If your product involves lots of human written text, you should assume the kind of the ground is shifted under your feet over los copeers. The capability landscape here has changed and there's something cool you can build that you couldn't build before. One thing for i lo task about is the products that promise the next best action. How much of that is hipe? How much is real? I read about it everywhere, from gardner and forester down to like, start up blog posts.