uh, ability to go direct to creator, direct to kind of AI solutioner can hit

Speaker A: on that a little bit. There seems to be, in my world anyway, um, not super into the creator side of things, but is there a disconnect between kind of the value prop of a creator and authenticity and candid, um, and genuine and immersion and then AI as synthetic. Is there a, uh, disconnect between those two ideas working together?

Speaker B: There can be. And this is why, you know, my whole philosophy around innovation is it's the fundamentals and nothing's changed here. So you got to get like, for example, if you were trying to reach for your brand, you're trying to reach real moms, you know, deliver value for them. Using synthetic moms probably is not the right answer, you know, like, maybe it is, but I, but I think it comes back to the strategy and that's why I come back as like these new tools that even, you know, with a profound power are not the end all game. Uh, here we have to figure out what is the intent, what do we want them to do, who are we trying to reach and what's the, you know, the message that, uh, the single idea we want to get across. And so I think that we're going to see for us, you know, small shoots, product shoots are going to go away, like they're starting to, but we are still going to have live action shoots. We're going to see. Then there's going to be hybrid solutions. We're already doing. We, we do some that are already like partially virtual, just as you see in Hollywood, uh, today. And then there will be some examples where it makes sense to go all AI. And, and so for me it's like a yes. And, and I would say the same should be this, the, it should be the same for all brands, regardless of the size. You know, what's the strategy, what's the intent, what are you trying to do? What's the right tool for the job?

Speaker C: Given you're a musician? Have you messed around with the music generation, AI tools?

Speaker B: I think Suno, I have not. I have not. I'm still strumming the uh, old acoustic.

Speaker C: Yeah, good for you.

Speaker A: Good for you.

Speaker C: I would like to see what if you. I'm sure you could make better music than I can. I mean, you have to do it with prompts, right? And you can't use, you can't say, hey, make it sound like the Rolling Stones. So what I do is I go to chat. GPT is like, hey, I need to build a prompt for Suno. I want to sound like Jason Isabel and the Drive By Chuckers had a baby. Give me that prompt and it'll spit it back without using their names. And then you put it in and it's like, okay, but you would know like, oh, less guitar here, more. You could give it like notes and things, I think better. But there's that band, Velvet Sundown. Have you followed this?

Speaker B: No, I have not.

Speaker C: So Velvet, uh, Sundown, they were the number one streamed band on Spotify. And I think it's just because it was in the news, but it's 100% AI. The photos, the album cover, all the music is all AI. And it got, uh, part of the

Speaker A: entertainment is picking away at the gaps of the AI. Like that's part of the fun of the experience of Velvet Sundown. And one of the things I advocate and talk about is just like you're missing the soul of the thing. Like that's where AI becomes sterile and you're missing kind of the poetry and. Which is a really hard sell for what we do because we do bring some of that to the table when we're doing strategy with insights and all that other stuff and using AI but extracting um, the data that's going to drive the insights and all that other good stuff.

Speaker C: Yeah, I will say because we have to use rights free music on our meta ads for Kattis and it's painful. And you can make better rights free music with Suno than I've ever heard. For sure. Like I combined Depeche Mode, the Cure and Love.

Speaker B: And are you guys using it for ca?

Speaker C: I just started. We uh, haven't used it yet in an ad, but we for sure will because it's. You can make better music than what we're. What we're able to get.

Speaker B: People will. That's the thing. Brands will. There is no slowing this thing down. And to me it's just getting on sides of like what's the best way to use it and how can you use it creatively. Right. Yeah. No, I haven't messed around with AI music. I think I'm holding on to my guitar roots, but I will.

Speaker C: I think you should just because you have more knowledge. I would just be curious what a musician can do with it because just with hacky prompts you can get something back that's like, oh, like I made a country song and I played it for Mike and he's like, I don't like country. But he's like, that sounds like something to be on the radio.

Speaker B: Totally new career features.

Speaker A: Super quick question on just approaches and technology's role in brand positioning creative through what you were seeing at uh can. Are you seeing a shift from kind of like ideas led initiatives to I guess we call it system led campaigns where it's like, okay, we've got all this technology, let's figure out how to use that and let's lead with the technology and not let's lead with the ideas. Um, and I know you guys advocate ideas first and technology backwards, but are there people that are using that systems first kind of approach? Um, and kind of, for lack of a better word, winning. Winning with it or making inroads?

Speaker B: Not enough, honestly. I mean, you know, we're huge actually systems nerds here. And like, you know, Chipotle success that we had for years working with them, you know, going from 8 to 42 million member rewards members that was all based on creative design system, particular with the. In the own media channel CRM and loyalty and you know, for, for journeys, welcome, grow, maintain, reactivate all those kind of things. Right. You know, so in the CRM space journey mapping, journey building is probably more common. When you move into, like, the middle and lower funnel, you don't see it as often. And we also work with Pella window doors, and I've worked with them for many years now, and we have, you know, work with 73 branches across the country. People have different window needs and different geographies. Some people worried about hurricanes, you know, and in the south, and some are worried about cold snaps in the north. So you need to have very different messages. So like a, uh, dynamic, you know, kind of creative system is necessary, but we don't even when we go in and it's some of these pitches that's like, still kind of a novel concept to a lot. So I think that there's a need. And if you're an agency, I think thinking through systems is a great way to kind of like, future proof your business if you can do it effectively. I think there is still, you know, again, I don't know that the. The right quote, but like Bill Gates talks about, it's like, it feels like things are moving slow, and then all of a sudden, years later, it's like, whoa, we advance so quickly. I think brands, you know, we work with such big brands, they. They move very slowly. And, you know, there's still brands that are buying TV, right? Like, there's still. People like to say TV's dead.

Speaker C: It's not, though. You can get it cheap.

Speaker B: Exactly. It's like, you know, like print, you know. You know, I love a, um, big follower, you know, Matt Johnson, the feed. Right. And like, they just sent me their newspaper. I love it. You know, I mean, I'm Gen X, but, like, I just hate when people say a media is dead. It's like, you're dead if you say that.

Speaker A: No, nothing's dead.

Speaker B: Yeah, nothing's dead. Right. Like, it's evolving and you can find new, new ways to use it that are interesting and unexpected.

Speaker A: Cool. Dustin, anything? Uh, we didn't talk about that. You wanted to. Any itch you want to scratch?

Speaker C: No. I think we should have Winston back on to talk about, uh, intel outsourcing their marketing to Accenture. It's just. That's a whole topic.

Speaker B: Well, Accenture has a creative agency, too.

Speaker C: Let's just remember that they got everything, right?

Speaker A: I mean, they have everything.

Speaker C: If you got checks, they got services yeah, yeah.

Speaker B: Uh, yeah, No, I mean, I just encourage, like, you know, for us it's, you know, just start, it's, it's the fundamentals. We talked about that. But just start using all this stuff, like, for me. Right, good, good. Push on the music piece. I've not experimented with that yet, but we all just have to start using, Incorporating into our daily lives and our work lives. And, um, let's do that and not focus too much on the PowerPoint.

Speaker A: Yeah. One of the deliverables we are now including in our services is kind of a, uh, custom brand GPT based on our category strategy work that will spin up and develop for them and create the prompts and do a quick clinic on how to use it so that you've got, like your brand strategy here at a very high level that becomes the knowledge base for what you're trying to accomplish both strategically and tactically and teach your team how to plug into it and use it in a way that's efficient and effective, but also provides that differentiation that you're looking for. So that's a quick DRMG plugin here.

Speaker C: It keeps people on brand, because that's the other thing. Right. We do all that work and then the message drifts. And so if you give them a tool that if they use the tool, it will always, like, keep them within the framework of the messaging blueprint.

Speaker B: That's true. I hear it. That's a great, um, lot.

Speaker A: Cool. Winston. Anything we, uh, anything we missed or anything plugged before we sign off obviously

Speaker B: is a very still kind of. AI is not new. We've been talking about it for years, but it still feels like early innings, so. A lot.

Speaker C: Totally. Right. It's still early. That's why we've been, like, so deep in it. But then you come up for air and you're like, wait, nobody's here yet. We're still the only ones. Wait, how could this be?

Speaker B: Exactly. That's the point, you know, So I think, um. But yeah, I know. I'm, I, I look at this as, um. I'm excited about the opportunity now, the possibilities. Um, it's just going to unlock more innovation.

Speaker A: Yeah, right on.

Speaker C: Totally.

Speaker A: Well, thanks for taking the time. Um, I know you got a lot going on. Thanks for sharing your insights.

Speaker B: Thanks, fellas.

Speaker A: Wisdom with us. Cheers.