Unlocking the Potential: A Deep Dive into the Benefits and Challenges of Integrating OpenAI in App Development

Unlocking the Potential: A Deep Dive into the Benefits and Challenges of Integrating OpenAI in App Development

As a seasoned app developer, I’ve always been fascinated by the rapid advancements in artificial intelligence (AI) and its potential to revolutionize the world of app development. One particular AI platform that has captured my attention is OpenAI, a leading research company that has made significant strides in pushing the boundaries of what’s possible with AI.

In this article, we’ll dive deep into the world of OpenAI and explore the pros and cons of integrating it into app development. We’ll uncover real-world examples of successful OpenAI integration, discuss the challenges and limitations, and examine the ethical considerations surrounding its use. Finally, we’ll provide you with valuable tips and resources to help you effectively leverage OpenAI in your app development projects.

Pros of Integrating OpenAI in App Development

Enhanced Natural Language Processing (NLP)

One of the standout features of OpenAI is its remarkable natural language processing (NLP) capabilities. By leveraging OpenAI’s language models, such as GPT-3, app developers can create chatbots, virtual assistants, and other conversational interfaces that can engage users in more natural and human-like dialogues. This can lead to improved user experience, increased user engagement, and better overall customer satisfaction.

Improved Content Generation

OpenAI’s language models can also be utilized for content generation, allowing app developers to create high-quality written content at scale. This can be particularly useful for developing personalized content, generating product descriptions, or even creating unique marketing materials. By tapping into OpenAI’s creative capabilities, app developers can save time and resources while delivering engaging and relevant content to their users.

Enhanced Predictive Capabilities

Another key advantage of integrating OpenAI in app development is its ability to enhance predictive capabilities. OpenAI’s models can be trained on vast amounts of data to make accurate predictions and forecasts, which can be valuable for a wide range of app use cases, such as demand forecasting, user behavior analysis, and personalized recommendations.

Increased Automation and Efficiency

By incorporating OpenAI’s AI-powered capabilities, app developers can automate various tasks and workflows, leading to increased efficiency and productivity. This can include automating customer support, generating code snippets, and even streamlining the app development process itself.

Opportunities for Innovation

Integrating OpenAI in app development opens up a world of opportunities for innovation. Developers can explore new and creative ways to leverage AI technology, pushing the boundaries of what’s possible and delivering truly unique and cutting-edge app experiences to their users.

Cons of Integrating OpenAI in App Development

Complexity and Technical Challenges

Integrating OpenAI into an app can be a complex and technically challenging endeavor. Developers need to have a strong understanding of AI, machine learning, and natural language processing to effectively leverage OpenAI’s capabilities. This can require significant time, resources, and specialized expertise, which may not be readily available in all app development teams.

Potential for Bias and Inaccuracy

OpenAI’s language models, like any AI system, can be susceptible to biases and inaccuracies, particularly when dealing with sensitive or complex topics. Developers need to be mindful of these limitations and implement robust testing and validation processes to ensure the accuracy and reliability of the AI-powered features in their apps.

Data Privacy and Security Concerns

Integrating OpenAI in app development may raise data privacy and security concerns, as the platform requires access to user data and potentially sensitive information. Developers must ensure that they comply with relevant data protection regulations and implement robust security measures to safeguard user data.

Cost and Scalability Challenges

Depending on the specific use case and the scale of the app, integrating OpenAI can be a costly endeavor. Developers need to carefully evaluate the cost-benefit analysis and consider the scalability of the AI-powered features to ensure that the investment in OpenAI integration is justified and sustainable.

Ethical Considerations

The use of AI in app development raises important ethical considerations, such as transparency, accountability, and the potential for unintended consequences. Developers must carefully consider the ethical implications of integrating OpenAI and ensure that its use aligns with their app’s values and the broader ethical principles of their organization.

Real-World Examples of Successful OpenAI Integration in Apps

Anthropic’s Claude AI Assistant

Anthropic, a leading AI research company, has successfully integrated OpenAI’s language models to create Claude, an advanced AI assistant that can engage in natural language conversations, answer questions, and assist with a variety of tasks. Claude has been integrated into various productivity and collaboration apps, demonstrating the potential of OpenAI-powered features to enhance user experience and productivity.

Jasper AI’s Content Generation Platform

Jasper AI, a content creation platform, has leveraged OpenAI’s language models to enable users to generate high-quality written content, including blog posts, product descriptions, and marketing copy. By tapping into OpenAI’s creative capabilities, Jasper AI has empowered its users to streamline their content creation workflows and boost their productivity.

Anthropic’s AI-Powered Code Generation

Anthropic has also showcased the potential of OpenAI integration in the realm of software development. By leveraging OpenAI’s language models, Anthropic has developed an AI-powered code generation tool that can assist developers in writing and debugging code, accelerating the app development process.

Dall-E’s Image Generation Capabilities

While not directly related to app development, OpenAI’s Dall-E model has gained widespread attention for its ability to generate unique and highly realistic images based on textual descriptions. This technology has the potential to be integrated into various app experiences, such as personalized content creation, visual design tools, and even augmented reality applications.

These real-world examples demonstrate the versatility and potential of OpenAI integration in app development, paving the way for innovative and transformative app experiences.

Challenges and Limitations of Integrating OpenAI in App Development

Ensuring Accuracy and Reliability

One of the key challenges in integrating OpenAI in app development is ensuring the accuracy and reliability of the AI-powered features. Developers need to implement rigorous testing and validation processes to address potential biases, inconsistencies, and inaccuracies in the language models.

Maintaining Data Privacy and Security

Integrating OpenAI in app development often requires the transfer and processing of user data, which raises concerns about data privacy and security. Developers must adhere to strict data protection regulations, implement robust security measures, and maintain transparency about data usage to build user trust.

Overcoming Technical Complexity

Leveraging OpenAI’s capabilities can be a technically complex endeavor, requiring deep expertise in AI, machine learning, and natural language processing. Developers may need to invest significant time and resources in upskilling their teams or collaborating with specialized AI experts to effectively integrate OpenAI in their app development projects.

Addressing Scalability and Cost Challenges

As the use of OpenAI-powered features in an app scales, developers may face challenges related to cost and infrastructure scalability. Careful planning and optimization are required to ensure that the integration of OpenAI remains sustainable and cost-effective, especially for resource-constrained app development teams.

Navigating Ethical Considerations

The use of AI in app development raises important ethical considerations, such as transparency, accountability, and the potential for unintended consequences. Developers must carefully navigate these ethical challenges and ensure that the integration of OpenAI aligns with their app’s values and the broader ethical principles of their organization.

Ethical Considerations in Using OpenAI in App Development

Transparency and Accountability

When integrating OpenAI in app development, it’s crucial to maintain transparency about the use of AI-powered features and ensure accountability for their performance and outcomes. Developers should communicate to users how OpenAI is being used, the limitations of the technology, and the steps taken to address potential biases or inaccuracies.

Bias and Fairness

OpenAI’s language models, like any AI system, can be susceptible to biases based on the data used for training. Developers must proactively address these biases and ensure that the integration of OpenAI in their apps does not perpetuate or amplify unfair or discriminatory practices.

Privacy and Data Protection

The integration of OpenAI in app development often involves the processing of user data, which raises concerns about privacy and data protection. Developers must comply with relevant data protection regulations, obtain user consent, and implement robust security measures to safeguard user information.

Responsible Innovation

Integrating OpenAI in app development should be done with a strong focus on responsible innovation. Developers must carefully consider the potential social and environmental impact of their AI-powered features and ensure that they are aligned with the greater good and the values of their organization.

Ongoing Monitoring and Improvement

Ethical considerations in using OpenAI should not be a one-time exercise. Developers must establish ongoing monitoring and improvement processes to continuously assess the performance, impact, and ethical implications of the AI-powered features in their apps, and make necessary adjustments to maintain the highest standards of ethical conduct.

Tips for Effectively Integrating OpenAI in App Development

  1. Develop a Solid Understanding of OpenAI: Invest time in understanding the capabilities, limitations, and best practices for using OpenAI’s language models and other AI-powered features. This will help you make informed decisions and effectively integrate OpenAI into your app development projects.
  2. Establish a Robust Testing and Validation Process: Implement a rigorous testing and validation process to ensure the accuracy, reliability, and fairness of the OpenAI-powered features in your app. This may include testing for biases, edge cases, and unexpected behaviors.
  3. Prioritize Data Privacy and Security: Develop a comprehensive data privacy and security strategy to protect user information and comply with relevant regulations. This may involve implementing encryption, access controls, and data governance policies.
  4. Collaborate with AI Experts: Consider partnering with AI experts or specialized agencies to leverage their expertise in integrating OpenAI and other AI technologies into your app development projects. This can help you overcome technical challenges and ensure the effective and responsible use of AI.
  5. Adopt a Flexible and Iterative Approach: Recognize that integrating OpenAI in app development is an ongoing process that may require adjustments and iterations. Maintain a flexible and adaptable mindset to address emerging challenges and capitalize on new opportunities.
  6. Communicate Transparently with Users: Be transparent about the use of OpenAI-powered features in your app, and communicate the benefits, limitations, and potential implications to your users. This can help build trust and foster a positive user experience.
  7. Continuously Monitor and Improve: Establish a process for continuously monitoring the performance, impact, and ethical implications of the OpenAI-powered features in your app. Use this information to make informed decisions and continuously improve the integration of OpenAI in your app development.
  8. Stay Informed about Advancements in OpenAI: Keep up with the latest developments, updates, and best practices in the world of OpenAI and AI-powered technologies. This will help you stay ahead of the curve and leverage new opportunities as they arise.

By following these tips, you can effectively integrate OpenAI into your app development projects, unlock its full potential, and deliver innovative and responsible AI-powered experiences to your users.

OpenAI Tools and Resources for App Developers

As an app developer, you have access to a wide range of OpenAI tools and resources to help you integrate and leverage the power of AI in your projects. Here are some of the key resources to consider:

  1. OpenAI API: The OpenAI API provides developers with access to a variety of language models, including GPT-3, Dall-E, and Whisper, enabling you to integrate advanced natural language processing, content generation, and multimodal capabilities into your apps.
  2. OpenAI Playground: The OpenAI Playground is an interactive web-based tool that allows you to experiment with and test the capabilities of OpenAI’s language models, helping you better understand their potential and limitations.
  3. OpenAI Gym: A toolset for creating and contrasting reinforcement learning algorithms is called OpenAI Gym. It can be particularly useful for app developers who want to explore the integration of AI-powered decision-making and optimization features in their apps.
  4. OpenAI Codex: OpenAI Codex is a language model trained to generate and understand code, making it a valuable resource for app developers who want to leverage AI-powered code generation and automation capabilities.
  5. OpenAI Documentation and Tutorials: The OpenAI website provides comprehensive documentation, tutorials, and sample code to help you get started with integrating OpenAI’s technologies into your app development projects.
  6. OpenAI Community and Support: The OpenAI community offers a wealth of resources, including forums, discussion groups, and support channels, where you can connect with other developers, share knowledge, and seek assistance.

By leveraging these tools and resources, you can unlock the full potential of OpenAI and seamlessly integrate its cutting-edge AI capabilities into your app development projects.

Future Possibilities and Advancements in OpenAI Integration

As the field of AI continues to evolve, the potential for integrating OpenAI in app development is poised to grow exponentially. Here are some of the exciting future possibilities and advancements we can expect:

  1. Multimodal AI Integration: With the advancements in OpenAI’s multimodal AI capabilities, such as Dall-E’s image generation and Whisper’s speech recognition, we can expect to see more innovative app experiences that seamlessly combine text, images, and audio.
  2. Personalized and Adaptive Experiences: OpenAI’s language models can be further refined and customized to deliver highly personalized and adaptive app experiences, catering to the unique needs and preferences of individual users.
  3. Intelligent Automation and Workflow Optimization: The integration of OpenAI’s predictive capabilities and decision-making algorithms can lead to enhanced automation and optimization of various app-related workflows, improving efficiency and productivity.
  4. Ethical and Responsible AI Integration: As the ethical considerations around AI become more prominent, we can anticipate the development of robust frameworks and guidelines for the responsible integration of OpenAI in app development, ensuring transparency, fairness, and accountability.
  5. Advancements in Natural Language Understanding: OpenAI’s language models are expected to continue evolving, offering even more advanced natural language understanding capabilities that can power more intuitive and conversational app experiences.
  6. Collaborative AI-Human Interactions: The integration of OpenAI in app development may lead to the emergence of collaborative AI-human interactions, where users and AI-powered features work together seamlessly to accomplish tasks and solve problems.
  7. Ecosystem Integrations and Interoperability: As OpenAI’s ecosystem expands, we can expect to see increased integration and interoperability with other popular app development platforms, frameworks, and tools, enabling a more seamless and comprehensive AI-powered app development experience.

These are just a few of the exciting possibilities that lie ahead as we continue to explore the integration of OpenAI in app development. By staying informed and embracing these advancements, app developers can position themselves at the forefront of innovation and deliver truly transformative experiences to their users.

Conclusion

In the ever-evolving world of app development, the integration of OpenAI has the potential to unlock new levels of creativity, efficiency, and innovation. While there are certainly challenges and ethical considerations to navigate, the benefits of incorporating OpenAI’s cutting-edge AI capabilities into your app development projects can be truly transformative.

By leveraging the enhanced natural language processing, improved content generation, and predictive capabilities of OpenAI, you can create more engaging, personalized, and intelligent app experiences that captivate your users. At the same time, it’s crucial to address the technical complexities, data privacy concerns, and ethical implications to ensure that your integration of OpenAI is responsible and aligned with your app’s values.

As you embark on your journey of integrating OpenAI into your app development projects, remember to stay informed, collaborate with experts, and continuously monitor and improve your implementation. By doing so, you can unlock the full potential of this remarkable AI technology and deliver truly innovative and transformative app experiences to your users.

To learn more about effectively integrating OpenAI in your app development projects, schedule a consultation with our team of AI experts. We can help you navigate the technical and ethical considerations, and provide tailored guidance to ensure the successful and responsible implementation of OpenAI in your app.

Top Metaverse Use Cases and Applications

As a participating, virtual, immersive and interactive world that relies on AR, VR and blockchain technology, the Metaverse creates a whole new world of instigative use cases, like virtual musicales and digital property, to name a many. Although a completely- fledged Metaverse is still far out, there are formerly a number of Metaverse- suchlike systems creating three- dimensional, different gests . As a result, there are a wide range of intriguing Metaverse use cases and operations worth knowing about.

Metaverse use cases What can you do in virtual reality?

Still, we invite you to read our detailed post on what’s the Metaverse and why it’s important, If the Metaverse is still commodity new for you. We ’ve also explored the content in further detail to show those more enthusiastic about taking part in Metaverse systems how to enter the Metaverse. But maybe the stylish way to understand this digital space is to come familiar with some of the main effects that you can do inside the virtual macrocosm by introducing you to the top Metaverse use cases.

Digital office space

The Metaverse opens up a world of openings when it comes to remote virtual services and digital office space. We ’ve seen dramatic changes in the workspace over the past couple of times, especially after the impacts of the global epidemic in 2020. A large portion of workers around the world have the option to work from home. But indeed if remote work offers multiple benefits, it also faces one crucial challenge – connectivity.

The Metaverse could potentially break this problem by offering a result for virtual collaboration in manufactories, platoon- structure conditioning, virtual meetings, and more. By using digital incorporations, workers could attend virtual work events, meetings, visit virtual help divisions, and communicate with associates and directors.

Access to a virtual macrocosm enables businesses to do a lot more, like training and onboarding. For illustration, BMW Group has formerly explored this option by using NVIDIA’s Omniverse( a 3D cooperative metaverse platform) to design an unborn digital plant to train and even connect its workers.

Also Read : Most demanding Mobile App Technology

A new type of learning space

Metaverse technology can also alter the approach to literacy and education by creating new openings. Although online literacy was formerly a popular concept, virtual reality can take the literacy experience to a whole new position. The Metaverse can offer druggies the capability to completely witness new generalities and conditioning rather than simply learning about them in propositions.

With violent and high- quality assimilations of knowledge when compared to the standard classroom literacy methodology, the Metaverse is anticipated to transfigure the way we acquire and perceive new information. In the future, we might indeed be able to exclude the language barrier with the help of advanced AI translators that could enable people from different corridors of the world to learn in a single virtual terrain.

Virtual tourism

Virtual tourism is also among the arising Metaverse use cases that druggies can explore. Visiting different countries and new places becomes a challenge in times of global misgivings, afflictions, or fiscal insecurity. Still, in a virtual reality, these challenges are excluded. The Metaverse space could allow trip suckers to enrich their artistic knowledge and take virtual tenures to real- world destinations via the use of VR headsets, 360- degree videos and other results.

Analogous systems have formally started taking shape. For example, South Korea is planning an investment of$186.7 million for the creation of a Metaverse ecosystem, with Seoul chosen as the first megacity to be included in the virtual space.

Another illustration is the creation of Ariva Wonderland – a trip Metaverse that enables virtual trippers to take virtual tenures to popular destinations like the Eiffel Tower, Statue of Liberty, Arc-De-Triomphe and others. Stylish of all, druggies have access to time- trip functionalities and can go back in time to see how certain destinations looked ahead and what they could look like in the future.

Online gaming

maybe one of the most popular use cases of Metaverse- suchlike systems at the moment is online gaming, more specifically – blockchain gaming. In fact, it’s generally considered that the gaming assiduity is among the driving forces underpinning the elaboration of the Metaverse. The virtual reality creates further gameplay inflexibility and permits actors to induce their own content and produce their own games.

In addition, Metaverse gaming also allows gamers to earn while they play in what’s known as play- to- earn games. piecemeal from having fun and developing certain internal chops, gamers can also earn cryptocurrency or other digital means like NFTs. Gaming platforms like Decentraland, The Sandbox and Axie perpetuity are formerly showing what the profitable element can achieve in gaming. Stylish of all, a compatible Metaverse armature in the future will mean flawless portability of means and easy switching between different formats of commerce.

Virtual fashion

Fashion is another area that’s taking advantage of the openings created by the Metaverse. The fashion assiduity is exploring the eventuality of the virtual world and the metaverse technology by enabling druggies to buy exclusive outfits from prestigious fashion houses in the virtual space. An illustration is Gucci and its creation of the Metaverse Design on Roblox.

Druggies are formerly showing interest in what the fashion developer offers on the Metaverse, with a Gucci bag bought for$,000 in the virtual reality.

Blockchain technology could give another dimension to virtual fashion systems, as it provides druggies with the capability to have exclusive power over digital fashion collections via the use of NFTs, making the space indeed more intriguing.

Virtual property

Virtual real estate is among the core features of the Metaverse. Metaverse property is growing in popularity, with more and more people and businesses looking to purchase virtual property in the digital world. Currently, virtual land for sale is available on platforms like Decentraland and The Sandbox, where owners can sell their property, rent it to others, or use it to build, create events and organise different activities. 

Every Metverse-like project has a different amount of virtual property available for sale and its virtual map is divided into specific ways. You can find out more about how to buy land in the Metaverse in another post we’ve written.  

Advertising

Advertising in the Metaverse is just another natural use case that stems from the ability to purchase or rent virtual land. The virtual world is currently among the most innovative methods that companies can explore to engage with new users and make their brand more visible. Brands can create virtual billboards in high-traffic virtual spaces in the Metaverse, they can take advantage of virtual influencers, Metaverse events and others. 

For example, brands like Coca-Cola, Samsung, Balenciaga and Adidas are creating advertising campaigns in the Metaverse to strengthen their presence in the virtual universe and attract more users to their brands.

Virtual concerts and events

The music industry is also evolving in the virtual space, with virtual concerts becoming popular in Metaverse-like projects. For instance, more than 2 million people attended Travis Scott’s virtual concert in the Fortune Video Game environment. As the virtual world isn’t limited by the physical laws or our real world, the space enables performers to test new merits and explore new avenues for maximising the entertainment experience.

Travis Scott’s avatar during the concert was the size of a skyscraper, allowing the performer to interact directly with the audience – something that is impossible in our physical world. 

Fantasy sports 

Another Metaverse use case that it’s worth looking into is fantasy sports and championships. For example, fantasy football in virtual reality is expected to become popular thanks to the opportunity to provide point of view differences and unique experiences. Projects that are already exploring the space have shown high demand for sports-themed NFTs and collections by users.

Virtual weddings

Some may find it hard to believe, but Metaverse weddings are also becoming a thing. Getting married in the real world nowadays is an expensive luxury that can oftentimes be constricted by numerous factors like time, place, and more. Metaverse-like projects now allow people to get married in a virtual reality, where they don’t even have to be in the same room during the ceremony or party. 

The first Metaverse wedding is also a fact, but the concept is still not something most are looking to embrace. Metaverse weddings are currently not legally binding but they are recognizable via meta-marriage certificates. 

The future ahead 

With the advancement of blockchain technology and the creation of more Metaverse projects, we are expecting to get closer to a fully-fledged, complete and interconnected Metaverse. We are already seeing a number of real-life activities and events being duplicated and improved in the virtual world. It’s exciting to see what else the virtual space has in store for us in the future and what new Metaverse use cases will arise.

What is Metaverse ? How Is NFT Related To It

What is Metaverse ? How Is NFT Related To It

A Marketer’s Guide to the Metaverse

Technology is changing in this changing world and so is the way of marketing. The evolution of the metaverse is the recent development in the world of technology. In the past few decades we have seen massive changes in the technological world, the metaverse is the one that has stumped many companies and marketers. In this article we will introduce the metaverse to you.

What is the Metaverse?

A Metaverse is basically an integrated network of 3D virtual worlds. These worlds are accessed through a virtual reality headset — users navigate the metaverse using their eye movements, feedback controllers or voice commands. In simple worlds metaverse is the hypothetical version of the internet that supports online 3D virtual environments. This is done through personal computing, virtual reality headsets, and augmented reality headsets.

Metaverse technology is alaythere i market such as in games like Roblox and Fortnite. More specifically metaverse is the virtual avatars who can interact with their virtual environment, and other players. They can also purchase accessories and merchandise in the game to personalise the experience. 

Also read : How much does it cost to develop augmented reality mobile app ?

Metaverse and NFT: How are they Related?

NFT is a Non-Fungible token, it cannot be replaced as it doesn’t have a tangible value. The most common forms of NFTs are animations. The demand for virtual worlds is increasing day by day. The easiest way to deal in the fashion industry or anything is to deal with customers virtually. We can take an example of the success of games Fornite and Roblox. 

How will the Metaverse impact Marketing?

Virtual Reality

Virtual reality isn’t new, it is there for decades now. Of Course it has improved over the time and it will continue to do so in the years to come.

Virtual worlds exist in every part like if anyone wants to sell the product or services or want product development. This virtual reality will become more famous in the years to come, as children these days are more lazy and want everything present at home while sitting. 

Augmented Reality

Unlike virtual reality which takes over your vision, stoked reality just adds rudiments to it. Suppose of “ smart spectacles ” or the popular mobile game Pokemon Go. These biases take note of your girding terrain and also enhance it by adding images, robustness, or data over the top of it.

Where does marketing come in? From trying on a brace of spectacles or a dress to test driving a new auto, stoked reality brings the shopping experience to another position. In a stoked terrain, your guests can interact with your products without leaving their homes. Indeed in- store guests will profit from the metaverse, still. Since stoked reality is an overlay on the real- life terrain, you can use it in stores to partake in- depth information, display fresh features and use cases, etc. suppose of it as a resemblant marketing experience.

Also read : How augmented reality is enhancing designer’s life ?

Branding in the Metaverse

As the metaverse is growing so are the branding and advertisement opportunities. NFTs also play an important role in virtual homes and storefronts where you can create branded virtual content for your customers. 

Virtual Popups

Popup shops are common occurrences for businesses of all sizes. A virtual popup gives your brand an opportunity to deal in large scale.virtual opus gives you an opportunity to network, advertise and sell your products and services. Virtual presence will help your business to grow more as it will require less employees and decreased need for employee travel and lodging which will help you give products and services to their customers at low cost.

Virtual Training or Classes

Virtual training is already a part of many corporate worlds. There is already virtual training and classes going on. You can even use it for product demonstrations with potential customers or troubleshooting sessions with your current clientele.

Beyond marketing efforts, you can even use virtual classes for in-house onboarding and training. Emergency preparedness, diversity and inclusion, new employee orientation, and more.

Metaverse Events

After the pandemic everything has almost become virtual. From family get-togethers to concerts to non-profit galas, the metaverse has no limits on who you can meet up with and when.

These tools and events are becoming even more popular in this generation. 

Conclusion: Metaverse For Marketers

Digital marketers should not sit on the sidelines until that time has come. rather, they should use these coming many times to prepare for openings to come.

There are ways that marketers can get ahead of the wind, including investing in virtual reality and stoked reality advertising. There are alsoe-commerce platforms, like Instagram Shop and Facebook Shop, that offer a regard into the future of the metaverse and what it has in store.