The context of that was in relation to search and AI search. I don't know the exact number, but it's something like 60% of searches that no longer result in a click. Maybe that's not a bad thing and maybe it's a good thing, but what it's doing is that when you search and you get an AI summary, that summary is much more succinct. It doesn't lead you to further content, whatever that may be. In the context of brands and advertisers, usually that's not a good thing, because you're not getting the traffic and the audience to your content that you normally would.
Part of the solution to that—and it's a little bit self-serving for what we do—is to move away from just that search content to social content. We call it “always in”: Your content is always in feed, in context, in zeitgeist.
Part of the solution to that limit on traffic and audience is to create always-in content in social media that exists across multiple platforms and multiple points in time to help offset that AI result and drive those audiences back.