AI Startups, Synthetic Data, and the Future of Retail

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!

Don’t miss the latest industry buzz—Rival Tech and Reach3 are experiencing massive growth, and the IIEX North America competition is heating up with a record number of AI-focused startups. Is AI the key to driving the next wave of innovation? We also explore game-changing advancements in data-driven marketing, from synthetic data to personalized consumer insights. And speaking of innovation,

Walmart is blending e-commerce with video gaming in a bold move to gather consumer data—could this be the future of retail? Tune in for all this and more, including a candid look at how synthetic data might just be the answer to the polling industry’s accuracy problem.

Many thanks to our producer, Karley Dartouzos. 

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Transcript

Lenny Murphy: That should have been live. Here we are. There we are.

Karen Lynch: So for the audience, we think it's part of our charm that we're utterly unprepared, always like, Oh, are we live? So hopefully you agree. That's so funny.

Lenny Murphy: It's like you think, like I keep like you would think that we would really be ready for it. But there is a slight lapse from when it counts down for us when the timing countdown stops, and then your life actually turns on. So there's this moment of time. That's what it is. It's a user interface problem, Lenny. It is not us.

Karen Lynch: That is. Darn you, StreamYard. Yes, exactly. Yes. It's a UX problem. You need to do some research on that. Yes, yes.

Lenny Murphy: Anyway, we're happy to be here, though. That's really what it's all about, right? We're just happy to be here.

Karen Lynch: Happy to be here. Lots to talk about. And I do look forward to this. This really is one of the highlights of my week.

Lenny Murphy: So I, it's good. Well, we are having crazy wind here today. You know, I know that this week you and, um, and Jasmine on our team, we're talking about tornado warnings and all that, but it's so windy here.

Karen Lynch: Tim and I lost our mailbox. Like, Oh no, I didn't, I didn't lose anything.

Lenny Murphy: So literally what does it like, cause I guess our mailbox post, um, I don't know. It just, it, it, it snapped. So I'm like, oh, we lost our mailbox today. So I don't know what our mailman's going to do, because it is like the mailbox itself. The thing snapped in the mailbox itself, like it was bouncing down our driveway.

Karen Lynch: And I'm like, well, that's not good.

Lenny Murphy: Well, there's something on the honeydew list for this weekend for Tim. Exactly. I had the same thought.

Karen Lynch: I'm like, oh, there's your to-do. Have you been wanting? Do you have an HOA that has a very specific mailbox?

Lenny Murphy: Can you get creative? Oh, no. Oh, no, no, no. We are, no, no. We can do whatever we want. But I am pretty much like, I'm so like Connecticut conservative with my email. Like, I like my mailbox to look kind of, you know, very.

Karen Lynch: Not discreet, just.

Lenny Murphy: Correct, correct. But next door to us, there's a firefighter and they have a fire box. That's their mailbox and on the other side of us used to live a plumber and his mailbox was like plumbing tubes. So we do live in sort of a creative area where people get very comfortable doing whatever they do. But no, I like a male I just like a good old wooden post painted white with a green mailbox kind of match our shutters like I'm pretty I get it.

Karen Lynch: I understand.

Lenny Murphy: I'm very creative when it comes to my house aesthetics. More of a, I like that, you know, kind of more traditional design. Anyway, enough about that. You don't want to come shopping with us this morning.

Karen Lynch: Well, no, no, I, I might do less to, to deal with. So, but the, uh, uh, but today is international women's day and some creative, the home, you know, those kinds of stereotypes, but you know, Okay.

Lenny Murphy: Um, Or like a solid work world for many of the women that are listening. Open mouth, insert foot, stupid guy.

Karen Lynch: I was trying to tell you about them, never mind. There's no way for me to dig myself out. It was meant as a compliment, not as anything else. I'm sorry. Sometimes it just levels out a little bit wrong.

Lenny Murphy: But no, the spirit of today is a different story. And, you know, it's a good day. I think we have a link. It's a good day to check out a Wire Women in Research post on kind of where we're at right now. And, you know, the reality is, women, female executives still have not reached, you know, you know, parity with men. And I think that there's still a lot of work that we can do. And as one of those females, I will always, always, always try to elevate women in the workplace. And it's interesting because to this day, my son is probably not listening, but my daughter-in-law who is from Brazil, her father always brought flowers to her and her sister and her mother. International Women's Day is a big deal in other countries. It's sort of like an afterthought here. It's not one of our bigger days of the year to, you know, to kind of boast about. It's a big deal elsewhere in the world. So for our international listeners, thank you for leading that charge. I think it's just worth shouting out and paying attention and seeing what we can do to, you know, kind of honor women's achievements today.

Karen Lynch: Agreed. And let me try and undignify myself. What I was trying to get to was honoring the additional obligations or challenges of a woman who has multiple roles, work, as well as motherhood, partner, et cetera, et cetera. I'm always the first to say that my wife works far harder than I do, because she balances so many things. So that's what I was trying to say. Hopefully that's better.

Lenny Murphy: Well, you know what? I think it's good to even just have that conversation. It's true that I know, certainly in the WIRE Mentorship Program, I'm working with a young mother right now who's like, how do you do it? How do you balance the demands of a full-time demanding career with the priority of raising children? And it's a big deal. It's an age-old conversation that we're still having today. So hats out to everybody who finds themselves in that quandary. And here's to the men that support the women. And flowers wouldn't suck.

Karen Lynch: Duly noted, the- But it's ours all around, right?

Lenny Murphy: Let's move into some other people that need some celebration. So you wanna talk about the growth that one of our partners has experienced?

Karen Lynch: Yeah, the announcement came out this week from our friends at Rival Tech and Reach3. The group, right, they're connected but separate companies. 40% growth. They keep growing. And that's fantastic. And I think I had the opportunity to actually work with them on some stuff recently, and that interconnectedness of a, they're a technology driven, but service led organization between the two, between Arrival and Reach 3, which we've talked about forever. That's fundamentally kind of a winning combination. Sometimes you see a different one where it's more technology, technology first and service underneath, they have a great symbiosis. So showcasing that, one, congrats, they're friends, long-time friends, you know, the Read's, back to the vision-critical days, right? But it's always good to see good news of companies in the industry, especially newer, growing and showing, kind of clearing, showing the path of growth in a very disruptive and kind of turbulent time. You know, congrats to them and to Matt Kleinschmidt and Andrew Reid and Jennifer Reid and Angus Reid. They're all involved. Yeah. Yeah. Hats off. Yeah. Hats off. Hats off. Always good.

Lenny Murphy: And I love seeing, I think it's, I love seeing when people report, you know, growth. I think that people may think that's not something that's newsworthy per se. It's just, you know, Hey, look, we're doing great. But I think it does offer hope to people in the industry. Like, look, people are growing, businesses are doing well. And so if you share your growth stories and your growth success, you could really lift up other people in the industry who are looking to like, okay, all right, we're doing okay. It's a good barometer for how people are doing, I think.

Karen Lynch: Absolutely. Imitation is a serious form of flattery. You know, why do we do the CEO series and the podcast, right? It's to inspire and help from a content standpoint, people to reduce events, everything we do is to try and create that inspiration for stories as people are navigating change. So yes, absolutely. So send us your good news. We will share that.

Lenny Murphy: The exchange at greenbook.org, that's where things are starting to come in. So make sure you're sending us your news. So this next little bit of news, I'm really excited for Angie at AdMaple. So Angie was on stage, not on stage, well, she was on stage at our AI event last fall and she did a seat drop in Europe last year when she was still building her product. She was already getting in kind of the ecosystem and immersing herself in the community with her startup. And she just won Paddle AI's launch pad and, you know, received a 20K prize. So, you know, not a small thing, for AI-powered research automation. It's really about a great dashboard. She and I had the pleasure of having a phone conversation this week where she was really talking about what she's building and her focus has been on non-hallucinations and ensuring quality and integrity of the AI functionality. She's done work with large universities in the US, even though she is European. So anyway, hats off to her for a great prize. And what I think is really cool in this press release that she shared with us is the quote that says, what stood out about AdMaple was not just the strength of the product, but how quickly Angie implemented feedback and turned insights into action. That kind of execution is what sets apart good startups from great ones. It was clear AdMaple was ready to so I just think that like, cool, I love seeing a very specific thing that startups can be doing to increase their chances of success.

Karen Lynch: Absolutely, we can go off on, there's stuff that we didn't, I should have, I wanted to put in links that didn't, there's a whole other conversation to be had about the competition, all the interest is the competition, but you know, the shift of what being a startup in this era means, you know, it's not so much about software, you know, software is not moated anymore. It really is about execution, business, you know, alignment to, to need, you know, finding ecosystem partnerships, all of that stuff, which were not necessarily front and center before. This concept of, you know, service as a software, you know, it's really changing. So for companies like AdMaple and others that are on the forefront, they're paying attention to these trends. And those companies can look very different than even the startups of a year or so ago that tended to be more, you know, SAS oriented. Yeah.

Lenny Murphy: Yeah. I mean, excuse me. We should segue into a record number of entrants into our competition because we are coming up on IEX North America and record numbers. What did we have? Over 40 like you know 40 46 um with almost with 45 of them being some flavor of ai yeah yeah so there's that um but yeah I mean record number of entrants so I love the the just sheer number of startups that we have in our industry certainly in the green book community I'm really excited for all of them uh some of them are some of the entrants I'm not one of the judges I don't believe you are either.

Karen Lynch: We are not, we never have been there.

Lenny Murphy: We bring in the pros, right? Right.

Karen Lynch: No, no judging ever. So yeah, yeah.

Lenny Murphy: And I mean, we have on our panel of judges, you know, representing, you know, corporate representing consultancy representing mergers and acquisitions, like we have some great representatives, previous winners, our judging panel for this competition is really stellar. So they had their work cut out for them with so many entrants. And I think we will be announcing the finalists. It could be any day now. I'm not exactly sure when, but that portion of the program is over. And then those finalists, if you do not know, those five startups get to present at North America, and then we crowdsource for the winner. So it's such a great program, and I'm just really excited about this year's entrance. It is.

Karen Lynch: And it also brings up that it was that many entrants. It used to be back in the day when we first started the competition, we had lots of room within the event for trying to show even the runner-ups. That's more of a challenge now, for a variety of reasons. But we're thinking, right? We're thinking, what are some other paths we can do to showcase the innovation culture in the industry in an even wider way? I don't know what that looks like yet, but the, but it is something that, you know, we're in another boom.

Lenny Murphy: And I don't know if I'm cutting it out here.

Karen Lynch: You sounded OK to me. Am I?

Lenny Murphy: Yes, it could be me. I have high winds. You were cut off. So sorry, audience, if I'm cutting out or if Lenny's cutting out. But we have some high winds. But Jasmine just shared that next week we're announcing the finalists.

Karen Lynch: So that's exciting news. And Dana said, woo, woo.

Lenny Murphy: Go, Angie. So yeah, this is a good time to shamelessly plug North America. Yes, shameless plug.

Karen Lynch: That's coming up.

Lenny Murphy: North America coming up April 30th, May 1st. Registrations are starting to climb through the roof. It's going to be great. I just think it's going to be great because I'm very aware of the content. So when I say that, I'm like, oh my gosh, there's so many good conversations, so many speakers taking to the stage. I just can't wait. I think we just shared today. Kat sent out an email and she's talking about like one of my, one of the ones I'm most anticipating is a five side chat with the Washington Nationals baseball team. So if you know, I'm a baseball fan and actually the Nationals would be my second kind of favorite team in the league. So, um, I'm so excited to get her on stage. It's going to be really cool. So it's very cool.

Karen Lynch: It's going to be a fun event. Yeah. Yeah. Well, let's, uh, let's segue into, uh, other stuff that's happening because there was a lot of news this week.

Lenny Murphy: There is. Can we plug one other event though real quick?

Karen Lynch: Because Oh, absolutely.

Lenny Murphy: We just want to plug our call for speakers out for AI. Thank you, Karley. Gosh, I'm so grateful. Our call for speakers is out. We have had a lot of demand for this in our call to speaker kind of universe, especially people paying attention to this because you are all pretty tech forward listening into Lenny and I each week. So make you consider your submission. Get that call for speaker submission in. The website is IAX.AI, so it shouldn't be hard to find us. And Karley can share the link. She's got it already in the chat. And also, just on that note, which I just want to say, our sponsorship kit is open. We just launched that, I believe, today. So reach out to Dana Stanley about Sponsorship Ops. We're ready to roll with this one next October.

Karen Lynch: It is, and it continues to move fast. So the entire category, which is probably a segue into. That's a very good segue into the next step.

Lenny Murphy: Go ahead. I've done a lot of talking. I need to take a break.

Karen Lynch: Well, people like listening to you more than me, but I'll give you a break. The lady jumped out at me, the publicist, bought loatome, I think that's how you pronounce it. That's loathsome, similar to a live ramp. So the so it's a kind of connective tissue technology to match individualized data, but in privacy compliant way. So their identity solution, combined with with publicists, to do personalized marketing, it really gives them access to massive amounts of data, the data marketplace under the Epsilon brand within within Publicis. So I'm sure there's an AI component that they're building in there to help with that personalization. But that that model of one-to-one marketing, right, deliver the right message to the right person at the right time, driven by data, we're now seeing those pieces come together through large marketing organizations like Puma and that type of acquisition.

Lenny Murphy: So well, and if you click on this, if you click on the press release that Karley shared, um, Arsher Sadoon, the chairman and CEO stated, and I love this quote in the age of AI, the name of the game is connect or die. But there you go. So that's a clip. I love it. I love it. I love it. I'm like, all right.

Karen Lynch: And it's connecting data. Right. I mean, that that is a huge component of that and how you use that to build human connectivity in their case. So yeah, yeah. Yeah. Pretty cool. And on the next note, right.

Lenny Murphy: Do you want to talk about a center investing in a synthetic data farm? Is it Aru Aru? Yeah. So Aru and they're integrating that it's a consumer behavior predictive engine. Into their adventure, adventure. Well, it is an adventure. It is an adventure.

Karen Lynch: A center often offers.

Lenny Murphy: Now we have talked for a long time about research on this show. You and I, like research firms, are competing with these very large organizations now. So I think it is no small thing that they are investing in synthetic data sets. And yeah, that'll be another another kind of interesting trend to keep track of

Karen Lynch: All of them, I'm sure they are all playing in this space. Absolutely. And this one specifically, the Consumer Behavior Prediction Engine, and Accenture Song, which is kind of their marketing organization within Accenture, variation on a theme, but now totally on synthetic data. So pay attention, guys. Pay attention. Sure, sure. And then speaking of startups, it's always following the money, right?

Lenny Murphy: They follow the money. And Convio has raised five point three million to automate market research. So I power platform Convio streamlining qualitatively. And, you know, it seems to me when you look at this press release for what they're doing, it seems to me that it is very much conversing with existing knowledge sets, but also then launching new research and then doing some analysis. So kind of, taking that knowledge management to the next level is how I interpreted this one. So to be able to, you know, ask a business question and get some answers rather quickly, it's going to be, it's pretty cool tech.

Karen Lynch: Definitely a piece of it. Moderated video interview. Yeah. Yeah. Uh, so at scale, um, we've seen this emerging, right. Company's playing with this cavio. Uh, they emerged last year. Um, and this is their seed round. So it's just a seed round, uh, and pretty good at 5.3 million for seed round. Uh, so there, so similar to ListenLabs, who won the competition last year. So yeah, so there's kind of the evolution of those companies now really emerging, and building not just a, to your point, what was interesting is wasn't just a solution for, you know, AI moderation, they're building a platform that centralizes and creates a constant virtuous cycle of research execution. And that is where you're going. Well, obviously we're there now, so.

Lenny Murphy: Yeah, if it streamlines, okay, here's the business question, here's existing, and then, you know, you pose the business question that says, all right, first step one, which is good, smart research, here's what we already know about this. Like, excellent, what an efficiency of research right there, because that is actually, you know, one of the, when you're a qualitative researcher, that is one of the first steps, is what do we already know, so we don't waste our questions on information we already know. Like, we have valuable time with consumers, let's make sure we're looking at our historical, you know, studies first. So I love that it is doing that and then saying, okay, this is where we're launching now to fill in some of those gaps. I mean. Yeah.

Karen Lynch: And not just, I don't know if you've been listening. Yeah. Sorry. I haven't been talking. You've been listening to us for a while. We've been saying this was where we were going. Right. Uh, and now we're seeing the available solutions emerging in the market that are powering that vision and that transformation. So, yeah, here we are. Here we are. All right, we got a couple more. Yeah, some product launches, right?

Lenny Murphy: We're up to some product launches, some services. So, Blimp's rebranding. It's funny because, you know, there's not much to say about a rebranding other than they are doing that. But this one, This glimpse rebranding to Panoply. Panoply? Panoply. We need like a- Panopoplay?

Karen Lynch: Yeah, I don't know. When you send us stuff, give us your pronunciation guide. Yes, please.

Lenny Murphy: Send us an audio file so we say it the right way. Anyway, but introducing enterprise grade AI powered research tools as well. So their rebrand is in sync with, you know, kind of this AI powered tool. That they're coming out with too. So I think that's interesting because I think if I were a research firm and I was upping my AI platforms or adding that in, I would feel like somewhat of a new firm. I would feel like I got a facelift or something too.

Karen Lynch: So that actually makes a lot of sense to me. Yep. Yep. And it's video centric. So another piece that, yes, Anish, is changing. Yep. Yeah.

Lenny Murphy: Yep.

Karen Lynch: So I'll throw something out real quick. Watch the CEO series. There is an interview that I just did with quilt.ai just this morning, the CEO. I'm not sure what's gonna drop it. But Anish to your point, right? It was one of those interviews.

Lenny Murphy: And I actually said, like, some people are listening on YouTube, you have to read his quote out loud. So I'm sorry, I'm early.

Karen Lynch: The landscape is changing a lot of money into non-research startups powered by technology, a big threat to MR companies. So while I was doing this interview, because it's an example of this, everything we're talking about, right, into your quote, I even said to our market research company listeners that probably feel an urgent need to go to the bathroom right now. You know, oh crap. But the interesting thing is that these companies are emerging into a place where they're looking to build ecosystems. So as we, so yeah, some of this stuff can be very scary to the traditional model, no doubt, but they need help too. So, because they don't understand the space and a lot of these companies are looking for connections and resources and building new ecosystems. So keep that in mind, it is changing. It doesn't have to be, oh crap, unless just the sheer fact of change makes you say, Oh crap, the otherwise, you know, like in their defense, a lot of people make some very uncomfortable, but, um, but here we are.

Lenny Murphy: It's what's going to happen.

Karen Lynch: So here we go. All right. We got a couple more and, and I know we're coming up on time.

Lenny Murphy: So, Oh, Savantha, this one's really interesting to me. I'll be paying attention. So Savantha, I guess I have a frog in my throat. Savantha has launched clarity, which seems pretty straightforward to say, but clarity, a new data collection brand for them. But here's what's interesting, and I'm actually paying close attention to this, or I will be. In this press release that we picked up from Research Live, it says the senior leadership team has not been publicly revealed. I love a good mystery. I'm like, all right then, so who did you get there? I'm so curious about that. So I just feel like it's a little bit cloak and dagger and a little bit dramatic for the industry, but I'm interested.

Karen Lynch: Come on, Vin, drop us a line. Vinda Roberts, tell us what's going on.

Lenny Murphy: I just think it's great. So obviously, Savant has been a partner of ours for the eons. And anyway, I'm really curious as to what they're doing. So their brand is going to be focused on improving data collection, which we know we need. We know that's one of our big industry challenges, right, is all the problems with data collection. So, yep, yep.

Karen Lynch: Segway, our friends at Pure Profile, full disclosure, I'm an advisor to them. They launched their synthetic data solution, synthetic responses. Now, interestingly, they are taking that approach of supplementing samples. So Pure Profile at their core is a sample provider. They do more than that. So, interestingly, that trend we've talked about of sample companies using the asset the data, the data asset of their panel, to build out new solutions off of that, in this case, rather than replacing research, which they don't want to do, because they still power loss surveys, is supplementing hard to reach populations. And we've seen other companies doing similar things. So that's that kind of mixed mode hybrid approach. You know, we've got, you know, 100 real people, but 200, you know, synthetic based off of the real people built off of the panel. Another trend to watch for. We're going to see more companies doing those things.

Lenny Murphy: Yeah. So I want to jump to the last thing on our list, because remember right before the show, we were talking about our final bullet point here. And I was saying, oh, I wonder if, and then I thought, no, I'm going to save it for the show. I want to make sure we talk about this, because I'm curious as to synthetic data and how that will play out with polling. Anyway, spoiler alert, lady, that's so, so jumping ahead in our list, but to the audience, it doesn't matter. You don't know what I just jumped over. Disney shut down 538. Okay. I made some job cuts at ABC. It's at ABC. It was at ABC, right. Or an ABC host. So, you know, lots of layoffs. I'm so sorry to everybody affected by that, but it's more about the political polling site 538, which, um, was more like an aggregate, right. Of all of them, all of the different polls that were out there. So you could go to that site and kind of see what we thought was accurate information. And then, of course, enter the fact that polling has really, how do we say, failed us? It's really not being accurately working, and needs an overhaul. I don't really know all of the things without digging into so much. And we did our podcast episode on that last year as well. I just feel like I want to make the connection between shutting down a polling site, problems with polling, and synthetic data, and just throw it out there. Do we think that's coming? Are there going to be synthetic data sets that will be part of a polling process in the future that may actually do a better job than people?

Karen Lynch: So experiments have been run. I know that there's experiments being run. The issue is it comes down to So polling, polling data, attitudinal data is insufficient for a variety of reasons. So can we get to a place, I'm going to bring up the dreaded, you know, back in the day, Cambridge Analytica. Now they may have been nefarious bastards, set that aside, right? But the approach that they were using of combining different data types, behavioral data, behavioral profiles, you know, the things Facebook combined with polling was right. It was effective in terms of being able to combine the idea of understanding the motivations of voters, just as we're trying to understand the motivations of buyers. So it's the same idea. So.

Lenny Murphy: They do gap if they can, if, if, if we can connect our methodologies and say, what is the say do gap and how do we account for that? Correct. What is the solution? Because I sure think that this could be a really interesting time for some synthetic assists. Absolutely.

Karen Lynch: And that is the push in panels, in data, is that synthesis of attitudinal, behavioral, transactional, right? We see that every week. We talk about news that is related to that synthesis of data sets that are feeding AI training sets, a piece of that to predict behavior. So a piece of that, can we predict polling or political outcomes? The results that I have seen are interesting. They are not exact. And I think that may be the challenge, is that within the world of politics, 1% is a big damn deal. Accuracy is a determinative factor. And the problem of 538 was that the data inputs were often wrong from a percentage perspective, right? Oh, well, it's only two or 3%. Well, two, 3% makes or breaks elections. So there's some work to be done to get to the level of accuracy to your point to get there.

Lenny Murphy: And that's what I want to see. I want to see great strides. Call to action for everybody in that industry, in the polling industry, like call to action to really, you know, switch up your methods so that we get some, some more, you know, polling data combined with predictive analytic data. And, and let's see if we can, if we can be a little bit more accurate.

Karen Lynch: So, well, let's tie these last three together, because if there really is a theme there, you want me to take a stab at running through? Okay, so, well, So let's say Stagwell, Stagwell projects 8% growth on AI and digital services. Mark Penn, Penn show in Berlin, you know, pollster, they own the Harris poll, right? So there, you know, Mark's legacy is in the world of politics. And, and then from there into crisis management and polling. So good, good for a public company that they've, you know, they've been buying lots of other companies, et cetera, et cetera, connecting those dots, building a data ecosystem that combines these different components. And so most of their clients are marketing or brands for marketing organizations. But there's also, you know, political constituencies there as well. So I would say watch companies like Stagwell to your point, to get to that place, because they have the assets to do that. Walmart expanded e-commerce via video games. What was interesting about that is that within the gaming, it allows players to buy real-world products within virtual gaming experiences. Now that's kind of cool, but what people don't think about often is if you are engaging in a digital experience of gaming, it is collecting data. There's a famous quote by the founder of Zynga back in the day, right? Farmville, all that good stuff. They were a big data company masquerading as a gaming company. So now we see Walmart. You think that they're not going to connect the dots of oh, you've created a profile to play this game. We know 100% that they are going to be connecting the dots. I'm pretty damn certain they are.

Lenny Murphy: If we've learned one thing about our friends at Walmart this year is that they are fans of all the data that they can collect.

Karen Lynch: Yes, they are. And doing it. And that's very cool, right? In a way of gamification, all of those things. They've created a mechanism for capturing data, also purchasing data, while also enabling purchasing. It's a great synthesis of things. So, that would be the final point of large-scale AI simulation studies of human behavior. All these things we just ran through really quickly. There's an example, the Agent Society Project uses AI-driven simulations to analyze human behavior at scale. That type of stuff is happening in both the academic and the commercial world to synthesize, see the throughput here? That's all, synthesizing information to predict behavior from a marketing standpoint is to deliver the right message to the right person at the right time. And inherently, back to your point, politics is just marketing.

Lenny Murphy: Yeah, yeah. Yeah. So, yeah. And if we can, if we can trust that this is my, again, my you know, trust that these types of studies, this, you know, age and society, for example, looking to study human behavior, as long as the studies are taking place at a high or academic level, you know, to work on predictive modeling of human behavior, and then we can combine that with what humans say, then maybe we'll actually get to a place where we're like, okay, here's how they behave, here's how they say, and we have learned, because we've done all sorts correlations to what might actually happen. So yep, yeah, we'll go back to the car.

Karen Lynch: Maybe it won't be as much of a cluster.

Lenny Murphy: What does it have? Right. But the point that we've been talking about for a very long time is that the technologies now exist for us to synthesize information. To your point, what do we already know, then the research, the primary research process is now let's fill in the gaps of information, and that very continuous iterative process. And that's probably going to look a lot more qualitative and quantitative as far as the form factor so yeah yeah we're here we are we've just ran through all these examples they are just reinforcing that the vision that we've been talking about manifesting not because we're so smart well you are I'm not but the yeah well thank you but seeing these things just yeah just put my foot in my mouth all the time so anyway here we are y'all the world's changing, but you know, we're here to help you make, figure it out, understand what's happening so you can adapt and thrive. Yes. Yes. And I just, I'm enjoying this, like clicking and like, now that I'm learning now, speaking of the user interface, now that I'm learning how to like click on these things again, here's our email shout out to me and Lenny. Anytime you either have something to share with us that you're hoping that we talk about, you can even just pitch topics to us, like reach out. We're, we're paying attention and, um, you know, we'd love to, We'd love to hear from you. So, uh, and real quick, uh, Matt, thank you. You were public about being ill recently. Glad you're back. Glad you're okay, buddy. Um, uh, super illuminating episode today. Karen and Lenny from App Valley and Anish just asked, uh, uh, can I write with some of my ideas? We just gave you the email. Yes, please. We'd love to hear from you all. Thank you for tuning in. We'll see you next week. Bye. Bye. Can we just say bye? Happy weekend. Happy International Women's Day. Go get flowers, guys. Go get flowers. And you can also buy yourself flowers, ladies, as we know. Yes. All right. Bye, everybody. Bye, everybody. Here we are.

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