Conversational products have made user intent far harder to measure, because a click on a tab told you what somebody wanted and a conversation does not.

used to be let's say in the Google world right I knew you were interested in shopping if you click the shopping tab I know you're interested in maps if you click the maps tab, we can measure clicks. Today, it's just all conversation. And so, it's actually harder for us to tease apart what is the user intent.