Q a certain way, but they do have this background, this understanding of aesthetic. And so Sinead, tell me a little bit more about how maybe some of these companies are using this technology today. Are they leaning in and saying, oh, actually this is really valuable. We're going to utilize these new tools Because we are in this new era, or are they kind of resistant to this new wave?
A Yeah, I think it kind of depends on the type of fashion company. So if you look at e-commerce and a company, although we might not be as familiar with Zulando in America, they're quite a big fashion giant in Europe. For them to be researching this technology and showing very viable proof of concept as early as 2019, we know that fashion companies are exploring this. And we can also say a company like H&M, they have Thousands of data scientists that use AI to do things like forecast trends and, and understand and analyze supply chain. So they already have the, the somewhat of the infrastructure to deploy the next advancements in, in what the industry will be adopting. I would say where we might see a little bit more resistance is potentially in, in high fashion when it comes to using AI for things like design. Although I do expect, as any Tool. It will eventually be adopted, but I would argue that there's probably been certain instances where any of us on this, on this podcast right now have come across an AI model and just not realized it, uh, shopping online. So I think the technology has been here for, for years. It's 20, 23. Companies were investing in it in 2018. It's, it's largely here. It just hasn't materialized as broadly at scale yet, but that's coming.
AI assessment note: “I think it kind of depends on the type of fashion company.”