I think it's along the lines of your last point there. From a content point of view, we almost have one piece of content that solves a problem. In these systems that we use, we were quite clear in our requirements that we actually want a system that allows us to almost paginate content. So yeah, I think that with technology nowadays, it allows you to do that multi-channel content approach. There is promise there, but I think to your point, we're a little ways off from it being production ready and certainly from true AI that wouldn't need a lot of human intervention to make work.

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