And yet, despite the magnitude of change the category has undergone since the company stepped onto the field, the pace of innovation we are witnessing now is so significant that we believe it has the potential to nurture category evolution in the next 20 years that is even more dramatic. Over the last 10 years, AI has outperformed Moore’s Law – the longest standing assertion related to pace of technology innovation which suggests that computer performance (speed, processing power) will double every two years. While this was largely on point for the last 50 years, performance of AI systems has been doubling every six months for the last decade. We’re calling this disruptive next-generation segment Generative CRM, which we believe is apropos and descriptive of the value proposition these avant-garde platforms seek to deliver. Generative AI has rapidly become the most pervasive buzz word in Silicon Valley, and for good reason, as it pushes technology beyond observation, analysis, and insight, to creation for the first time. Early applications of Generative AI are primarily focused primarily on creating data and content in the form of bespoke text, vibrant imagery, dynamic audio/video, and even software code itself. Generative CRM vendors are similarly focused on creation, but instead of data, these businesses are creating revenue opportunities. - 18 -