As the advancement of generative AI takes off, how might this inflection point in technology impact markets, companies, and investors alike? Equity Analyst and Head of U.S. Internet Research Brian Nowak and Head of the U.S. Software Research Team Keith Weiss discuss.----- Transcript -----Brian Nowak: Welcome to Thoughts on the Market. I'm Brian Nowak, Equity Analyst and Head of U.S. Internet Research for Morgan Stanley. Keith Weiss: And I'm Keith Weiss, Head of the U.S. Software Research Team. Brian Nowak: Today, we're at Morgan Stanley's annual Tech, Media, and Telecom conference in downtown San Francisco. We've been here most of the week talking with industry leaders and emerging companies across the spectrum, and the topic on everyone's mind is clearly A.I. So today, we're going to share some of what we're hearing and our views on the rise of artificial intelligence tools. It's Thursday, March 9th at 2 p.m. here on the West Coast. Brian Nowak: All week, Keith and I have been meeting with companies and speaking with new companies that are developing technologies in artificial intelligence. We've written research about how we think that artificial intelligence is reaching somewhat of an iPhone inflection moment with new people using new tools, and businesses starting to realize artificial intelligence is here to stay and can drive real change. Keith, talk to us about how we reached this moment of inflection and how do you think about some of the big picture changes across technology? Keith Weiss: Well, thank you for having me, Brian. So we've been talking about artificial intelligence for some time now. Software companies have been infusing their solutions with machine learning driven type algorithms that optimize outcomes for quite some time. But I do think the iPhone analogy is apt, for two reasons. One, what we're talking about today with generative AI is more foundational technologies. You can almost think about that as the operating system on the mobile phone like the iOS operating system. And what we've heard all week long is companies are really seeing opportunity to create new apps on top of that operating system, new use cases for this generative AI. The other reason why this is such an apt analogy is, like the iPhone, this is really capturing the imagination of not just technology executives, not just investors like you and I, but everyday people. This is something that our kids are coming home from high school and saying, "Hey, dad, look at what I'm able to do or with chatGPT, isn't this incredible?" So you have that marketing moment of everybody realizes that this new capability, this new powerful technology is really available to everybody. Keith Weiss: So, Brian, what do you think are going to be the impacts of this technology on the consumer internet companies that you cover? Brian Nowak: We expect significant change. There is approximately $6 trillion of U.S. consumer expenditure that we think is going to be addressed by change. We see changes across search. We see more personalized search, more complete search. We see increasing uses of chatbots that can drive more accurate, personalized and complete answers in a faster manner across all types of categories. Think about improved e-commerce search helping you find products you would like to buy faster. Think about travel itinerary AI chatbots that create entire travel itineraries for your family. We see the capability for social media to change, better rank ordering and algorithms that determine what paid and organic content to show people at each moment. We see new creator tools, generative AI is going to enable people to make not only static images but more video based images across the entire economy. So people will be able to express themselves in more ways across social media, which will drive more engagement and ultimately more monetization for those social media platforms. We see e-commerce companies being able to better match inventory to people. Long