0:29:30 - (Reg Prentice): So that works the same for both ends of the scale, small firms maybe don't know. So they need it to be simple. But the large firms, know, but they still don't have the time to deal with a complex system. 0:29:43 - (Randy Wilburn): I didn't think I'd get a Biggie Smalls reference in this podcast, but just like there's more money, more problems more projects, more problems. Just because you have more projects, you’d think, oh, we're making more money, but that creates more problems when it comes to corralling that information and gaining control of it. 0:30:04 - (Reg Prentice): Yeah, and that is a system design issue where you want the amount of effort to scale non-linearly. You don't want the amount of effort to scale up exponentially. You want it to just stay very low, no matter how many projects a firm has. And so that's one of the things that we've built into Tonic, is just that it doesn't matter how many projects you have, the complexity doesn't increase with that. 0:30:34 - (Randy Wilburn): Of course, I'm going to ask you this question that everybody's asking nowadays. I have a few distinct questions before we wind this conversation up. I just spent the weekend sitting on my brother-in-law's couch, watching every AI video that I could watch because I'm a big AI fan. I'm using AI quite a bit. AI has changed things in terms of the way that I process and manage information when it comes to the podcast that I do because I don't just do the Zweig Letter podcast, I have my podcast that I do here in Northwest Arkansas. 0:31:14 - (Randy Wilburn): And then I help companies all over the country manage their podcasts and run them and AI has been a game changer for me. I'm curious as to how you see AI informing what you do at TonicDM and are you already incorporating it into the workflow? 0:31:33 - (Reg Prentice): I also am a huge user of AI, so I spent most of my weekend chatting with chatGPT. 0:31:44 - (Randy Wilburn): Kindred spirits. Here we go. 0:31:46 - (Reg Prentice): I find it hugely beneficial for just being able to know what technology exists and learn about it so quickly. And when it comes to writing computer software, which I don't do professionally, because we have real software engineers that do that at Tonic, I'm doing things related to software programming, it is amazing. It is incredible. So it's changed my life. You would think that Tonic would immediately see how AI could change and benefit the profession, but I would say, I find that question much more difficult. 0:32:32 - (Reg Prentice): So what we're doing with it at the moment is organizing information, which sounds like what we just talked about. However, a problem that I see for design firms getting the benefit of AI is that information is hugely contextual. So knowing that something worked in one circumstance doesn't mean that it's going to work in another. And so the way that we are building towards offering customers AI enhancement is by looking at how we can add more parameters to the data that we store for them.
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