Name: How Algorithms Are Taking Over Global Marketing
Uploaded: 2026-06-22T10:55:00Z
Duration: 6 min 52 s
Description: Luma AI CEO Amit Jain explains how generative AI is shifting content production away from physical sets and turning media buys over to algorithms. He argues that human creativity won't be replaced, but rather empowered to execute at an unprecedented scale.

https://www.barrons.com/client

"There's a bigger market, less competition," H. Cabot Lodge III, founder and senior managing director of Lodge Quai Capital Management, told Barron's editor at large Andy Serwer.

https://m.wsj.net/video/20260625/67379068-8acb-4d90-ac5b-002cffa69b67/1/hls/manifest-hd-wifi.m3u8

Why This Investing Pro Is Looking to Europe

As fast-changing markets continue to push for innovation, Lucien Boldea, CEO of Timken, discusses how he’s balancing tradition with evolving the company.

https://m.wsj.net/video/20260618/f2df66eb-5814-4620-b0df-6fdd6a5cb669/1/hls/manifest-hd-wifi.m3u8

How This CEO Is Leading a Company’s Legacy Into the Future

Lucien Boldea, CEO of Timken, discusses how the company is benefiting from growth in sectors like robotics, infrastructure, and power generation.

https://m.wsj.net/video/20260618/ae2598bd-e479-4259-b91e-3899f172d107/1/hls/manifest-hd-wifi.m3u8

AI Is Transforming Industries. This Company Reaping the Benefits.

Lucian Boldea, CEO of Timken, spoke about the artificial intelligence, the economy, acquisitions, and much more with Barron's editor at large Andy Serwer.

https://m.wsj.net/video/20260618/7229ee9c-a600-45cf-8f58-4043b8951cb6/1/hls/manifest-hd-wifi.m3u8

A CEO Explains How AI Impacts the Physical World

Bruce Flatt, CEO of Brookfield Corporation, says these investments “will drive one of the most productive operating periods in the history of the world.” This interview was filmed on June 9, 2026.

https://m.wsj.net/video/20260612/03f362e4-07b8-4830-939d-5180295d15ec/1/hls/manifest-hd-wifi.m3u8

Investing Opportunities in AI and the Productivity Boom

Howard Marks, co-chairman of Oaktree Capital Management weighs in on current market conditions for investors. This interview was filmed on June 9, 2026.

https://m.wsj.net/video/20260612/99665dea-069a-4380-ab6f-990a4d2da071/1/hls/manifest-hd-wifi.m3u8

How Rising Optimism Is Supporting Credit Markets and IPOs Like SpaceX

Bruce Flatt, CEO of Brookfield Corporation, and Howard Marks, co-chairman of Oaktree Capital Management, spoke with Barron's editor at large Andy Serwer. This interview was filmed on June 9, 2026.

https://m.wsj.net/video/20260612/80391bfe-afe2-41c4-8fc5-bf9b8c3d5fd5/1/hls/manifest-hd-wifi.m3u8

Catching Up With Power Investors Howard Marks and Bruce Flatt

Kyle Clark, CEO of BETA Technologies, spoke about the company's electric vertical takeoff and landing, or eVTOL, aircraft in a conversation with Barron's editor at large Andy Serwer.

https://m.wsj.net/video/20260604/6aef5837-89d7-4bce-ac6d-2756973b5b9f/1/hls/manifest-hd-wifi.m3u8

This Company Is On a Mission to 'Transform Aviation,' CEO Says

At Barron's

"Your 9-5...is just not going to do it," Nick Magguilli, personal finance expert, said on Barron's Streetwise podcast.

https://m.wsj.net/video/20251216/e6897805-d131-4cc4-9c59-ca03b0c0b958/1/hls/manifest-hd-wifi.m3u8

How to Scale Your Net Worth

TJ Thornton, Head of Global Research Product Marketing at BofA Securities, talks to Jack Hough about his favorite stocks outside of AI.

https://m.wsj.net/video/20251210/f9c1a95c-5a0e-4349-9fe4-73b3ac53bfb8/1/hls/manifest-hd-wifi.m3u8

BofA’s Favorite Non-AI Stocks

Jack Hough talks to TJ Thornton, Head of Global Research Product Marketing at BofA Securities about diversifying stocks to hedge AI risks.

https://m.wsj.net/video/20251210/8e164ff7-1500-4c2f-8713-e891c640a0f4/1/hls/manifest-hd-wifi.m3u8

Evaluating Investing Opportunities Beyond AI

Steve Quirk, chief brokerage officer at Robinhood, breaks down the value of tokenizing stocks in different markets.

https://m.wsj.net/video/20251126/f86d65ea-bd8b-4777-b6b0-80f7bb12027e/1/hls/manifest-hd-wifi.m3u8

Unpacking Tokenization for Everyday Investors

Jack Hough talks to Steve Quirk, chief brokerage officer at Robinhood, about trends in retail investing.

https://m.wsj.net/video/20251126/a9cbdcc6-f060-4fc9-a15e-396924e25946/1/hls/manifest-hd-wifi.m3u8

How Robinhood Reshaped the Trading Landscape for an Entire Generation

Streetwise host Jack Hough sat down with strategist Scott Wren to discuss how the AI-fueled market run stacks up against the dot-com boom.

https://m.wsj.net/video/20251111/bd2e1a5b-1a6e-4543-8133-dcc63f69b5dc/1/hls/manifest-hd-wifi.m3u8

AI vs. The Dot Com Bubble

Bank of America’s Haim Israel shares what’s next for Nuclear Energy development.

https://m.wsj.net/video/20250930/ab4fc336-af44-4af2-8e40-9ae6f04a445e/1/hls/manifest-hd-wifi.m3u8

The Outlook For Nuclear

Jack talks to Lyft CEO David Risher about growth potential in the company.

https://m.wsj.net/video/20250929/ae62b70e-912b-4ce7-ae63-1b2652628bae/1/hls/manifest-hd-wifi.m3u8

Lyft's Ride to Profit

The stock market is expensive. What does that mean for your portfolio? Jack sits down with Franklin Templeton’s Matt Quinlan to talk dividend investing, and whether it’s a good move in a pricey market.

https://m.wsj.net/video/20250911/9c85e132-d710-4458-9467-aa69d4f25ae0/1/hls/manifest-hd-wifi.m3u8

Dividends and Capital Appreciation

Barron's Streetwise

Having scale helps firms reinvest in the people, processes, and technology necessary to deliver superior client outcomes, Mike LaMena, the CEO of Wealthspire, tells Greg Bartalos, Editor-in-Chief of Barron’s Wealth & Asset Management Group.

https://m.wsj.net/video/20260623/a82b8dbb-7bdd-405d-98b1-1d46d9002990/1/hls/manifest-hd-wifi.m3u8

Beyond AUM: The True Value of Scale for Advisory Firms

Interviews with top wealth management professionals about topics including compensation, hiring, marketing, next-gen, and more.

RIAs that are looking to sell should start the process early, and ideally when the business is thriving, to maximize leverage and options, says Shirl Penney, the CEO of Dynasty Financial Partners.

https://m.wsj.net/video/20260526/d766a2a1-3884-4be6-9190-7a76f5d09f0e/1/hls/manifest-hd-wifi.m3u8

‘The Best Time to Sell Is When You Don't Have to.’

“Begin with the end in mind and be really clear about what it is that you want and what it is that you don't,” Shirl Penney, the CEO of Dynasty Financial Partners, tells Greg Bartalos, Editor-in-Chief of Barron’s Wealth & Asset Management Group.

https://m.wsj.net/video/20260526/6306bad1-ec7d-4a82-a855-871a2a8af24a/1/hls/manifest-hd-wifi.m3u8

RIA Sellers Need to Be Specific About Their Goals 

Raise capital, be prepared for onboarding, and have a dedicated team of experienced investment bankers in place, advises Shirl Penney, the CEO of Dynasty Financial Partners.

https://m.wsj.net/video/20260526/dced3678-98a2-4e00-9486-3aa9f461ab0e/1/hls/manifest-hd-wifi.m3u8

3 Things Buyers of RIAs Should Do Ahead of Any Deal

Shirl Penney, the CEO of Dynasty Financial Partners, says that acquirers should prepare a roadshow deck and be extremely clear about the type of cultural fit, advisor, and end client they want.

https://m.wsj.net/video/20260526/57147b82-97fe-4b2a-9c75-57453cce1f09/1/hls/manifest-hd-wifi.m3u8

Looking to Buy an RIA? Don’t Ignore These 2 Key Steps.

Envestnet CEO Chris Todd describes how advisors can tailor their messages for clients in different generations.

https://m.wsj.net/video/20260513/e295d300-763f-4018-b2e9-3bb99a1e4990/1/hls/manifest-hd-wifi.m3u8

How AI and Data Can Help Advisors Start Client Conversations

AI is helping advisors grow assets by analyzing client portfolios and suggesting specific "next best actions," such as identifying tax, portfolio drift, or managed account opportunities, says Envestnet CEO Chris Todd.

https://m.wsj.net/video/20260512/0b649d32-dd24-4c27-8cf9-b0504ce3a9a4/1/hls/manifest-hd-wifi.m3u8

AI Is Boosting Organic Growth for Advisors

CEO Chris Todd explains how the company is providing core technology to RIAs and broker dealers while building infrastructure to meet future advisor needs in areas like alternative investments and digital currencies.

https://m.wsj.net/video/20260512/06d41382-0347-4765-b253-994badc172a3/1/hls/manifest-hd-wifi.m3u8

Envestnet’s ‘Bullseye’ Strategic Approach  

CEO Chris Todd says the company is using AI to increase internal productivity and leveraging its large data set to provide "investment data insights" to help advisors manage client portfolios.

https://m.wsj.net/video/20260513/4207fb3b-4df7-43b2-8c1e-32d3cb75967f/3/hls/manifest-hd-wifi.m3u8

How Envestnet Is Harnessing AI and Data 

Barron's Advisor The Way Forward

A “willingness to roll up your sleeves and understand the issues that your clients are facing, not just from an investment perspective,” is common among the industry’s most successful, says Kelly Gaur, a Mercer Advisors regional vice president.

https://m.wsj.net/video/20260319/318adb2f-a888-4f30-b182-c791e27f98ab/1/hls/manifest-hd-wifi.m3u8

Best Advice for Someone Considering Wealth Management as a Career

Kelly Gaur, a Mercer Advisors regional vice president, says she was drawn to working for a registered investment advisor partly because they generally offer a more personalized, modern approach to wealth management.

https://m.wsj.net/video/20260318/5575e9ca-0b48-4fb9-8e43-82aae1b3e3fc/1/hls/manifest-hd-wifi.m3u8

The Appeal of Working for an RIA

“The best client development professionals are those who have served clients in some capacity,” says Kelly Gaur, a Mercer Advisors regional vice president.

https://m.wsj.net/video/20260318/c1638929-6b21-4573-9deb-4f78e1ffa1d7/1/hls/manifest-hd-wifi.m3u8

Client-Facing Experience Can Help Advance Your Career

The Mercer Advisors regional vice president discusses her business development role and tips for breaking into the industry and gaining valuable experience in a non-advisory capacity.

https://m.wsj.net/video/20260318/f2c2c9a5-cb67-4167-a48b-7fe4a9285615/1/hls/manifest-hd-wifi.m3u8

Kelly Gaur: Tips for Pursuing Non-Advisor Roles in Wealth Management

“You want to make sure that everybody's excited and prepared and that you're all pulling the rope in the same direction,” says Nate Fisher, managing director and wealth advisor at Carson Wealth.

https://m.wsj.net/video/20260305/20285ef5-c115-435f-9291-e4f2d5b166a9/1/hls/manifest-hd-wifi.m3u8

A Successful Transition Requires Honesty and a ‘Heavy Lift’

Young advisors considering a succession plan should maximize engagement with clients because “it can take a long time to gain that trust and build those relationships,” says Nate Fisher, managing director and wealth advisor at Carson Wealth.

https://m.wsj.net/video/20260305/236fdaa2-5acb-48e9-b16d-e20b58846487/1/hls/manifest-hd-wifi.m3u8

Succession Planning and Establishing Trust With Clients

The Carson Wealth managing director and wealth advisor says his decision to partner with the firm was driven by the need for increased capacity for holistic services and a clear succession plan for his retiring father.

https://m.wsj.net/video/20260305/33bb1217-c8be-4358-ba17-6238cbab6fa1/1/hls/manifest-hd-wifi.m3u8

Nate Fisher: Lessons Learned From a Successful Partnership

As trust grows, advisors tend to spend less time discussing investments and more time on clients’ families and well-being, says Nate Fisher, managing director and wealth advisor at Carson Wealth.

https://m.wsj.net/video/20260305/d2d3903a-994f-4ae7-82be-706929930b3d/1/hls/manifest-hd-wifi.m3u8

Trusted Advisors Focus Less on Investments, More on Clients' Lives 

Serving tech founders is a full-time, long-term effort that often requires significant upfront work before a successful, revenue-generating relationship is established, says Katie Partridge, a Morgan Stanley private wealth advisor.

https://m.wsj.net/video/20260219/abc63bad-4c7a-474b-b4a8-b4feae461375/1/hls/manifest-hd-wifi.m3u8

Landing Founders as Clients Requires Patience and Hard Work

Barron's Advisor Next Generation

Government policy shapes retirement regardless of savings or lifespan. With Social Security's trust fund facing a 2033 shortfall, what fixes are coming? Our experts discuss policy shifts and how to budget your benefits.

https://m.wsj.net/video/20260410/aea80278-298b-458e-8bcd-f378796d6328/2/hls/manifest-hd-wifi.m3u8

What's Next for Social Security?

Stocks swoop and soar as investors weigh AI hype against rate-cut "tea leaves." Our panelists explain how to drown out the noise, chart your own winning path,and identify investments that offer true long-term rewards.

https://m.wsj.net/video/20260410/586aecf7-117b-4f3e-86f0-6869d907e671/2/hls/manifest-hd-wifi.m3u8

Riding the Market Roller Coaster

The capture of Venezuela’s Nicolás Maduro and Middle East tensions are reshaping oil supply expectations. The U.S. is intervening in energy markets in decades-unseen ways. Experts break down what’s next for oil, gas and energy stocks.

https://m.wsj.net/video/20260212/9779ec13-602a-4a38-bb73-495ff464a24f/1/hls/manifest-hd-wifi.m3u8

Oil and Gas in a Volatile World

For the first time in decades, U.S. power demand is rising - driven by AI data centers, EVs and electrification. Utility and clean-energy stocks are climbing, but costly buildouts threaten affordability. We explore what’s next for the power trade.

https://m.wsj.net/video/20260212/81a81fdd-47b4-44f6-93d1-7597a7fab032/1/hls/manifest-hd-wifi.m3u8

The Gold Rush in Electricity

Will Nvidia and other technology companies keep powering the stock market in 2026? We'll speak with two veteran money managers about their views on tech and their favorite stocks for the coming year.

https://m.wsj.net/video/20251212/5683d7a0-ed1f-4e3c-b913-bb3367ea3abd/1/hls/manifest-hd-wifi.m3u8

Finding Bargains in a Pricey Market

Explore what could go right for investors, and what could go wrong, in a year that will see the AI trade evolve, the Fed's leadership change, and global competition for resources increase in this 2026 Outlook.

https://m.wsj.net/video/20251212/573f5954-c4ab-43e9-804d-f1ea93fbb70c/1/hls/manifest-hd-wifi.m3u8

Meeting the Challenge

Stocks are expensive, risks abound, and AI is about to change the world. Other than that, building a calamity-proof retirement portfolio should be a cinch. Tune in as two veteran money managers size up the markets and share their investment ideas.

https://m.wsj.net/video/20250211/17a5e7d6-7c36-44b0-a35e-bf5ac3a24194/1/hls/manifest-hd-wifi.m3u8

Saving for a Sunny Day

Research shows that people greatly underestimate the healthcare costs they’ll face in retirement. Learn from experts how to estimate those costs, prepare for potential long-term care needs, and manage healthcare expenses in retirement.

https://m.wsj.net/video/20250211/e7c022d9-badf-4e95-8e7c-0b6fce9f7823/1/hls/manifest-hd-wifi.m3u8

Are You Fiscally Fit?

Surging power demand, new energy sources, and growing competition have spurred the utility industry to become more innovative than ever before. Our panelists will unpack the changes afoot and explore what lies ahead for companies, customers, and investors.

https://m.wsj.net/video/20240917/001ea098-1fcc-4da5-9f0e-a3b149bbb2fb/1/hls/manifest-hd-wifi.m3u8

Not Your Father's Utility

Barron's Roundtable

Whether you're leading a transition, building a scalable team, or just trying to stay ahead of the curve, this episode will give you practical insights to lead smarter and grow stronger.

https://m.wsj.net/video/20251010/fd26d60b-d1e6-409b-b51b-101da4aaa368/1/hls/manifest-hd-wifi.m3u8

Next-Gen Leadership Meets Smart Innovation

Electric vehicles sales are growing but not at the pace some expected. Some would-be buyers worry about the range of EV charging, and others are swayed by politics. But innovators from Detroit to Silicon Valley still envision a dramatic shift in how we get around. What’s going on and what’s next?

https://m.wsj.net/video/20240603/5784fa60-791c-47ad-9740-42e4553de5c4/1/hls/manifest-hd-wifi.m3u8

Forces Shaping EV Adoption and the Future of Driving

Success in improving the power grid to accommodate the electricity demands of the future will be a boon for companies doing the work and utilities that succeed. Explore the investing risks and opportunities.

https://m.wsj.net/video/20240522/2b825c69-2687-4d88-923b-0c8f523a2f67/1/hls/manifest-hd-wifi.m3u8

How to Invest in Initiatives to Bolster the Power Grid

Joanna Rotenberg, Fidelity's president of personal investing, discusses ways to make investing more accessible and how to bolster your own financial security.

https://m.wsj.net/video/20231025/8ad733df-ac90-41fd-9655-7761b3e0532c/2/hls/manifest-hd-wifi.m3u8

Mind the Gap: Demystifying Investing

Reshma Kapadia sits down with Cozy Wittman of College Inside Track to discuss how to tackle all things college, from what admission officers are seeking today, to navigating the different ways to funding higher education and evaluating the ROIs.

https://m.wsj.net/video/20230515/b7229011-05cc-42ec-9c16-1d7752ec668d/1/hls/manifest-hd-wifi.m3u8

Decoding the College Search and Financing Puzzle

Nicole Webb, financial advisor and SVP at Wealth Enhancement Group, shares ways to navigate the real estate market this spring whether you are a first-time buyer, a retiree downsizing or someone who is relocating or looking for a second home.

https://m.wsj.net/video/20230424/93eb00e1-caf0-4e83-9fc7-b502a57dc546/1/hls/manifest-hd-wifi.m3u8

Pro Tips on Buying and Selling a Home

Reggie Fils-Aimé, former president and COO of Nintendo of America, joins Barron's deputy editor Alex Eule to discuss his unlikely rise to the top, and the risks he took once there to beat the odds and achieve success.

https://m.wsj.net/video/20220630/61e2296d-ab1a-4216-ae65-24676447c616/1/hls/manifest-hd-wifi.m3u8

How Nintendo's Former President Disrupted the Gaming Industry

2050 Wealth Planners co-CEO Lazetta Rainey Braxton, Sequoia Financial Planners vice president Elizabeth Scheiderer, and MoneyZen founder Manisha Thakor offer tips on how to prepare for recession, inflation, caregiving needs.

https://m.wsj.net/video/20220617/a71025ce-518b-49b9-b098-21417863f8ce/1/hls/manifest-hd-wifi.m3u8

Financial Advice for the Inflation-Weary

Families and advisors have a lot to navigate when it comes to generational wealth transfer. Add sustainable investing to the list. Examine strategies to help close the generational divide. From the Dow Jones Energy & Sustainability event series.

https://m.wsj.net/video/20230210/85cbf3f9-b5ab-4bfa-93c6-f8e8a247d386/1/hls/manifest-hd-wifi.m3u8

Sustainable Investing and the Wealth Transfer

Barron's Events

Level Up

Barron's Explains

Back to Business

Great Investors

MarketWatch

Video Center - Barron's home

Luma AI CEO Amit Jain explains how generative AI is shifting content production away from physical sets and turning media buys over to algorithms. He argues that human creativity won't be replaced, but rather empowered to execute at an unprecedented scale. Photo: WSJ Leadership Institute

https://m.wsj.net/video/20260622/3dea6eae-2c41-4865-a2fc-e4874729053d/1/hls/manifest-hd-wifi.m3u8

Luma AI CEO Amit Jain explains how generative AI is shifting content production away from physical sets and turning media buys over to algorithms. He argues that human creativity won't be replaced, but rather empowered to execute at an unprecedented scale.

How Algorithms Are Taking Over Global Marketing

Amit, thanks so much for taking time to be with us. We're here in Cannes, which is the center of marketing creativity. Tell me how AI is going to affect this place. What is AI gonna do to creative in marketing?

Thanks for having me. I think it has already affected this place. I think pretty much every conversation is production, deployment and the media buy, how AI is going to change it. And it already is changing it. So the two really important trends that are happening right now, production is shifting from being based in physical atoms, being done with cameras, people, and in physical spaces to going more and more generative AI. And the second thing that is happening is on media buy side of this, which is how do you go from this human intuition based, revised once every three months of like, you know, deployment of this content to going for algorithms, just basically running it entirely. So that is about 10 to 12% of global GDP if you sort of have an idea of like the magnitude of like, you know, spend. That's what's changing.

Well, you paint a scenario that a lot of people here find somewhat scary, right? You say creative is going more and more to AI and you talk about a media spend being completely run by AI. What's the role for people in this system? What do you tell all the chief marketing officers and all the marketing people who are filling the streets outside that window, what's their future look like?

Some of it is having fun at Cannes, I think that's what humans are very good at. But I think like... The field is not collapsing or the field is not, you know, shrinking. It's actually companies want to do more of what is working. Companies want to like, you know, be able to deploy in every country imaginable, in every language and try every kind of idea and every kind of message, right? So I think for a CMO, the primary thing to think about is what does their function look like, their org, their company look like? And I think the answer is starting to become very apparent, which is you have a core group of really good people who understand the brand and who understand the market of your company, yeah. And then you have an army of, you know, AI agents systems built by Luma, and you use them to deploy these ideas at scale. So humans are responsible for the ingenious ideas that further a brand, that further, you know, its message, its positioning, it's perception in minds of people. And you use AI to deploy that scale, scale that was really only accessible to maybe five companies in the world before. Now it's accessible to like the smallest ones.

So creativity doesn't go away. It becomes empowered by the tools.

I don't think creativity has ever gone away, really, right? Like, you know, anytime technology has changed, its nature has changed. People who do it has sometimes changed. Because, you know, the ones adopt, and the ones who learn these new methods are the ones who actually take it forward.

You know, I believe that vision that you just laid out there, but I also think it's a very hard thing to get across to people.

Yes.

It scares 'em.

Change is never easy.

Yeah.

I mean, you know, we are sitting in Europe, like, you know, the place that wants to stall change as much as possible, but like, you know, Europe has also changed significantly over ages.

Yeah.

Over time. Change is always difficult, but I think this is inevitable. Like, the simple thing to think about is this, let's say you have companies A and B in the same market, yeah? Company A is using Luma and is deploying these things at the rate of like, you know, one per second or substantially faster at some point. In the same marketplace of content, you are coming in and you're deploying it once every six months, once every three months, right? You're gonna be out of it. You're gonna be outdone very quickly.

It's about speed.

It's about basically learning the preferences of the world through deployment of content that's-

Deploy, learn, pivot. Deploy, learn faster and faster. Faster and faster cycle. So tell me about Luma. Where did the idea come from? What's its superpower and where does it go from here?

So Luma is actually a research lab that builds multimodal foundation models. And we build... The underlying foundation model layer. We build the agent and intra layer that like, you know, is necessary because a model alone is nothing. You need to make it into a system of productivity, a system or tooling, right? So we-

And you can't... The big LLMs can't give you that in terms of creation of video, et cetera.

That's right. And in fact, actually the big LLMs lack ability to even understand the creative problem, right? When they look at images or videos in order to like, you know, judge whether something is good or bad, LLMS are very poor at that, so you need like, you know, creative systems and multimodal systems that are very good at understanding not just text, but also images and videos.

Do you work on top of an LLM or are you a-

We do use other LLMs basically like, you know, wherever is necessary for agent orchestration and systems like that. And we build the full infrastructure on top of it, which is comprised of our models, of LLMs and tool orchestration agents, all of these kind of things.

Yeah, and who's your competition?

So currently we consider Google and like, you know... As one of our important competitions basically. But what we see between them and us is that Google is making everything in the world imaginable. They have like, you know, some engineers who go and help companies to actually build these tools out into their companies. But these problems are creative, right? So let's imagine very quickly you're trying to solve a problem that has something to do with architecture. You need architects to actually go do it. So Luma not only brings the models, the infrastructure and the engineers, but Luma also brings creatives on top of it.

So it's domain expertise really? It's what's happening in law, it's what happening in different areas. Everybody's trying to figure out, can you compete with the LLM? Well, if you have domain expertise, that's valuable-

That's the only way-

You can.

Right.

Do you think the end game is that Luma sells out to one of the big hyperscalers?

It's always a possibility and everything has a price, but I think the right way to think about it is basically this is such a large space and such a large market, and incumbents are so ill-equipped to actually solving these problems, right? Because they've had infrastructure, they have had context, they have had people for a long time. This technology has existed now for five years, really, right? So incumbents are actually very ill positioned, just like it's always in the change of technology. So we see for ourselves a huge market and a huge opportunity, and the growth is stellar. So I think like, you know, we will grow into something very spectacular as the incumbent shrink.

Well, I mean, good luck to you.

Thank you very much.

Wishing you the best.

Yeah, sounds good. Thank you for having me.

Thanks.