I mean, it's, it's difficult, because you've had cost of living crisis, you know, we've had COVID, you've had these sort of huge macroeconomic conditions that have made things really tough. But the thing I always struggle with is that when we have this conversation with businesses, you know, arguably, in many ways, your software's free to them. Because ultimately, it's all about their ability to collect their ability to return. And actually their ability to, you know, bring forward working capital improve their customers position.

And the thing that always blows my mind a little bit is that what part of this doesn't make sense to a business? Because if you're a business who've lent £100 million, right, and you've got customers who are in financial difficulties, it never makes sense to write that customer off? Right? It just doesn't make sense.

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.