In business, it pays to live in the real world.

It's the difference between knowing what people think.

And what's AI?

With YouGov brand tracking, you can track perception of your brand with the most accurate data.

And always from real people.

Never bots.

What does it take to understand your brand's reality?

It takes UGov brand tracking.

Find out more at yougov.com slash brand tracking.

This episode of the story is brought to you by PWC,

who are experts in helping businesses get to grips with

emerging technologies, such as Gen AI.

PWC's research shows that around 40% of business decision makers say integrating Gen AI with

their existing systems and processes is proving to be an obstacle.

But here's where the incredible team at PWC come in.

They've empowered more than 5,000 technologists within their firm to solve clients' business challenges.

They were recently named the Microsoft Partner of the Year award winner

for Building with AI,

and they were named a leader in the IDC MarketScape Worldwide Cloud Professional Services 2024 vendor assessment.

PWC has strong alliances with many leading technology companies, which combined with their own

in-depth industry understanding, tech skills and

capabilities, enables clients to use emerging technology responsibly and securely to solve their

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