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00:00The holy grail here would be really one-to-one marketing, right, and does AI play a role in
00:08how you speak specifically to an individual who may be interested in purchasing the products?
00:14AI, for sure, I think has played a vital role in helping us to streamline processes,
00:19and there's no doubt that AI is going to be a very helpful resourceful tool.
00:23I am very excited for how AI is going to help us continuously identify trends.
00:28I'm also really excited for what AI can do to, for example, we have a beauty squad program.
00:33It's free to join. It's free to join. It's a loyalty program for all of our
00:37Elfies, besties, and it's actually one of the only loyalty programs that I really happen to
00:42love and I'm part of because it allows me and rewards me for anywhere that I shop Elf.
00:48And I don't know many brands that do that. So you can shop Elf at Target or you can shop
00:52Elf at Ulta or Amazon, and I will reward you for those points.
00:57And we've seen, actually, our membership grow double digits for the last two years.
01:01In addition to that, because of the fact that we make it accessible that any receipt scan
01:06that you put anywhere actually counts to your rewards points, we see that open up accessibility.
01:11And what it does is we've seen our receipt scans actually grow 150% year over year.
01:16And one of the things that why I'm excited for AI, to go back to your question,
01:20is because I think that AI is going to really help us unlock a couple things, such as in-game.
01:26We just actually integrated our beauty squad into Roblox, which is incredible.
01:31Roblox have had 16.5 million plays so far, our Elf up world, and we've just integrated
01:37our beauty squad in there, opening an entire new net of audience members to bring into Elf.
01:42But on top of that, I think AI is going to be really integral in terms of
01:46what in-game purchases do you want to see in Roblox?
01:50And helping us identify that in real time is going to be a huge unlock for us.