00:00And we use artificial intelligence in the development of the work,
00:03not as the creative device, but as an accelerant of the creative process and strategic process.
00:16We're using AI in multiple ways in our team. Most recently, about a month ago,
00:21we launched a new brand campaign and we use artificial intelligence in the development
00:25of the work. It shaved about two and a half months off of our development cycle for the
00:30campaign, which was pretty amazing. Another use case for us, which is fairly prominent, is
00:36part of my team executes all of the translations across the entire bank. And so AI is an important
00:42tool that we use to help make that more accurate and also faster. So within the financial services
00:48industry, artificial intelligence has been in practice for several years. Most people
00:54maybe don't know that, but if you can imagine even well outside of the marketing use cases,
01:00it's put into production to reduce fraud, fraud models, risk and so forth. So it's got a broad
01:07base set of applications across our industry. As we look to the future, I think we have more
01:12questions than answers in terms of how artificial intelligence will come into our world. And
01:19our approach is just to embrace it and learn from it and experiment and be along the journey,
01:25because we know that we'll discover things along the way, experimentation,
01:29some things maybe serendipitously that we'll find, and we'll see where it takes us. We have
01:34a couple of maybe rules of thumb or guidelines that we're thinking about in terms of how we're
01:39executing AI. And I think the first is taking care to protect our clients' data and their privacy. We
01:45need to really make sure that we care for that. The second is that we largely view it in the
01:52moment as not a replacement for humanity, but an enabler for humanity.
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