Tech Innovations, AI in Marketing, and the Future of Consumer Engagement

Check out the full episode below! Enjoy the Exchange? Don't forget to tune in live Friday at 12 pm EST on the Greenbook LinkedIn and Youtube Channel!

Karen Lynch and Lenny Murphy explore the latest innovations at CES, including smart refrigerators and smart glasses, and their potential to reshape consumer behavior and healthcare applications. The discussion highlights how AI agents are revolutionizing marketing and procurement, driving efficiency and personalization.

Industry trends, such as recent mergers and acquisitions, are also examined, alongside new metrics for measuring consumer attention in advertising. The episode concludes with insights into location-based app engagement and the future impact of AI on advertising strategies.

Many thanks to our producer, Karley Dartouzos. 

Use code EXCHANGE30 to get a 30% discount on your general admission IIEX tickets!

IIEX North America

IIEX APAC

IIEX Europe 

Stay Ahead of the Curve! Subscribe to The Exchange Newsletter on LinkedIn Today! 

Transcript

Lenny Murphy: And we're live.

Karen Lynch: And we're live. Hi, everybody. Happy Friday.

Lenny Murphy: Happy Friday, January 10th.

Karen Lynch: I cannot believe we are 10 days into the new year. I know, it is already.

Lenny Murphy: And boy, what a year it's been already.

Karen Lynch: I saw somebody share a social media thing that says it feels like it's been 45 years since Christmas or something like that. It does. I'm like, what is going on? We all feel it.

Lenny Murphy: It absolutely, yes, it's crazy. And for those of you, Karen, I was just talking, you know, I'm in Kentucky, and we're getting this big winter storm. We're gonna get about six inches of snow, it looks like we are, but anybody who's in the path of that, hopefully, it's not problematic. And it's just nice, you know, you get to play in the snow.

Karen Lynch: Yeah, I hope that is for the weekend. I do. I do think now that we're talking about weather, I do think we should say, some of our listeners might be in California, and might be in the California area, being affected by these fires. And, you know, I've already seen a few LinkedIn posts, the people that I know that have lost homes. I think that if there's things that others can do, my understanding is that a lot of these folks also do not have insurance to cover fire damage and it's a rough road for many of our colleagues too.

Lenny Murphy: So- It is, it's been, boy, that's a whole other topic, but it's been a series of natural disasters for the last few months. Hurricanes, floods and fires, yes. So heart, prayers, good feelings, good thoughts, and if we can help in any other way, let us know, but

Karen Lynch: Yeah, and if you want to share with us links of places to recommend that people go to help, we will share those out, too, so that it's a little more actionable for people. I think that would be my wish. Yes. I mean, I've seen some GoFundMes. I know that I actually went to college with a man who is now a lawyer in the area, and he is starting up a kind of legal, you know, pro bono legal counsel for people who are looking to file insurance claims too. So let us know if you have resources. The exchange at greenbook.org is a good place to send all of that stuff too.

Lenny Murphy: Maybe we can compile stuff to be of help. Yes. Yes. Good call. Good call. The, uh, uh, what we want to dive into the maybe slightly more fun topics.

Karen Lynch: I just think it's timely, right? So somebody had said there was somebody on LinkedIn and I don't remember who it was, so forgive me if you're listening. Why do we really care about the CES, the Consumer Electronics Show? Why do we all care so much about this? And I'm like, seriously? That's not obvious to everyone why we care. So I figured it's a good place for you and I to start because we seriously care. Let's just connect that dot for anyone who's listening. Why do we pay attention to this show? Because it's not just about innovation, but it's about consumer behavior and trends and what else you got Lenny?

Lenny Murphy: Let's add the technologies that they utilize to engage with the world around them and with researchers and with advertising and marketing, et cetera, et cetera. I mean, that, you know, that connected universe. I mean, I'll give you an example. I was just on a call. Uh, no, a large CPG company is doing a connected home panel and utilizing technology, smart home technology to monitor usage of products that are connected to home use tests. That inspiration came from technologies developed and put forward at CES. There's one example, right, that's pragmatic. So the type of tools that we're gonna be using tomorrow are being presented there today.

Karen Lynch: Yeah, and let's talk about these Samsung refrigerators because they're partnering, Samsung, and one of the reasons why that always jumps out at me is I actually have done some qualitative work for Samsung on some of their smart refrigerators in my qualitative life. So I always pay attention to what they're doing. But they're partnering with Instacart for their smart fridges that are starting to incorporate agents where it can recognize, hey, you're out of milk. Let's get that ordered for you, or at least get that on your Instacart list. Now, here's where I started to go with this. In my head, I'm thinking, OK, I'm out of butter, right? Now my smart refrigerator can say you're out of butter. But what if I was like, you know what? I want to get Land O'Lakes this year. I really want to stay with my Kerrygold or something or this time I want to stay with my Kerrygold.

Lenny Murphy: I use Kerrygold too. It's good butter. It's really good butter. The cheese is awesome. Go ahead.

Karen Lynch: Okay, so imagine, right, like, I want to make sure this time it's the holidays. I want to make sure everybody has good butter, right or better butter than sorry, Land O'Lakes. You know what I'm saying? Um, is my refrigerator going to make that decision for me? Are they going to switch brands for me? Are they going to ask or is it going to start to be the purchase decision maker for my household? Absolutely. And what about discounts or promotions?

Lenny Murphy: Does that affect that at all? Will it be looking for the best deal? Is that important to me?

Karen Lynch: Am I the kind of person that, you know, I certainly spent some time with my in-laws over the Christmas holiday. They do not shop deals. That is not something that's important to them. They buy what they want when they want it.

Lenny Murphy: But many do. Coupons, many people still utilize coupons.

Karen Lynch: Will my refrigerator know that I maybe want to shop whatever's on sale versus somebody who doesn't? Like how do we train our refrigerators?

Lenny Murphy: Will we be training them? Absolutely. Yes. And those are, so to your original point, CES is important. Not everything flies out of that, you know, but a lot does. Um, and these types of technologies specifically the connected home combined with the agentic, uh, model. Yeah. If we are not paying attention to that as researchers who support marketers, then we are not doing our job effectively. Because of the disruption to marketing and the path to purchase and the sales process, it is incredibly disruptive and it is evolving rapidly. And that's where we see what that's going to look like in the near future. Six months, let's call it, right?

Karen Lynch: I think you found this article marketing to bots in the agentic era. And I think that is very good, it's a keynote from CES about this shift, right? Because to, to the points we were just making earlier, we, we, the marketers with the brand side individuals who are making these types of decisions and thinking if I am on a brand marketing team, and I'm thinking about advertising planning, and I'm thinking about communication planning, I need to be thinking about how is my brand going to be top of mind for some of these AI agents? Because that is a very complicated piece of the puzzle that is coming at us.

Lenny Murphy: Absolutely. And I'll give, well, for researchers, right, so I know there's conversations, they're thinking about this, what happens when procurement departments are functioning or using agents to identify suppliers? And what happens when that agent is then handling the entire contracting process. What happens when you, as a supplier, are utilizing an agent to engage with their agent for the processing process? That may sound like a dystopian hellscape. We haven't used that word in a while. But, I'll tell you, it's coming, because it's efficient. Now, is that going to be for everything? No. You know, but for contracting a tracker, or an ad test, you know, or something that's, you know, fairly standard, not customized, you know, uh, overall that's coming. Right. So there's another dimension of that. Yeah.

Karen Lynch: And I mean, let's also talk about this other, uh, debut at CES, which is, you know, this, this perennial topic that keeps coming up of these holiday smart glasses. Um, they look like what you and I are wearing on our faces right now. I mean, I saw these glasses and I was like, hold up because that is not obtrusive. That does not look like tech wear. Those just look like glasses and they are so smooth and so clear. And again, I don't know that people want this. I don't know what they are, I don't know. I haven't done the research, you know, and I would have loved to have been at CES to kind of see some of this because we've talked about these other brands before that are playing this game. But now if we have kind of this other type of smart glass where I might be in a conversation with you and be getting a message that I can see that you don't know I'm even getting, it's so futuristic and it's here. I'm thinking about, I remember as a moderator interview or somebody sitting in the focus group room working a really good colleague of mine who's still at Insights Now, her name is Amy Mahoney, and she was like, one, all about her Apple Watch, and she was fine getting texts from the back room on her Apple Watch as she was moderating. She preferred that over a note coming through the door, which is, for those of you who don't know, that's how they used to communicate with us, right? It's like, knock on the door, bring you a note, and then kind of tell you we're moderating. Anyway, that's fine. So Amy was like, I have no problem getting those messages on my smartphone. I mean, you know, on my smartwatch. And I remember thinking, the problem for me is that my family texts a lot. And I'd be looking and it'd be like, ask them this, separated to, do we have milk? Separated to, can't find the ketchup, you know? And so I'm like, I can't be doing that. So I couldn't wear a smartwatch in that room, where she was able to manage that pretty easily. Imagine- But if you had an agent. I know, right? Yes. I know, right? An agent saying- To sort it. Sort this. The messages from kids don't come in here. The messages from the back room do. But imagine it's just coming into your glasses. Nobody even knows. You don't even have to look at your wrist. I mean, the research applications for smart glasses just get bigger and bigger each time.

Lenny Murphy: Kudos to the creators for trying it out, right? Yes, and the fun part. I mean, that's arguably the reality. I will say, shout out to Halle or whoever. So the reason that I bought Google Glass But I am blind as bat. My lenses are incredibly thick on my glasses, right? They're just dark. And contacts do not work for me. So a real barrier was that there were not any glasses that I could have lenses, corrective lenses in, and Google Glass. So if you do this, Halliday, make sure that you're selling the frame. The frame sells it at LensCrafters or VisionWorks or wherever. So that's your retail channel and accommodate corrective lenses that go into it. So. Yeah. Yeah. It's really cool stuff.

Karen Lynch: So again, like I think, um, Oh, do you hear what Charlie Rader says? His doctor used Google glass. That's so cool to think about. So imagine, so imagine you're a young doctor coming into the exam room and you're talking to a patient and you have your kind of doctor mentor, you know, and you have the record right there.

Lenny Murphy: And yes, right.

Karen Lynch: It's like, you know, I mean, the use cases are obvious.

Lenny Murphy: It's just kind of perfect.

Karen Lynch: The form factor, you know, and they're close to that. I mean, these glasses look pretty darn nice.

Lenny Murphy: So, um, yeah, the Ray Bans. Yeah, I know. Well, the Ray Bans also, I don't know.

Karen Lynch: They felt, I don't know. These felt like glasses. These felt like, you know, what you want. That I might be wearing every minute of our lives. Even the Ray-Bans felt a little bit more like sunglasses, you know, out there in the world, you know, but these were all of a sudden like, you know, pretty damn cool. Yes, notes, right. So imagine, Charlie, thank you. I can geek out about this. I'm thinking about, you know, kind of with my moderator that on, imagine I'm doing an ethnography and I have my guide kind of in my classes and I can literally just be present in the moment and I can still refer to my notes if I needed to.

Lenny Murphy: Yes. And obviously the recording capability or think about the ethnographies in store, you know, shopping, yada, yada. I mean, all this eye tracking, all those things. All of it.

Karen Lynch: Anyway, we're there. None of that's science fiction.

Lenny Murphy: It's just packaging it right. That's all it is now, is just packaging.

Karen Lynch: I really want a researcher to tell us that, yes, okay, fine. We bought these holiday smart glasses and we're trying it. Please do that.

Lenny Murphy: I'm not going to do that after buying I was a glasshole along with Tim, Tom Anderson. I think Tim, Tom, and I, we were the glassholes, and then we're not going to do this anymore.

Karen Lynch: No, and I mean, those were thousands of dollars, but for this price, I just want some researcher out there to give it a go and report back in. Maybe I'll talk. We'll have you on the exchange.

Lenny Murphy: If you do that, you acquire these glasses, you do some use cases, The Exchange Something Podcast, IAX, we'll get you on stage. Absolutely.

Karen Lynch: Oh gosh, maybe I can get up here for IAX so that when I'm walking around, the problem is also my prescription, right? I use reading glasses, so I don't use glasses for, so I'd be like,

Lenny Murphy: See, my kids already make fun of me because I'm supposed to have bifocals and I have to look over my glasses to read anything. And yeah, so we got to deal with the prescription point. All right. So that's why. It is important. Plus there's, yes, there's just cool. It's also cool and kind of geeky, but, but those things have real impact. Every product we use today started at CES. Call to action for people to experiment with some of this great technology.

Karen Lynch: Think about what's out there and think about what it means for you and think about what it means for our industry. Good stuff. Okay. Let's get into some other industries, our industry specific stuff, because I know, you know, a lot about the MRI, MRII, you know, the Market Research International Institute, Institute. Institute International, yeah.

Lenny Murphy: It's kind of loosely connected to the UGA program. I'm not sure of that, yeah, anyway. Well, I think they're kind of educational. Yeah, and they do a lot of good work and they just had some 16 board members, some folks that we all know and love, lots of great industry stalwarts. I don't have, I'm not looking at the list, but Jim Whaley, for instance, I know is the incoming president from Ovation MR, and just good folks. And they do a lot of good work. I encourage you to check them out. They put all their content on YouTube, by the way. They actually have a very robust YouTube channel. Check them out and check us out while you're on YouTube.

Karen Lynch: We have a robust team.

Lenny Murphy: Like and subscribe, right? So click that notification bell. So hats off to that. Pay attention. They don't get as much attention as they should with these kinds of associations, in my opinion. And I think the MRI is definitely a group that people should pay attention to.

Karen Lynch: Yeah, because from what I understand, they really are just mission-driven to help people learn, right? And get your skills up to snuff and stay in the know, which sort of aligns with what we do, right? That's sort of our personal mission as well, right?

Lenny Murphy: It keeps people informed, so. Yep, absolutely, absolutely. For some M&A work, Read Assistant acquired Illuminos. I know the Illuminos team really well, so hats off to them. They do great work in tech. Tech B2B, right, was really what Illuminos is. So it's interesting for a Read Assistant, which I didn't think was a B2B business. Now, making that play. Chip Lister drives, drives Read's, private equity backed, continuing to acquire kind of, you know, portfolio companies that expand their capabilities and focus areas. That's been just a fine strategy. Yeah, cool. Stagwell keeps on buying All right, I was going to say, not the first time we've heard from them this year. No, no. So, you know, Mark Penn, his company, Stagwell Public Company, bought Unicepta, which is a media platform. So that's interesting. They're connecting how the media intelligence components because they're effectively a, you know, a full stack marketing services company with research embedded. Right. They still have the Harris poll. Right. That's still part of that. They bought, um, no hail Maru. Um, uh, yeah, so that's, that's really as an integrated company, you know, vertically integrated around marketing effectiveness, um, uh, with research and all these additional components. So yeah, keep watching this tag.

Karen Lynch: Well, well, what's cool also just pointing out, because you and I talk about this a lot, but, um, I'm like, that's just like two acquisitions. Announced this week alone. So anticipating some more of what we've been talking about, right? Like the whole idea that there are some acquisitions happening, there are mergers happening, there are partnerships happening, and that is not going to cease.

Lenny Murphy: And there's a lot of money flowing, right? For whatever reason, there's a lot of investor optimism right now, and a lot of money looking for homes. So yeah, deal volume is going to increase.

Karen Lynch: It's great that you're listening. It's great that you heard us live. It feels very authentic when that happens.

Lenny Murphy: We appreciate you being there. Yes. Yes. Thank you, Jim. Um, all right. We're going to talk about Belendi, which has been on a bit of a tear as well with, uh, uh, acquisitions and acquisitions. They've made some acquisitions recently.

Karen Lynch: Yeah, yeah. So launching this US panel, expanding its global presence. I guess they didn't have a US panel before. They had a European panel. So good stuff. And also thanks to that team for sending it to the exchange, greenbook.org, because that's how this one came my way. So anyway, just remember that that's a thing that gets it in front of us no matter what. Don't rely on Lenny and I to just do what we're always doing, which is like always curating, right? So anyway, yeah, no, good stuff. Pretty, pretty, pretty interesting. I love expanding my global presence. It just makes me, it just makes me, you know, feel that level of, oh, that's impressive when people do that, because it is not an easy feat.

Lenny Murphy: Yeah. Well, there's an interesting angle here, right? Maintaining its rigorous European quality standards. Now, that may sound like marketing speak, like, oh, really?

Karen Lynch: Right.

Lenny Murphy: Yeah, it's legitimate because of GDPR. Yeah. And the focus on that model, it forced European panels to do things a little bit differently because of GDPR. So for a European company to take that thinking, and that infrastructure, that organizational component, the model and bring it to the US, I would argue that they will have higher quality.

Karen Lynch: Yeah, what's cool about that is to that point, I'm glad you called it out. Because I'm so used to, in my experience, you know, U.S. Companies trying to get over there and realizing how hard and challenging that is to adhere to those standards that are in place, right? So it's kind of hard to flip that model and say, yeah, we've already got that nailed, let's bring it here. So it just takes- Yeah, yes, yes.

Lenny Murphy: I could go off on a soapbox on that, I won't, out of time. We're gonna keep it under 30 minutes this week. We sure are.

Karen Lynch: Where are we at, 20? We're at 20. All right, well, okay. Yeah, I think we are. Which is good, because we'll go off the rails at some point.

Lenny Murphy: I was about to. I brought myself back in, not to go off the rails.

Karen Lynch: Excellent. All right. But let's talk about this quality attention optimization tool that IIS has unveiled. It's in beta. Do you know anything about this? I was not able to check this one out.

Lenny Murphy: What did you see? Didn't check it out in depth. What is interesting is the focus on attention quality. Now that is a, that's a really nice metric. And I think if you step out and think about, you know, it used to be we just said, you were exposed to an ad.

Karen Lynch: You know, that was it. Yeah.

Lenny Murphy: Then it was, okay, well, you're exposed to an ad for this amount of time, that was, you're exposed to an ad, and you clicked through, right? But now we're getting to, this is not to try and understand the level of engagement and length of time of exposure. And that's really the attention economy that's been called a new way to think about advertising. And think about your own, I don't know about you, but me, if I'm scrolling through my social feed, I still get caught, like, oh, what's that? And I look at it, and I pay attention to it for a few seconds. And I actually get mad at myself. It's like, oh, it got me again. That's not what I was trying to do. I was trying to look at the ad. So that optimization of crafting content, often visual media, to capture attention, that's the currency of the realm. And here's an example of companies that are trying to measure. Exactly what that is. Yeah.

Karen Lynch: So it would be an interesting, interesting study. I'm always thinking about what would be interesting work to have to have done when I was a researcher. Or when I was an active qualitative researcher, I should do that caveat. Do you use the Waze app for driving places? Yes. And then every now and then you get a Hey, did you see this business lately? I only answer if it's like a Dunkin Donuts or Starbucks. Like, because that's all I'm paying attention to, I don't see anything else. I did see that Starbucks.

Lenny Murphy: In fact, I stopped at every one that I saw. Well, that's Buc-ee's. If they did for Buc-ee's, we would do that. That's right. That's right.

Karen Lynch: I'm up here. We don't have that. But yeah, I'm always like, I will answer if my Waze is going to then highlight those things for me. Because I love nothing more than if I'm looking at the map, and there's a logo, and it's one of those places. Then I'm like, yes, there's my next coffee fix. Very much. So anyway, but yes, even that most of the time, I don't pay attention to it as in that kind of an app, right. But if it's something that I want to be, you know, a part of my experience, then I will, I will do that.

Lenny Murphy: So and there's lots of different we should point out that we use this as an example, at least from my perspective, I would say this idea of the attention economy, there's lots of suppliers for different methodologies and approaches to do that, including eye tracking, facial coding, you know, all those things. I think it depends on the context to your point. If I'm looking at ways, right, you're not gonna, probably not gonna capture my facial expression or track my eyes. So that's the difference, there's different metrics that have to be contextually relevant to the form factor of the advertising and the circumstances around that. So it's not- I mean, it's a complicated time to be in advertising, right?

Karen Lynch: You think about even when, you know, if you're, streaming, for example, and you're trying to go ad free, um, you know, that's, that's one thing. But then if you're, if you've ever watched something and, and you have to stop what you're watching, it's probably like YouTube TV or something like that, where it's like, no, you have to stop and watch this ad. And it's like, now I have to stop and watch the ad, but I'm literally trying to fast forward. So I am engaged in that particular ad because you just forced me to stop.

Lenny Murphy: Even though I don't like it, I'm still watching it. Right. Um, yes. Well, let's go back. Like, so all and ultimately, go back to the smart glasses, right? Because let's say we're listening to podcasts, right? There's advertising on podcasts. How the hell do you measure attention when it's solely audio? You do that as biometrics. The way you will measure biometrics is via wearables, whether it is your smartwatch or glasses or a ring. That's why, you can go back to CS, why it's important, because we see those devices being and the research application is the ability to measure biometrics so that we can get to a point of understanding our attention, different signals about our environment. And the one pragmatic application is measuring that for driving, for awareness, right? So- That's a whole, that's- But it's the same idea. It's a different use case of the same technology. Well, Affectiva. Started as a research company, but they made all their money integrating with vehicles using those same measures for a different use case.

Karen Lynch: They're all getting to the same thing. Say I have my consumer hat on and I'm sitting in my living room and not Nielsen, but some other research company has now paid me to wear these glasses while watching TV each evening. And so I'm wearing these glasses while I'm watching TV each evening. And which commercials am I watching versus when am I turning into my smartphone to like, you know, do a couple of videos on TikTok during the commercial because I'd rather watch TikTok than my commercial. I mean, that is a very interesting use case of those glasses talking about attention, like pulling it all together here. This is what our brains do. Right. But that would be cool. Like, I would love to know when consumers are staring at the TV versus looking down. And I would imagine that many consumers aren't even watching the show that they think they've put on to watch, they're looking down at their phones.

Lenny Murphy: And now let's connect the dots back to the Belendi argument around GDPR, because the problem is, and Charlie, I think you're pointing this out, we have to get to the point where we are not just doing this because we assume that it's okay and the consumer is okay with it. We must get to the point where any of those technologies the consumer is expressly opted in and they are getting value for that. Their attention, it equals their time, time equals money. And, you know, so quick soapbox, guys, this is the year, this has to be the year as the industry that we just, we just accept that time is money, data is part of that, and we have to compensate people fairly and engage with them. And the more we do that, the better off we will be and it will address our quality issues.

Karen Lynch: Yes, thank you, Charlie. All right. They consent in this fictional world that I just created. They have consented to wearing the glasses from seven to nine after their dinner. They consented to wearing their glasses or whatever, maybe during their dinner. What do I know? Seven to nine p.m. They consented and they're getting some sort of fair compensation for what two hours of their time is like in these glasses. Right.

Lenny Murphy: And that fair compensation, it could be, it doesn't have to always be money. It could be, Oh, you know, I want free access to this technology that enhances my life in some other way, right?

Karen Lynch: There's a fair value exchange. Hey, for 350, send them the glasses. It has one use case on it, but they can maybe use it for other things. Anyway, we got two minutes. We promise. Oh my goodness. One more product launch, right? This AI. I did, it was just the platform, and then I didn't really dig deep. But I'm like, all right, you know, it's pretty cool to get user feedback pretty quickly.

Lenny Murphy: I wouldn't mind trying it out, I just didn't yet. Yep, more AIification of the research process, creating efficiencies. I did like this one, it's anonymous user feedback, but all AI driven. When we were putting this together, there were like 10 examples of this, guys. You're not getting, you're getting very condensed, and we're just picking out examples. This week, especially, by the way, we had probably, what, 50 different articles that we were looking at?

Karen Lynch: There was a lot. I mean, always, we have a lot that we're looking at. But yeah, there's something about feedback. For anybody whose product is web-based in particular, there's no reason why you shouldn't be getting some feedback, AI or human, on your site today. There's a million platforms where you can get that feedback from individuals. Absolutely. Let's talk about ads. Let's talk about ads. There we go, segue. It's a forced segue, but a segue is the same. Rick Bruner, anybody who's familiar with ad research should know that, famously of Research Wonks, Listserv, which I know many of us are on, outlined the five forces that could roil the ad industry in 2025. Economic pressure, AI, it's a great article, Rick is super smart. And I mean, this, he lives breeze and everything else. This, this idea, this concept, definitely somebody to follow on LinkedIn. I think Rick is also on the board of IMB, I believe, but anyway, so definitely worth checking out. And because that's the theme through this conversation today is around advertising and things that are impacting advertising. And he takes it to the next level. So yeah, I mean, January sure is the month for these types of articles. So for these types of reflections, you know, what say you, I think I don't have the link to it. But I know Ray Poynter did one recently. Also, I think just this past week, where you know, he's reflecting on what's ahead, lots of predictions being made. So I think it's probably a good you know, you know, just like reflect on this stuff and, and put stuff out there because as, as you have done before, as I have done before, it's kind of neat to look back and then say, Oh yeah, I was right about that one. Well, there's something, you know what, we'll do that because, because I would also argue, just tune into the exchange every week and we're going to make sure we're on top of all that. But we should, especially when I get so boxy, at the, we, we, this year we should commit to the periodic maybe at the end of the year, we will use AI to analyze the transcript of all of the exchange, and we'll identify those things that we got excited about, and let's benchmark it and see how far things go. And how full of crap I was, you're never full of crap, it would just be me. Stop, stop, you're right though. All right. Note, speaking of being full of crap. All right. So yeah. Okay. Well, look at us for close to half an hour today. That's good. That's what happens when you're on a tight schedule. Right. So, um, yeah, we don't go off too many tangents. So that's all for today. Yeah. And thanks for all the engagement guys, Charlie and, uh, and Jim and, uh, were there other folks? Um, Charlie and Jim for the win. I feel like I'm in a romper room. I see Charlie. I see Jim. I'm aging myself with that reference. Anyway, thanks guys. And we'll talk next week. So very much. Yes. Bye, Lenny. Have a great weekend. Enjoy the snow in Kentucky. Thanks. You too. Well, not in Kentucky, but if you get any. All right. Anyway, bye y'all. Have a good weekend. Bye.

Links from the episode:

CES 2025 Showcases AI and Robotics Innovations 

Halliday Smart Glasses Debut at CES 

Samsung Partners with Instacart for Smart Fridges 

Marketing to Bots: The Agentic Era 

MRII Announces New Leadership 

Radius Global Acquires Illuminas North America 

Stagwell Acquires Media Platform UNICEPTA 

Bilendi & respondi Launches U.S. Panel 

IAS Unveils Quality Attention™ Optimization Tool 

Sincero Launches AI Feedback Tool 

Five Forces That Could Roil the Ad Industry