The Most Innovative Prompt Engineering Company
The quality of prompt affects what you can achieve with various language models such as GPTs. Keytalk is an advanced prompt engineering solution built for AI transformation.


Transform Your Business with Semantic AI Prompts

AI Prompt Generator

Semantic Search

AI Recommendation

AI Monetization
Innovative, Non-binary Prompt
Keytalk is a context-aware form of natural language prompts designed to accelerate AI transformation for large-scale business operations. Use Keytalk Prompts to enhance Generative AI applications throughout your business operations and automate resource-heavy tasks.
Connect Keytalk Prompts with your product or content database to enhance product search, recommendation, and discovery.

GPT-friendly Semantic AIOps to Maximize Efficiency
Our AI Transformation Suite delivers seamless AI operation across data management, model implementation, visualization, and updates. Process any machine data and unlock the power of automated operations.


Accelerate your time-to-market with our semantic AI prompts and service automation suite. Lead your industry with AI driven data transformation.
We Know Data & Machine Learning
Keytalk AI was founded in 2014 by a team of seasoned data scientists, engineers, and consultants with mission to make better business use of data and AI.
Our Team

We Use Proven Technology
Keytalk AI has a strong IP portfolio for AI technology, with 34 patents and 89 patent applications across the world.
Our PatentsTrusted by Leading Brands Worldwide
News & Press

Keytalk AI's innovative Prompt Engineering Unleashes Generative AI's Potential, Disrupting Industry Titans | TechCrunch
Is the reign of Apple and Google’s duopoly coming to an end? The rise of the ChatGPT Plugin Store suggests a new era is on the horizon, reshaping all service sectors. With plugins, ChatGPT has overcome its limitation of accessing the live internet, opening doors to a new digital goldmine. The plugins can be truly […] Est. reading time

Mycelebs Earns #1 Best-Rated Product of the Month on Product Hunt for the launch of innovative Movie Deep Search
Movie Deep Search attracts over 480 positive reviews from tech and movie enthusiasts for its innovative natural language-based search system, landing #1 best-rated product in February 2023 on Product Hunt

A new beauty discovery app helps influencers match their cosmetics and skin care needs with the latest trends
Glamai is a beauty discovery app designed to help beauty influencers discover the latest and newest products based on their unique needs and tastes to find the best match.

STARTUP STAGE: STAYPIA USES AI TO GIVE TRAVELERS MAXIMUM DISCOUNT ON HOTELS
Staypia.com members can book hotels at lower-than-the-lowest market price available on major hotel booking sites. Membership is free and there’s absolutely no strings attached.

Staypia disrupts the hotel booking market with ‘Lower than the Lowest Price’ powered by AI and Data Processing Solutions
Seoul, South Korea - South Korea-based leading AI solution startup Mycelebs is delivering ‘lower than the lowest price’ through its fully automated hotel discovery and booking service Staypia.

An AI Service Empowers Users By Democratizing Movie Awards
Maimovie, an AI-driven movie search and recommendation service, was created to give the power of definition back to the people. The service provides over 6,000 people-powered awards that...

AI Technology Uncovers the Real Winners of 2020 Beauty Awards
The People’s Beauty Taste Awards announced the winners for 20 categories, reflecting the biggest beauty trends in 2020 such as ‘mask-friendly,’ ‘social media’ and ‘natural self-care.’

Amazon Web Services Selects MyCelebs as Global Best Case
MyCelebs, an AI Startup, was introduced on AWS website as a global best case as a result of conjoining AI solution MyCelebs AI Transformation Suite (MATS) with Amazon SageMaker.

AI Application Startup mycelebs Develops Revolutionary Taste-based AI Voice Service Powered by Its Keytalk Technology Surpassing Old Keyword-based Approaches
Korean AI application startup, is making waves for releasing ‘Malhae’, a new voice-based service that brings a new approach to the smart speaker and virtual assistant market.


Keytalk AI's innovative Prompt Engineering Unleashes Generative AI's Potential, Disrupting Industry Titans | TechCrunch
Is the reign of Apple and Google’s duopoly coming to an end? The rise of the ChatGPT Plugin Store suggests a new era is on the horizon, reshaping all service sectors. With plugins, ChatGPT has overcome its limitation of accessing the live internet, opening doors to a new digital goldmine. The plugins can be truly […] Est. reading time

Mycelebs Earns #1 Best-Rated Product of the Month on Product Hunt for the launch of innovative Movie Deep Search
Movie Deep Search attracts over 480 positive reviews from tech and movie enthusiasts for its innovative natural language-based search system, landing #1 best-rated product in February 2023 on Product Hunt

A new beauty discovery app helps influencers match their cosmetics and skin care needs with the latest trends
Glamai is a beauty discovery app designed to help beauty influencers discover the latest and newest products based on their unique needs and tastes to find the best match.

STARTUP STAGE: STAYPIA USES AI TO GIVE TRAVELERS MAXIMUM DISCOUNT ON HOTELS
Staypia.com members can book hotels at lower-than-the-lowest market price available on major hotel booking sites. Membership is free and there’s absolutely no strings attached.

Staypia disrupts the hotel booking market with ‘Lower than the Lowest Price’ powered by AI and Data Processing Solutions
Seoul, South Korea - South Korea-based leading AI solution startup Mycelebs is delivering ‘lower than the lowest price’ through its fully automated hotel discovery and booking service Staypia.

An AI Service Empowers Users By Democratizing Movie Awards
Maimovie, an AI-driven movie search and recommendation service, was created to give the power of definition back to the people. The service provides over 6,000 people-powered awards that...

AI Technology Uncovers the Real Winners of 2020 Beauty Awards
The People’s Beauty Taste Awards announced the winners for 20 categories, reflecting the biggest beauty trends in 2020 such as ‘mask-friendly,’ ‘social media’ and ‘natural self-care.’

Amazon Web Services Selects MyCelebs as Global Best Case
MyCelebs, an AI Startup, was introduced on AWS website as a global best case as a result of conjoining AI solution MyCelebs AI Transformation Suite (MATS) with Amazon SageMaker.

AI Application Startup mycelebs Develops Revolutionary Taste-based AI Voice Service Powered by Its Keytalk Technology Surpassing Old Keyword-based Approaches
Korean AI application startup, is making waves for releasing ‘Malhae’, a new voice-based service that brings a new approach to the smart speaker and virtual assistant market.


Keytalk AI is teaming up with Megazone Cloud to promote better GenAI use in consumer industries
We are thrilled to share some exciting news with you today. We are teaming up with Korea’s largest cloud MSP (managed service provider), Megazone Cloud, to propel our business to new heights. This partnership is a significant milestone for us, as it enables us to expand our sales presence in the Asia Pacific region and attract new customers in Korea. This year, the business landscape has been revolutionized by AI-powered technologies like ChatGPT. Megazone Cloud understands the need to stay ahead of the competition and meet the growing demand for AI applications. That’s why they have teamed up with Keytalk AI to offer customers worldwide a streamlined prompt engineering and AI-powered automation solution that improves marketing operations and maximizes the efficiency of their AI-based services. Our AIOps engine (which we call Keytalk AI Transformation Suite, or KATS) enables us to analyze existing data and generate prompts that are perfectly aligned with consumer preferences — eliminating the need for manual data collection, preprocessing, and analysis. This sophisticated approach transcends the limitations of chat-based AI systems, empowering users to easily discover the products or services that best meet their requirements via natural language inputs. Read our recent article on TechCrunch for more detail: Keytalk AI's innovative Prompt Engineering Unleashes Generative AI's Potential, Disrupting Industry Titans | TechCrunch Megazone Cloud’s excellent reputation in the market makes them an ideal partner for us. With their top-notch cloud business customer network and our expertise in prompt engineering and AIOps, we are an unstoppable team. Our ultimate goal is to demonstrate how advanced prompt engineering and AI automation can foster growth in red ocean industries such as the movie, beauty, and travel sectors. With the support of Megazone Cloud, we are confident that we can accomplish this goal. We are excited to make a lasting impression in the Asia Pacific region and beyond. At Keytalk AI, we take pride in innovative solutions that help push the boundaries of new digital user experiences for the AI era. Thanks to Megazone Cloud’s robust cloud MSP network, we can now ramp up our sales efforts and meet the growing AI demands in Korea and beyond. We are grateful for the support of our incredible clients and partners. This is an exciting time for us, and we are thrilled to shape the future of AI with Megazone Cloud across the Asia Pacific region. Follow us on LinkedIn and Medium for more stories to come. Visit our website at www.keytalkai.com to learn about our solutions. Keytalk AI is teaming up with Megazone Cloud to promote better GenAI use in consumer industries was originally published in AI Keytalk Blog on Medium, where people are continuing the conversation by highlighting and responding to this story.
Feeling stuck at work? Try these 5 simple ChatGPT prompts to get unstuck.
Work can be challenging sometimes, and it’s normal to feel stuck or unsure about how to move forward. Whether you’re facing a difficult problem, struggling with motivation, or feeling overwhelmed by your workload, it’s important to take a step back and reassess your approach. Thankfully, now we have the caring language model, ChatGPT, to hold our hands and guide us through this challenging time. But not everyone has figured out how to talk to the GPT quite yet, so I’ve compiled *yet another& list of 10 ChatGPT prompts that will help you navigate your work challenges with confidence and creativity. It won’t remove all your pains and sorrows. But at the very least, you’ll have a clue about what you’re supposed to be doing today. And that may be all we need to know to get unstuck. So let’s get to it! Prompt #1. Try asking GPT, “What are three potential solutions to the problem I’m facing right now?” Why? This can help you break through mental blocks and find new ideas. By forcing yourself to develop multiple potential solutions, you expand your thinking and increase your chances of finding an effective approach. For example, if you’re struggling to meet a deadline for a project, brainstorming three potential solutions can help you evaluate different options and choose the most feasible one. You might realize that working overtime is not sustainable but that delegating some tasks to a colleague or asking for an extension are more realistic alternatives. By considering multiple solutions, you can make a more informed decision and feel more confident in your approach. There. If you don’t like the three solutions, you can always hit the ‘generate response’ button to get another set of solutions. Sure, ChatGPT isn’t a marketing guru, but he’s a helpful assistant when you need another brain to pick. I work remotely, so it’s extremely convenient that I have my sidekick ready to go whenever I need it. Prompt #2. Try asking GPT, “What is the root cause of the issue, and how can I address it?” Why? This will help you get to the heart of the problem. By identifying the root cause, you can address the underlying issue instead of just treating the symptoms. For instance, if you’re struggling to meet your deadlines, you might discover that poor time management is the root cause. By addressing this root cause, you can create a schedule or set reminders to help you stay focused and organized, rather than just working longer hours to catch up. This prompt encourages you to take a step back and analyze the situation more deeply, which can lead to more effective solutions in the long run. For this prompt, I continued from the first one. The evaluation states the obvious, but you can follow up with more prompts. So I gave it a try. I said, “I’m getting a lot of impressions on my best advertising asset but not enough clicks to make it worth the budget. Any idea why people are not clicking on the link?” Again, not bad. It’s a bit repetitive, but I wouldn’t have thought to check the landing page speed because it’s usually not my job. Well done, ChatGPT! Prompt #3. Try asking GPT, “What are some relevant examples of similar problems, and how were they solved?” Why? This can be a valuable way to draw on your past experiences and use them to solve current problems. By reflecting on past situations, you can identify patterns, recognize what worked well and what didn’t, and apply these lessons to your current situation. For instance, if you’re struggling to communicate with a difficult coworker, you might reflect on similar situations in the past where you successfully resolved conflicts. You could then apply those same techniques, such as active listening and open-mindedness, to help you navigate the current situation more effectively. This prompt encourages you to use your past experiences as a resource and draw on your own strengths and abilities to find solutions. But for now, I followed up on my second prompt to see how my AI sidekick’s ability to ‘go on’. Just to remind you — I asked, “What are some relevant examples of similar problems, and how were they solved?” Actual case studies! I’m impressed!! With that said, I’d be extremely cautious and not trust these case studies to be 100% true and factual. Because my friend ChatGPT has a history of bluffing. But I do recognize the Dropbox case study, so… way to go! I feel like I’m actually close to getting unstuck here. Prompt #4. Try asking GPT, “What are the pros and cons of each potential solution, and which one is the most feasible?” Why? This is a useful way to evaluate different options and make informed decisions. By weighing the advantages and disadvantages of each potential solution, you can identify the benefits and drawbacks of each and determine which option is the most practical and feasible. For example, if you’re considering two potential projects to pursue, you might evaluate the pros and cons of each, such as the amount of resources required, the potential impact on your team’s goals, and the likelihood of success. By analyzing each option, you can make a more informed decision and choose the project that is most aligned with your team’s resources and objectives. This prompt encourages you to think critically and weigh different options before making a decision, which can lead to better outcomes in the long run. Here, I continued on from my previous conversation. And when I got the results, I asked ChatGPT to put them into a table chart: One thing to note is that as you carry on, ChatGPT starts to get a little confused — it doesn’t always remember our previous conversations correctly. But it will carry on very confidently, so it’s important that you always check. This actually makes sense because if you were indeed having a discussion with your coworker, you’d listen to what they say and correct them if they mix up some of the details, right? Prompt #5. Try asking GPT, “What are some alternative approaches or perspectives that I haven’t considered yet?” Why? This is a useful way to break out of your usual thinking patterns and explore new ideas. By seeking out alternative perspectives, you can gain fresh insights and develop unique solutions to problems. For example, if you’re stuck on a design problem, you might ask ChatGPT for alternative approaches or look to unrelated fields or industries for inspiration. By exploring different perspectives, you might gain insights that you wouldn’t have considered otherwise and apply them to your own work. This prompt encourages you to think creatively and consider new possibilities, which can lead to more innovative and effective solutions. Now let me go back to the previous conversation. Okay, I feel like we’re starting to drift away from the main point now, but still — it was worth checking just in case. You could actually combine some of these alternative ideas to build yourself a plan B. ChatGPT can give you a helping hand, but you’ve gotta pick yourself back up. I played around a bit more with new prompts and noticed that we kept going back and forth, and nothing ‘new’ came out of it anymore. So I decided to wrap up the conversation and get more specific about my request. ChatGPT isn’t a magic wand, but it’s a useful tool to toss some ideas with to get yourself unstuck. Personally, I feel it helps me stop falling down the rabbit hole of “I don’t know what went wrong and how I’m supposed to get out of this” on my bad days — and I hope this little guide will help you too! Keytalk AI is the most innovative prompt engineering company. Our semantic AIOps generate leverage industry-specific prompts mined from the words of consumers, helping you make better use of Generative AI tools at work. Check out Keytalk AI Prompt Trends for movie, beauty, travel, and many more at https://www.prompt-trends.com/ Feeling stuck at work? Try these 5 simple ChatGPT prompts to get unstuck. was originally published in AI Keytalk Blog on Medium, where people are continuing the conversation by highlighting and responding to this story.
AI-Powere Merchandising for Better Product Discovery
AI Merchandising for Better Product Discovery Learn how AI-based merchandising can drive sales and retention by optimizing product discovery. Explore product design and discovery tips to boost your business. Building successful products that meet business goals requires understanding and solving real user problems. One way to achieve this is by utilizing artificial intelligence (AI) to power your product design and delivery. AI-powered merchandising is a technique that leverages machine learning to optimize product discovery, drive sales, and improve customer experience. In this article, we’ll explore what AI-based merchandising is, its benefits, and how to incorporate it into your product roadmap. We’ll answer specific questions like: What is AI-based merchandising? What are the benefits of AI-based merchandising? How to incorporate AI-based merchandising into your product roadmap What is AI-based merchandising? AI-based merchandising refers to the use of machine learning algorithms to improve product discovery, recommendations, and personalization. By analyzing customer data, including purchase history, browsing behavior, and real-time interactions, AI-powered merchandising can generate highly personalized recommendations and content. This technique can help retailers optimize their online stores and enhance customer experience. AI-based merchandising can also help businesses reduce their pain points by automating repetitive tasks such as categorizing and tagging products, managing inventory, and pricing. What are the benefits of AI-based merchandising? AI-based merchandising can drive sales and improve retention by providing real-time recommendations to customers. It can also help retailers increase the visibility of their products and provide a personalized customer experience. Here are some of the key benefits of AI-powered merchandising: Personalization: AI-powered merchandising can provide highly personalized product recommendations based on real-time customer data. This can help retailers increase the relevance of their products to individual customers and drive sales. Real-time recommendations: AI-powered merchandising can provide real-time recommendations to customers, which can increase the likelihood of a purchase. By analyzing browsing behavior and purchase history, retailers can provide personalized recommendations that are relevant to customers’ interests and preferences. Improved customer experience: AI-powered merchandising can improve the overall customer experience by providing relevant and personalized content. This can increase customer satisfaction, loyalty, and retention. Reduced operational costs: By automating tasks such as categorizing and tagging products, managing inventory, and pricing, retailers can reduce operational costs and increase efficiency. How to incorporate AI-based merchandising into your product roadmap Incorporating AI-based merchandising into your product roadmap requires a solid understanding of your business goals, real user problems, and customer feedback. AI Keytalk helps your operations team streamline this process and automate the most resource-heavy aspects of the merchandising system. Here’s how: AI Keytalk collects what people are saying about your products online and processes it into context-rich product rankings. These rankings can be integrated into your search, recommendation, and personal curation systems to improve your user experience. The semantic nature of AI Keytalk allows you to configure its algorithms to suit your specific business goals. This ensures every brand can create product rankings and curations unique to their own and optimized to serve their customer niche best. AI Keytalk’s natural language-based product rankings are a great source of your merchandising strategy. It gives your customers a clearer idea about the product they want to buy without having to research online reviews themselves. AI Keytalk is a recommendation AI that specializes in collecting unstructured data from various sources and processing them into practical data outputs, such as product rankings. You can integrate it with various generative AI tools like ChatGPT to automate content creation. The semantic nature of the AI Keytalk system means that you can configure its algorithms to suit your brand’s specific business needs. Conclusion AI-based merchandising is a powerful technique that can help retailers optimize their online stores and improve customer experience. By providing highly personalized recommendations, real-time content, and reducing operational costs, AI-powered merchandising can drive sales and improve retention. Incorporating AI-based merchandising into your product roadmap requires a solid understanding of your business goals, real user problems, and customer feedback. Integrating the AI Keytalk system into your merchandising process allows your team to automate resource-heavy tasks and optimize your merchandising to serve your specific niche customers best. AI-based merchandising can help businesses achieve their goals by providing personalized recommendations, real-time content, and improving customer experience. Incorporate AI-powered merchandising into your product roadmap to build successful products that meet real user needs and drive business results. Visit our website to find out more about our AIOps and merchandising solutions. AI-Powere Merchandising for Better Product Discovery was originally published in AI Keytalk Blog on Medium, where people are continuing the conversation by highlighting and responding to this story.
Reasons Movie Deep Search became a hit on Product Hunt
Mycelebs recently launched a product on Product Hunt by the name “Movie Deep Search by AI Keytalk” and as of March 2023, it was the Best Rated Product of February. Searching Deep to get the Insights you want Deep Search go beyond simple categorization to make search and recommendations results suitable to your personal tastes. By filtering through themes, occasions, plots, characters, lighting, sound, and even emotional responses — Deep Search ensures searching for movies can be done the way you want it. It fixes the prevailing problem of repetitive movies with unoriginal stories in the movie industry— which can be seen as the result of popularity bias. By allowing viewers to find what they truly want and take control of their power as a consumer, we can create a world where all genres and themes are respected, resulting in a more plentiful and lively industry where talent becomes the key to true success. We still have many more updates waiting to happen, (including the latest launch of our Maimovie on PH) but I wanted to take some time and recap the whole process. What is Product Hunt? Product Hunt is a web platform designed to showcase and discover new products, tools, and services. It was a chance for the team to share our product, but also discuss our technology with other enthusiasts and users in the community. Product Hunt has a positive community atmosphere that allows its users to upvote, discuss, and share new ideas. Which is why we selected it to launch our new product — in order to get as much feedback as possible. The Importance of Our Launch Mycelebs has a pretty long experience with data science and AI. Even before the launch of ChatGPT and the great AI boom, we worked with the goal of making AI and social data easy and accessible for all people. With this launching of Deep Search on Product Hunt, we aimed to do the following: Increased VisibilityOne of the main goals of this launch was to gain the attention of a wider audience. We wanted our AI technology to be visible to curious, potential users so that we can get as much feedback and reviews as possible. CredibilityThe second reason to launch our product on Product Hunt was to create a sense of credibility. As a company that specializes in building AI services, we wanted to demonstrate the things that our technology can do. We wanted to show people that our AI was safe, useful, and innovative. MomentumAnother was momentum. For a long time, AI was always a sector that gained interest — but with the introduction of so many popular generative AI models, this year just hit different. We wanted to show people that AI could be used in more practical places. With the market more open to embracing artificial intelligence, we used that momentum to bring into light to Deep Search. DifferentiationAs mentioned above, we wanted to use the momentum of GPT models to introduce our products and technology. But on the other hand, we also wanted to show people that we are different. One of the things that make recommendation AI different from generative models is that they are based on real, open-source data. This means unlike Chat GPT, our AI gives relevant, useful, and actual fact-based answers to specific, personal problems like “what is a romantic, tear-jerking movie I can watch with my boyfriend?” RevolutionizeLast but definitely not least, we wanted to revolutionize the way people search for and get personalized suggestions. Mycelebs believes that AI should be interesting, fun, and applicable to everyday life. Deep Search answers the questions that we want to know most — and instead of using prior methods of skimming through countless reviews, you can get the most important points of any movie with a simple search query. Ryan Hoover upvoted our product!Dos and Don’ts of Product Hunt Launch With our chosen medium and goals, we continued to create assets of the launch in preparation for launch day. Within a few hours of our update, the founder of Product Hunt Ryan Hoover himself upvoted our product. These are some of the tips that worked (or didn’t work) in our favor of our launch. DO: Leverage social media and personal networks In order for us to make it onto the top ranks, we needed to find as much support as we can. Thanks to our makers at the office, we were able to earn a minimum of 50 votes (counting our spouses, family, and friends.) We also reached out to our followers on diverse channels, asking them for their support. DON’T: Send links on all channels at once to create “Mass upvotes” What we did not know was that in order for their votes to count on Product Hunt, they need to be active in the community before the launch. Also, the supporters and groups should be sent links over a long period of time so that the Product Hunt algorithm doesn’t count it as “mass upvotes.” Little did we know that this could be the one thing that made our product’s upvotes a bit less effective than it actually should. Find followers beforehand and let your supporters know about the launch over a prolonged period of time. DO: Engaging with the PH community Engaging with the community was not only for the sake of our product, to be honest. After a while, I became interested in all the different ideas and makers on the website — which easily led me back onto the platform day after day. Now, I’ve started a series of articles that have short 2-minute reviews of products that I find on the website. By trying out new products and engaging in the community, we learn more about how others think, what they need, what they want — and more importantly what we can give them. Here are a few of the reviews I wrote on Medium:1. Image Upscaler2. Page Genie3. Kraftful And here are some community discussions made by our team:1. What is the best feature of your product?2. Tips for launching on a time crunch3. AMA for Maimovie DON’T: Ghost your supporters after your launch One of the main things in the Product Hunt community is that they are not shy to give you feedback, ask questions, and share the news. However, its important to reciprocate the help that you got during your launch no matter how busy. Our team had lots of help from different maker groups on the platform, which we returned the favor after a while when they launched on Product Hunt themselves. With a fresh set of eyes and a different point of view, it’s always better to keep communicating with different user groups to see what they have to say. DO: Use Comprehensive Strategies Our team also used other sources like Twitter, LinkedIn, and Medium to share the news with our followers and fans, and also tweaked the marketing messages to align with our launch: making it more simple and easy for the audience to understand. Each platform has its own style and manner. In this case we used short videos on Twitter, and more insightful, in-depth blog posts on LinkedIn. DON’T: Spam or Force People to Engage Having upvotes are great. But just as it says on Product Hunt, support is even better. If some of your connections are busy, unresponsive, or just not interested — it is best to leave them be. The engagement you get from active, curious followers will be much more helpful and constructive than just numbers on a screen. So Overall… With Deep Search, we were able to introduce our AI technology to the public, giving them a glimpse of how artificial intelligence can be used to create a better and more efficient way to solve day-to-day problems like channel surfing. The Product Hunt community was extremely warm and friendly, and our process leading up to the launch was nothing less than pure excitement. As we see it, recommendation AI will become one of the best, most pervasive forms of Artificial Intelligence. The best part? If reflects the way we think as both individuals and as collective groups. It relocates the power of of our ideas and knowledge so that it better aids our decision-making, both on a consumer level and a business level. If our technology was interesting, you can contact us at 📫business@mycelebs.com for more information, or visit our website here. Reasons Movie Deep Search became a hit on Product Hunt was originally published in AI Keytalk Blog on Medium, where people are continuing the conversation by highlighting and responding to this story.