Hire an in-house creator to make YouTube videos teaching the product

David BarnardAre you still using UGC though? And how do you think about UGC in this mix of AI-generated creative or AI-assisted creative plus the in-house assets and you have motion designers on staff? You've got a lot going on. Are you also working with UGC?

Luke HarriesYeah, we do three main types of video production in-house. The first one is the motion design, and that's still the bulk of our ads and works really well. You can get the quick hooks and variants to really see what messaging resonates. And particularly with this AI abstract, UI-based flows, they're great ways to show it. The other team we have is a motion design team, but focused on brand videos and launches. And so they spend longer amount of time, fewer variants. And then we also have a in-house creator called Alec who has a YouTube channel who just shows how do you get the very best out of these tools? And it's more like person in front of the camera. I think there's definitely a world where we can try supercharging that in future for the educational side using the avatars. But for now, we really care about quality as well as quantity. And actually, a person in the studio making really fantastic educational videos is a great way to do that.

David BarnardYeah. You shared with me before the podcast that you're on track to spend over $100 million in paid ads by the end of the year. How do you think about where to deploy that money with this fire hose of creative? Because one approach and what a lot of people are doing is like, "Okay, AI is now helping us create so much more creative. Let's just throw money behind it and just see what sticks." Is that what you're doing with 100 million or how are …