“I buy running shoes and I put all that stuff into an AI, and it helped me narrow down. So all of a sudden now, that replaces advertising. I'm not looking at a billboard. That's not influencing my decision anymore. It's a conversation with an AI that influenced my decision.”

Yes, that's the interesting thing, right, about Agentic Commerce. It's no longer just going and buying the thing the way you'd think in terms of e-commerce. The journey starts way before that. How do you even know where you want to go? What made you even think you wanted to go on holiday? All of this stuff. Like that product discovery side of things all happens now with AI as well. Like a slightly different example, like buying shoes is one that everyone uses buying shoes as an example. It's an easy one that people understand, but it's also a really realistic one. And it happened to me. I was buying a new pair of running shoes and it's like I can go and look for the same pair of running shoes I'm replacing again. Or, you know what? This is, you know, this is the sort of running I do. This is what I like about my shoes. This is what I don't like about my shoes. What should I think about? And I put all that stuff into an AI. And it helped me narrow down. No, check this brand out. You might prefer this. Or narrowed it down to two or three things. So help me…