Great topic Eric I'm also curious about this and to hear your thoughts on how AI will affect agencies in the mid to longterm? We are already seeing AI basically handling many of the marketing functions that agencies are doing. They can create websites, copy, content, social media images, etc. They don't do as much SEO to my knowledge, but SEO may also be changing as demand shifts from search engines to bots like chatGPT. These tools aren't perfect and often still requires someone with a professional background / knowhow to run but they are becoming more and more competent. Do you see this driving down demand for marketing services as more people become capable of doing this heavy lifting themselves? Do you see prices decreasing as technology makes it easier and easier to create, structure, and execute campaigns? I realize none of the above will happen overnight, but, curious to hear your predictions on the next few years and beyond.