WEBVTT

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I’ve

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been

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working

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with

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one

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of

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my

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companies

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that’s

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been

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in

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the

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B2C

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business

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for

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16

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years

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Despite

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their

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experience

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they

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faced

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a

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challenge

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many

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established

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B2C

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companies

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encounter

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maintaining

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fast

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and

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consistent

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support

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while

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operating

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in

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a

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market

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with

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fierce

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competition

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and

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tight

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margins

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Add

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in

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the

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complexity

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of

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supporting

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customers

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in

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multiple

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languages

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both

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Estonian

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and

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English

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and

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you’ve

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got

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a

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genuine

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business

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problem

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that

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needed

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solving

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When

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AI

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capabilities

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started

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showing

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real

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practical

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value

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beyond

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the

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hype

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I

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saw

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an

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opportunity

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to

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address

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this

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longstanding

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pain

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point

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Diagnosing

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the

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Problem

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We

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started

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by

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analyzing

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three

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years

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of

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support

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ticket

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history

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This

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wasn’t

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a

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casual

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review

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we

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methodically

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categorized

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the

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types

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of

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problems

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clients

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reported

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and

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mapped

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out

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how

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the

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support

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team

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typically

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resolved

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these

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issues

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The

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findings

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were

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eye

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opening

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About

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92

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of

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tickets

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fell

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into

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predictable

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patterns

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with

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consistent

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resolution

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approaches

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This

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wasn’t

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just

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interesting

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data

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it

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was

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validation

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that

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an

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AI

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solution

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could

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potentially

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handle

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the

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vast

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majority

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of

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support

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inquiries

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if

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designed

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correctly

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Rethinking

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the

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Support

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Model

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Rather

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than

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just

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adding

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AI

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to

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the

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existing

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workflow

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we

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decided

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to

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reimagine

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the

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entire

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support

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structure

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The

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AI

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agent

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would

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become

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first

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line

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support

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with

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the

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human

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team

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evolving

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into

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a

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senior

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support

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unit

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handling

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more

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complex

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cases

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This

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wasn’t

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about

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replacing

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people

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it

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was

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about

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focusing

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human

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attention

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where

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it

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adds

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the

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most

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value

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The

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existing

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team

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members

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could

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concentrate

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on

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challenging

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problems

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requiring

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judgment

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and

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creativity

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while

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the

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routine

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issues

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could

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be

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handled

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consistently

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by

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the

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AI

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Building

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the

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Solution

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The

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core

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of

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our

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solution

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was

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a

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framework

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application

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to

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support

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and

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operate

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the

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AI

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agent

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This

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framework

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handles

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all

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the

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technical

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processes

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communication

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between

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systems

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and

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monitoring

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of

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the

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AI’s

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work

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It’s

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what

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enables

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the

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agent

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to

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access

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necessary

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systems

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while

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maintaining

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security

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boundaries

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When

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a

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ticket

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arrives

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the

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system

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Identifies

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if

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we

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recognize

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the

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client

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Analyzes

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and

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classifies

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the

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ticket

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Determines

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if

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it

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needs

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a

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response

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Passes

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this

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analysis

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to

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the

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AI

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agent

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with

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tools

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to

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investigate

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and

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take

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actions

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Quality

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Control

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by

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Design

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Having

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experienced

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my

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fair

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share

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of

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frustrating

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automated

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support

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interactions

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I

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was

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determined

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not

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to

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create

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another

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system

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that

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left

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customers

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feeling

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stranded

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or

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misunderstood

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We

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built

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multiple

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validation

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checkpoints

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into

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the

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process

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The

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AI

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agent

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investigates

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and

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proposes

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a

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solution

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A

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validator

00:03:05.686 --> 00:03:06.028
checks

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if

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the

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agent

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actually

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addressed

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the

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problem

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with

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accurate

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information

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If

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needed

00:03:11.387 --> 00:03:11.447
the

00:03:11.500 --> 00:03:11.924
solution

00:03:11.972 --> 00:03:12.164
goes

00:03:12.212 --> 00:03:12.404
back

00:03:12.457 --> 00:03:12.563
to

00:03:12.583 --> 00:03:12.643
the

00:03:12.709 --> 00:03:13.039
agent

00:03:13.087 --> 00:03:13.279
with

00:03:13.359 --> 00:03:13.759
notes

00:03:13.919 --> 00:03:14.559
Once

00:03:14.615 --> 00:03:15.119
validated

00:03:15.559 --> 00:03:15.599
a

00:03:15.663 --> 00:03:16.239
responder

00:03:16.319 --> 00:03:16.799
crafts

00:03:16.819 --> 00:03:16.879
the

00:03:16.945 --> 00:03:17.275
final

00:03:17.381 --> 00:03:17.911
reply

00:03:17.937 --> 00:03:17.989
in

00:03:18.009 --> 00:03:18.069
the

00:03:18.126 --> 00:03:18.548
client’s

00:03:18.601 --> 00:03:19.025
language

00:03:19.165 --> 00:03:19.585
and

00:03:19.605 --> 00:03:19.665
the

00:03:19.715 --> 00:03:20.145
company’s

00:03:20.241 --> 00:03:20.625
tone

00:03:20.865 --> 00:03:21.585
The

00:03:21.642 --> 00:03:21.984
system

00:03:22.048 --> 00:03:22.304
also

00:03:22.375 --> 00:03:22.943
includes

00:03:23.009 --> 00:03:23.339
clear

00:03:23.404 --> 00:03:24.054
escalation

00:03:24.147 --> 00:03:24.612
paths

00:03:24.652 --> 00:03:24.772
for

00:03:24.852 --> 00:03:25.332
issues

00:03:25.352 --> 00:03:25.412
the

00:03:25.545 --> 00:03:25.811
AI

00:03:25.891 --> 00:03:26.211
can’t

00:03:26.302 --> 00:03:26.848
handle

00:03:26.988 --> 00:03:27.408
due

00:03:27.488 --> 00:03:27.648
to

00:03:27.709 --> 00:03:28.441
insufficient

00:03:28.494 --> 00:03:29.077
information

00:03:29.237 --> 00:03:29.557
or

00:03:29.622 --> 00:03:30.272
complexity

00:03:30.632 --> 00:03:31.232
For

00:03:31.299 --> 00:03:32.103
transparency

00:03:32.551 --> 00:03:32.743
each

00:03:32.929 --> 00:03:33.301
AI

00:03:33.365 --> 00:03:33.941
generated

00:03:34.003 --> 00:03:34.499
response

00:03:34.596 --> 00:03:35.372
includes

00:03:35.512 --> 00:03:35.652
a

00:03:35.683 --> 00:03:35.931
footnote

00:03:36.004 --> 00:03:36.807
identifying

00:03:36.833 --> 00:03:36.885
it

00:03:37.018 --> 00:03:37.284
as

00:03:37.497 --> 00:03:37.923
AI

00:03:37.983 --> 00:03:38.563
assisted

00:03:39.189 --> 00:03:39.519
along

00:03:39.551 --> 00:03:39.679
with

00:03:39.732 --> 00:03:39.838
an

00:03:39.902 --> 00:03:40.158
easy

00:03:40.229 --> 00:03:40.797
feedback

00:03:40.861 --> 00:03:41.437
mechanism

00:03:41.725 --> 00:03:42.557
This

00:03:42.597 --> 00:03:42.797
helps

00:03:42.850 --> 00:03:42.956
us

00:03:43.022 --> 00:03:43.352
catch

00:03:43.392 --> 00:03:43.512
and

00:03:43.562 --> 00:03:43.912
address

00:03:43.992 --> 00:03:44.232
any

00:03:44.285 --> 00:03:44.709
problems

00:03:44.769 --> 00:03:45.189
quickly

00:03:45.303 --> 00:03:45.987
before

00:03:46.019 --> 00:03:46.147
they

00:03:46.204 --> 00:03:46.546
become

00:03:46.617 --> 00:03:47.185
patterns

00:03:47.525 --> 00:03:48.305
The

00:03:48.419 --> 00:03:49.103
Impact

00:03:49.283 --> 00:03:49.823
The

00:03:49.887 --> 00:03:50.783
transformation

00:03:50.823 --> 00:03:50.943
has

00:03:50.991 --> 00:03:51.183
been

00:03:51.249 --> 00:03:51.975
significant

00:03:52.275 --> 00:03:52.935
The

00:03:52.985 --> 00:03:53.335
company

00:03:53.395 --> 00:03:53.575
now

00:03:53.628 --> 00:03:54.052
delivers

00:03:54.110 --> 00:03:54.690
consistent

00:03:54.996 --> 00:03:55.326
rapid

00:03:55.396 --> 00:03:55.886
support

00:03:55.966 --> 00:03:56.126
at

00:03:56.206 --> 00:03:56.606
scale

00:03:56.866 --> 00:03:57.406
And

00:03:57.426 --> 00:03:57.486
the

00:03:57.552 --> 00:03:57.882
human

00:03:57.962 --> 00:03:58.282
team

00:03:58.352 --> 00:03:58.842
focuses

00:03:58.895 --> 00:03:59.001
on

00:03:59.101 --> 00:03:59.801
complex

00:04:00.087 --> 00:04:00.593
interesting

00:04:00.690 --> 00:04:01.466
problems

00:04:01.526 --> 00:04:01.946
instead

00:04:01.972 --> 00:04:02.024
of

00:04:02.082 --> 00:04:02.662
repetitive

00:04:02.782 --> 00:04:03.382
tasks

00:04:03.595 --> 00:04:04.659
Customer

00:04:04.726 --> 00:04:05.530
satisfaction

00:04:05.570 --> 00:04:05.690
has

00:04:05.761 --> 00:04:06.329
improved

00:04:06.419 --> 00:04:07.049
because

00:04:07.094 --> 00:04:07.364
simple

00:04:07.444 --> 00:04:07.924
issues

00:04:07.964 --> 00:04:08.084
get

00:04:08.146 --> 00:04:08.642
resolved

00:04:08.712 --> 00:04:09.202
quickly

00:04:09.742 --> 00:04:09.922
and

00:04:09.992 --> 00:04:10.482
complex

00:04:10.550 --> 00:04:10.958
issues

00:04:11.028 --> 00:04:11.518
receive

00:04:11.582 --> 00:04:11.838
more

00:04:11.894 --> 00:04:12.398
dedicated

00:04:12.464 --> 00:04:12.794
human

00:04:12.850 --> 00:04:13.354
attention

00:04:13.674 --> 00:04:14.314
What

00:04:14.394 --> 00:04:14.474
I

00:04:14.504 --> 00:04:14.714
learned

00:04:14.744 --> 00:04:14.954
through

00:04:14.986 --> 00:04:15.114
this

00:04:15.214 --> 00:04:15.914
process

00:04:15.967 --> 00:04:16.073
is

00:04:16.105 --> 00:04:16.233
that

00:04:16.297 --> 00:04:16.873
effective

00:04:17.059 --> 00:04:17.431
AI

00:04:17.489 --> 00:04:18.301
implementation

00:04:18.501 --> 00:04:19.301
isn’t

00:04:19.334 --> 00:04:19.499
about

00:04:19.564 --> 00:04:20.214
technology

00:04:20.294 --> 00:04:20.694
alone

00:04:21.467 --> 00:04:21.733
it’s

00:04:21.759 --> 00:04:21.889
about

00:04:21.947 --> 00:04:22.527
thoughtful

00:04:22.595 --> 00:04:23.003
system

00:04:23.083 --> 00:04:23.563
design

00:04:23.675 --> 00:04:24.123
with

00:04:24.143 --> 00:04:24.203
the

00:04:24.256 --> 00:04:24.521
right

00:04:24.601 --> 00:04:25.081
checks

00:04:25.141 --> 00:04:25.321
and

00:04:25.409 --> 00:04:26.113
balances

00:04:26.913 --> 00:04:27.313
By

00:04:27.381 --> 00:04:27.789
deeply

00:04:27.840 --> 00:04:28.503
understanding

00:04:28.523 --> 00:04:28.583
the

00:04:28.645 --> 00:04:29.141
specific

00:04:29.213 --> 00:04:29.933
challenges

00:04:30.073 --> 00:04:30.493
and

00:04:30.546 --> 00:04:30.970
building

00:04:31.030 --> 00:04:31.690
appropriate

00:04:31.756 --> 00:04:32.486
guardrails

00:04:33.152 --> 00:04:33.282
we’ve

00:04:33.342 --> 00:04:33.762
created

00:04:33.802 --> 00:04:33.842
a

00:04:33.913 --> 00:04:34.481
solution

00:04:34.545 --> 00:04:34.801
that

00:04:34.845 --> 00:04:35.197
delivers

00:04:35.277 --> 00:04:35.597
real

00:04:35.668 --> 00:04:36.236
business

00:04:36.302 --> 00:04:36.632
value

00:04:36.712 --> 00:04:37.112
today

00:04:37.392 --> 00:04:37.992
The

00:04:38.056 --> 00:04:38.312
most

00:04:38.377 --> 00:04:39.027
satisfying

00:04:39.107 --> 00:04:39.427
part

00:04:40.112 --> 00:04:40.622
Seeing

00:04:40.702 --> 00:04:40.782
a

00:04:40.862 --> 00:04:41.262
16

00:04:41.294 --> 00:04:41.422
year

00:04:41.482 --> 00:04:41.662
old

00:04:41.726 --> 00:04:41.982
pain

00:04:42.048 --> 00:04:42.378
point

00:04:42.438 --> 00:04:42.858
finally

00:04:42.929 --> 00:04:43.497
resolved

00:04:43.567 --> 00:04:44.057
through

00:04:44.097 --> 00:04:44.137
a

00:04:44.180 --> 00:04:44.610
thoughtful

00:04:44.670 --> 00:04:45.330
combination

00:04:45.383 --> 00:04:45.489
of

00:04:45.542 --> 00:04:45.807
human

00:04:45.877 --> 00:04:46.367
insight

00:04:46.527 --> 00:04:47.007
and

00:04:47.193 --> 00:04:47.565
AI

00:04:47.638 --> 00:04:48.514
capabilities