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We're going to see it more in social media, smartphones, search engines, AR/VR devices, e-commerce, everything. New Apple Intelligence I think is a great recent example of integration. So many people use Apple devices, now they're going to have generative AI operating in the background without thinking about it. (14:32):.

In second place was southern Europe with 50% according to the A, b, C of mobility research paper by Raphael Prieto, cual, complexity Science hub and Juan p OA of ar, VT university. So 92% of trips in America owned by cars versus if you take European in its entirety, it's just 43% for cars. Then in America, 4% of trips are by public transport compared to 32% in Europe.

'Cos frankly, there are a few things that they've tried to do, like have an enterprise augmented reality division, which I think you covered on the pot at one point, they shut down. And a lot of the things that they want to do, I don't want to say they haven't worked.

So what would we think if the Apple Vision Pro was the first VR/AR headset?

And if it can do that, I think it's very well positioned for the future in terms of the way that it's diversifying its revenue streams, not only with Snapchat+, but its expansion into a tech platform focused on AR as well as that strong engagement that we continue to see from its users. There's clearly a long road ahead, and it's not going to be easy, but no, I'm not giving up hope on Snap just yet.

First of all, it seems like a really heavy lift for a brand or retailer to enable this kind of experience, not just AR try-ons, but the creation of a digital mannequin to live inside the internet. Also, I have no reason to believe that in 2024 digital avatars will get life-like enough to really juice adoption there.

Another thing we could see is applications in BR and AR, making the technology more immersive, hyper-realistic, make it more of a sensory experience, not just appearing visual without the need for an external device. Now that said, a couple of neural links competitors at least have the same interface, but it doesn't have to be invasive.

I think one area where they have an edge in shopping though of course is an augmented reality, but that isn't seeing as much uptake that would make Snapchat a stronger player in the space. So Spotlight seems to be growing, but it's growing from a pretty small base. And the lack of shoppability of Snapchat compared to the other players is what's putting it in third place. Sara Lebow:. Yeah. Okay.