00:00Do you have any hot takes about the industry as a whole?
00:04Is there a hill that you're willing to die on?
00:06Yeah, I think my hot take now is about investing in humans more than AI.
00:13I think human interaction is going to be a luxury experience.
00:17And we talked about before about like there's so much AI slop out there with, you know, flyers that, you
00:24know, when you first see them, like when AI first came out, it's like, wow, they had a great graphic
00:27designer.
00:28They must have spent hours on that.
00:29And now you realize, oh, that took 20 seconds in a prompt, you know, long posts that have those three,
00:34you know, bullet point emojis, like that's AI and you just gloss over it.
00:37The smart marketer, smart operators are zigging when everybody's zagging.
00:41Instead of doing more AI slop and like, oh, my slop's a little bit better than somebody else's.
00:46I think it's you need to be investing more in humans, especially because talent, there may be more good talent
00:53on the market now.
00:54All these, a lot of companies are like, oh, we're slashing headcount, we're slashing headcount.
00:57Because we're automating more customers.
00:59If you're going after the market that has disposable income, that wants to be treated well, they're going to go
01:04where like at the Encore check-in where there's 10 people that, you know, are presented well.
01:10They look good.
01:10They're, they deliver good service.
01:12They're going to go there and spend their money there as opposed to the Taco Bell kiosk.
01:16Not everybody can be at the top of the market.
01:18There's some places that need to be no frills and operate as lean as possible.
01:23But I think if you're an operator that's in a market where you have margin, I would invest in more
01:29people.
01:29I think that's the way to win in the market.
