Everything I wrote in innovation, lab excellence is valid for AI deployment today, you asked a fundamental question. And it was one of the big points in my book, which is buy versus bill. And this is the same advice that I would give for an AI team today, you have to buy this technology, all but the very largest global banks like the JP Morgan's of the world, only a few of them are able to actually build their own technology.

So if you're looking at an innovation programme, or an AI programme, their job is to prove that this stuff can work. All right, their job is not to deliver ready to use code ready to use a AI that is ready for production. Because you really expect them to build their own large language model and know they prove it works.

And then you need to hire, particularly for the likes of AI, one of these larger firms is going to come in and hopefully have enough liability and insurance so that when your chat GPT style chatbot comes off the rails and give somebody the wrong answer. You can you can blame them with the losses.

But people now aren't banking where their parents banked. So there's a whole lot of more agile'ness around money movement.

That's why a lot of influencers in this financial space have had such a great rise to fame: what it allows you to do is get very specific content right in the hands of the people who need it at the time that they're looking for it.

For the big enterprise financial institutions, this is anywhere between 35% and 45% of their acquisition funnel - if I'm going to get a new mortgage, or if I'm going to get a new business loan, I'm telling you, I'm going to research it.