Ben Walker  0:10  
So there seems to be a large discrepancy between those who are expecting a return on their investment versus how many of them have actually got a strategy in place. You know, you could almost called it a strategy gap, couldn't you? From by looking at the research,

Jemma Conner  0:23  
yeah, absolutely. So as we were saying earlier, there's 40% who say they're not expecting to achieve any return on their investment from using AI in the certainly in the next few years. However, among the same group of marketing decision makers, almost half are saying that their company's not developed a formal strategy to address the new skills that are needed to use AI. So maybe that's why they're not going to see that return. They've not made that investment in the right areas of the business to understand actually how AI can lead to return in investment. It is a much bigger problem again for smaller businesses, and just 4% of decision makers at large companies say they don't have a strategy in place yet. Amongst SMEs, it's 50-5% and 60% of those working for micro or small companies say they just don't have that policy in yet.