Author name: Zainab Arif

Work Smarter: 7 AI Apps That Save Time & 3 That Waste It
Technology, Lifestyle

Work Smarter: 7 AI Apps That Save Time & 3 That Waste It

If you’ve ever felt buried under emails, chasing deadlines you swear you set reminders for, or stuck doing the same dull tasks on repeat, you’re not alone. The good news? There’s a whole wave of AI apps that save time and give you a chance to breathe.But here’s the catch: not every flashy new AI tool deserves a spot on your phone (or in your life). Some can slow you down, or worse, compromise your privacy. Before you let a robot take over your to-do list, let’s break down which AI apps genuinely help and which ones you might want to skip. Why AI Tools Are Everywhere These days, it’s no shock that AI is baked into almost everything: your phone’s autocorrect, your smart speaker, even that calendar that pings you ten times a day. The idea’s simple: let the machines handle the boring, mindless bits so you can focus on things only you can do.However, in the rush to ride the AI hype train, app stores have become cluttered with tools that promise the moon but deliver little. The trick is knowing which ones are worth your time and which ones quietly waste it. 7 AI Apps That Save Time After cutting through the noise, here are seven types of AI-powered helpers that deliver on their promises and might save you an hour or two every day. Smart Email Filters Who wants to spend half the morning deleting spam or sorting promotions? Not you. AI email filters like Gmail’s Smart Reply or Outlook’s Focused Inbox learn what matters and sweep the rest into folders you never have to see. Some even draft quick replies, so you can get to Inbox Zero without lifting a finger (okay, maybe one finger). AI Note-Takers Tired of scribbling messy meeting notes? AI note-takers like Otter.ai or Fireflies can hop on your calls, record what’s said, and spit out neat, searchable transcripts. That means you get to listen during meetings instead of pretending while you frantically type. AI Scheduling Assistants If you hate the “When are you free?” email chains, you’ll love this one. Tools like Calendly (with innovative suggestions) or x.ai automatically determine when everyone is available and schedule meetings for you, eliminating double-booking and crossed wires. Just pick the time that works and move on with your day. Writing & Editing Helpers Writing emails, posts, or even that tricky client proposal? AI writing assistants like Grammarly or Jasper help you clean up typos, tweak your tone, or spit out a solid first draft when you’re staring at a blank screen. Just remember — they’re helpers, not your ghostwriter. Your voice still matters. AI Customer Support Chatbots Small business owner? Freelancer? An AI chatbot like Drift or Intercom can handle simple customer questions while you’re asleep or doing your real work. It might answer refund questions or guide someone through your site, all without you having to type the same answer repeatedly. Automated Social Media Tools Keeping up with Instagram, Facebook, and LinkedIn is a full-time job. AI tools like Buffer and Hootsuite handle scheduling, suggest posts, and help keep your feeds active, allowing you to focus on literally anything else. Set it and forget it (mostly). Smart To-Do Lists Your old sticky notes can only do so much. Apps like Todoist or ClickUp utilize AI to determine what’s urgent, nudge you with reminders, and adjust as your day evolves. They’re digital assistants that never forget your deadlines, even when you do. AI Apps You Might Want to Avoid Not every AI tool saves time and is your friend. Some suck up your time, your data, or both. Privacy-Hungry Apps: If an app wants every permission under the sun, including access to your contacts, location, and even your dog’s name, stop and ask why. A free app that hoovers up your info isn’t free. Overhyped Productivity Tools: You’ll see some “all-in-one” AI assistants that swear they can do everything. Usually, they glitch, lag, or need more babysitting than your actual work. If it sounds too magical to be true, it probably is. Low-Quality Content Generators: Some AI writing tools promise instant blogs or social posts at the click of a button. Trouble is, they often crank out bland, generic filler that won’t fool Google or your readers. If you wouldn’t read it, don’t publish it. How to Pick the Good Ones So, how do you know which AI apps are worth your time?Easy: if they feel invisible and work, they’re doing their job. Always read reviews, test the free version, and check what data they collect. The best ones blend seamlessly into your routine, so smoothly that you forget they’re even there. FAQs Are AI productivity apps safe? Most reputable ones are, but always check privacy settings and don’t give away more info than you have to. Will AI take my job? Probably not. The best AI tools handle the mundane tasks, allowing you to focus on the human aspects, such as thinking, creating, or building relationships. What’s the best AI app for freelancers? A clever mix helps: note-takers for meetings, scheduling tools for clients, and a good writing assistant for polishing work. How do I know if an AI app’s a waste of time? Simple: if you spend more time fixing it than using it, ditch it. Conclusion Used wisely, AI apps that save you time can feel like a personal assistant you didn’t have to interview or train. But don’t get sucked in by shiny promises, test, choose smart, and you’ll find tools that help you work smarter, not just harder. Thinking about stepping back from screens? Discover the [revolutionary benefits of digital detox].

Big Opportunities and Risks of AI in Daily Life
Technology, Lifestyle

5 Big Opportunities and Risks of AI in Daily Life

Artificial Intelligence or AI, as most of us call it, isn’t some distant sci-fi dream anymore. It’s here, woven into your daily routine, whether you realize it or not. Whenever you use your phone to sing with your face, ask Alexa for the weather, or watch your favorite Netflix show, your next binge-worthy series is in sight; you’re witnessing the emergence of AI in everyday life. AI, with its entourage of benefits, is a wave that can make our lives this much easier, this much smoother, and possibly even this much more stimulating. Nonetheless, not everything is so promising since some actual disadvantages cannot be overlooked. Let’s explore five significant opportunities that AI has to offer and five key risks we should be cautious of. 5 Key Opportunities of AI in Daily Life 1. Smarter Homes Look at the home you are living in right now, the probability is that AI has already reached your living room, kitchen, or even the door of your house. Smart thermostats also take into account the times you prefer the area to be either hot or cool and automatically adjust accordingly. Voice assistant waits to turn on the light or close the door, when and where you forget. Vacuum robots sweep the floor as you go about your task or leisure time. And that doorbell camera? Another clever AI trick keeps tabs on who’s at your door, whether you’re home or not. It’s convenient on autopilot. AI is everywhere in daily life; look around. 2. Better Healthcare The medical world has jumped on the AI train in a big way. Hospitals now rely on AI in daily life to sift through scans and test results faster than any doctor could alone. Fitness trackers on your wrist? They’re quietly keeping tabs on your heart rate, sleep patterns, maybe even flagging problems before you’d notice yourself. For people who live far from clinics, AI-driven telehealth brings doctors directly to your living room, eliminating waiting rooms and the need for magazines. 3. Saving Time on the Boring Stuff Nobody wakes up thrilled to sort through spam emails or wait on hold for a customer service rep. That’s where AI steps in. Smart filters keep junk out of your inbox. Chatbots answer basic questions at midnight. Virtual assistants pencil in your meetings and ping you when it’s time to show up. The upshot? More time to tackle what matters, like coming up with your next big idea or solving tricky problems only a human brain can crack. 4. Safer Roads, Smarter Cities If you’ve driven a newer car, you’ve probably felt AI’s steady hand at work. Lane-keeping, emergency braking, and blind spot warnings are systems that help prevent mistakes we humans tend to make. In big cities, AI is starting to direct traffic lights, untangle rush-hour jams, and reduce commute times. Some systems can even alert first responders if an accident appears likely, shaving precious minutes off emergency response times. 5. Smarter Business Moves Behind the scenes, AI is the secret sauce that helps companies make sharper, more informed decisions. Online stores analyze your clicks and gently nudge you toward things you didn’t even know you wanted. Banks run AI checks to catch fishy transactions before they drain your account. And your streaming playlist? Thank machine learning for predicting your taste in movies or music. Businesses, both big and small, are relying on AI in Daily Life to keep you coming back. 5 Major Risks of AI in Daily Life 1. Your Privacy on the Line Smart gadgets are great at learning about you, sometimes a little too great. Every smart speaker, fitness tracker, or connected appliance quietly collects snippets of your daily life, from when you arrive home to what you purchase at midnight. If companies aren’t careful (or upfront) about how they handle this data, it can end up in the wrong hands, sold, stolen, or misused without you knowing. A lot of people don’t even realize how much they’re giving away every time they click “agree.” If you want a clear look at how websites and apps collect and use your information, take a minute to read this helpful FTC guide. It’s eye-opening. 2. Jobs on the Chopping Block AI’s talent for routine tasks is exceptional unless your paycheck depends on doing those same tasks. Self-checkout lanes, chatbots, and delivery robots are just the start. Some jobs may shrink or disappear altogether, especially in industries such as retail or customer support. The upside? New roles are emerging too, but they often require fresh skills, and not everyone has the time or money to retrain. 3. Hidden Bias in Algorithms AI might be logical, but it learns from us, and we’re not always fair. If the data used to train AI is biased, the results can also be unfair. Think hiring systems that reject good candidates because of a quirk in their résumés, or facial recognition that struggles to identify certain people correctly. Cleaning up bias in AI is a challenging task and an issue that remains largely unsolved. 4. Getting Too Comfortable It’s tempting to hand over every little decision to smart tech, but there’s a catch. Rely on your GPS for every single drive, and suddenly your sense of direction fades. Using AI to write emails or summarize ideas can risk losing your writing voice and critical thinking skills. Helpful tools are just that — tools — not replacements for your brain. 5. Weak Spots Hackers Love Every device that connects to the internet is a door — and sometimes, it’s left cracked open. Hackers know this. If they find a weakness in a smart home system or even a wearable medical device, the fallout can be severe. It’s up to companies to continually ensure cybersecurity, patch vulnerabilities, and stay ahead of digital threats. How We Can Keep AI Working for Us AI isn’t going anywhere — that much is clear. But the way we shape it is still up to us. So,

Protect Your Mental Health
Health, Lifestyle, Technology

How to Protect Your Mental Health in a Screen-Obsessed World

Nowadays, in a hyper-digital economy, we are all surrounded by screens: In every area of our lives, whether at work and in socialization, entertainment, or even rest. A rising psychological burden comes hand in hand with this uninterrupted network access. The question here is, How to Protect Your Mental Health in a Screen-Obsessed World? The answer is by creating mindful action, developing healthy digital boundaries, and reclaiming our time and attention. An average adult is wasting 7 hours per day on screens (Statista, 2024), which results in a disruption in attention span, quality of sleep, anxiety levels, and emotional regulation. This blog surveys the psychological impacts of too much screen usage and provides practical and evidence-based tactics for your mental health development without completely disconnecting.  The Psychological Effects of Excessive Screen Time Mental Fatigue and Decision Overload  Every swipe, scroll, and notification requires our attention, which the psychologists call decision fatigue. Non-sleeping screen activity is an experience that might lead to a decrease in cognitive functioning and emotional stability According to a study, posted on November 15, 2022, in Nature Human Behaviour, there is a direct association between screen multitasking and shorter attention span and elevated levels of disturbance. Yet another research conducted by the American Psychological Association (2023) indicates that multitasking also decreases efficiency by 40% and decreases decision-making capacity. What happens in the brain: Eventually, this leads to digital exhaustion, which the World Health Organization (WHO) now acknowledges as a diagnosable condition related to long-term overuse, including overload of screens. Anxiety, Loneliness, and Social Media Although platforms are designed to connect, they repeatedly bring comparison, FOMO (fear of missing out), and emotional detachment. The Facebook Papers (2021) The Facebook Papers (2021) disclosed internal findings that such social media networks as Instagram enhance depressive symptoms among Gen-Z and young adults. Research conducted by the University of Pennsylvania also established that restricting social media to 30 minutes/day was a major contributor to relieving loneliness and depression. Key concerns: Because of this, the paradox of hyperconnectivity and emotional isolation is generated by screen overuse. Sleep Disturbance and Circadian Rhythms Screen light also contains blue light that reduces the production of melatonin, which tells your body it is sleep time. According to research by Harvard Health and others, the use of screens the hour before going to bed increases the risk of insomnia by 41% and sleep is delayed by more than 90 minutes. Symptoms of technology-disrupted sleep: Screens are a significant factor that contributes to the declaration of insufficient sleep as a public health epidemic by the CDC in particularly when it comes to their usage in the bedroom or five minutes before bedtime. Practical Tips to Protect Your Mental Health Clarify Digital Boundaries Boundaries aren’t restrictions—they’re liberations. They reduce mental clutter and preserve cognitive bandwidth. Here are effective strategies: Brief offline intervals are good even to enhance mood and attention. One consulting client who implemented a “Tech Sabbath” (one day a week without screens) reported noticeable increases in clarity and emotional balance within a month. Embrace Intentional Screen Time Not all screen time is harmful—it’s about how and why you engage. To practice intentional use: More intentional habits can be developed by integrating focus apps like Forest (which pays for staying off your phone). Reconnect with the Physical World Digital immersion can erode our sensory connection with the real world. Rebalancing requires offline, restorative activities. Recommended daily analog rituals: A 2023 study published in Frontiers in Psychology indicated that people who spent more time outside on activities had lower anxiety and developed strong emotional regulation compared to individuals with large amounts of digital interactions. Pursue Mindfulness and Presence Mindfulness is the way to break autopilot behavior, which links our attention back to the present moment. It is also an effective remedy against the stress of technology. Practical ways to be more mindful: Create a Healthy Tech-Environment Optimize Your Digital Interfaces Visual and structural cues on your devices shape your habits more than you realize. Digital feng shui strategies: Such minor interventions can significantly decrease the use of screens unintentionally. Screen Time tracking and reduction apps Self-monitoring increases consciousness and encourages self-regulation. Highly rated tools: Tool/App Purpose Notes Forest Focus and stay off the phone Grow trees while staying offline Headspace Mindfulness and meditation Excellent for anxiety and better sleep Day One Journal Distraction-free journaling Reflect offline while still writing F.lux/Night Shift Reduces blue light Easier transition to quality sleep ScreenZen Block habit-forming apps Great for breaking doomscrolling cycles Also, try: Signs You Need a Digital Detox Physical and  Emotional Red Flags Determining when it is impossible to handle the screen time is the primary step to avoid adverse outcomes. Common Warning signs: As per the 2024 CDC report, adults who exceed 7 hours/day of non-work screen time report 63% higher levels of anxiety than those under 2 hours. Professional Mental Health Support There’s no shame in seeking help. Today, therapists are trained on screen addiction, attention dysregulation, and anxiety caused by social media. Speak to a professional in case: The choices are cognitive behavioral therapy (CBT), digital tech wellness coaches, and support groups. Recovering Balance in a Digital-Driven Life Design a Custom Wellness Plan Sustainable wellness is not rigid; it is responsive. Sample framework: The structure reduces friction and improves consistency, even when life gets busy. Model Healthy Behavior for Others Screen habits count on you, especially if you are a parent, a teacher, a manager, or even on the surface.. Methods of leading by example: This creates a ripple of good digital principles in families, teams, and communities. Key Takeaways Conclusion: It is not technology that is the enemy, but mindless use is We change when we start treating screens not like reactive things, but as tools that we have a democratically empowered control over. Having defined lines and conscious planning, it is possible to remain mentally healthy, even in a screen-obsessed world.

sustainable capsule wardrobe
Fashion, Lifestyle

How to Build a Sustainable Capsule Wardrobe in 2025

Learn all about the 3-3-3 rule, the 333 method, and eco-friendly tricks for creating a sustainable capsule wardrobe in 2025. Find out the number of clothes you require, and cost-saving ideas, as well as making them last a lifetime. What Is a Sustainable Capsule Wardrobe? Imagine opening your wardrobe and getting an opportunity to see only things that you like, fit, and that have not been a burden on the planet. Literally. It is the power of a sustainable capsule wardrobe, not only does it follow minimalism, but wears your values on your sleeve. This idea can be related to the minimalist capsule wardrobe but comes with an extra dose of environmental responsibility. And you are not only decluttering, but you are also making better, long-lasting garments with a smaller carbon footprint. Key Benefits:  Concisely, a sustainable capsule wardrobe is a more elegant, less complicated method to get dressed and live. The Essential Rules for a Sustainable Capsule The 3-3-3 Rule: Simplest Framework of 2025  We will make it simple. Under the 3-3-3 rule for wardrobe, you keep 3 outerwear, 3 tops, and 3 bottoms as a minimum per season. It is ideal when you are too busy or starting. Naturally, make it your own depending on your profession, interest, or weather. The 333 Decluttering Challenge Just imagine that you can wear only 33 pieces of clothing for 3 months. That was the idea behind the 333 decluttering method. Surprisingly, it is liberating. Too many people say it gives them some energy to embark on the mindfulness path of fashion and reduces decision fatigue. Combine this system by using a checklist or an app to keep on track with it, and it is a cleanse that might help your mind, as it were, clear its closet. The 70-30 Rule for Maximum Wear   This is the rule of wardrobe balance: The 70-30 rule for wardrobe requirements makes sure that what you put on is what is in your wardrobe. It makes it flavourful to the point of entertainment, but not so much that it seems disorganized. The Guide to Wardrobe Building Step-by-Step Step 1: Go through your Current Closet Let us take a deep dive. Take it all out and evaluate each of them based on the golden ratio for wardrobe: 1 item is tops, 2 items are bottoms and 3 layers. Question: Do I love it? Wear it? Otherwise, it is a consignment time to give away, reuse, or fix. Organize it by frequency of use. You are sure to see a pattern there; those are your real staples. Step 2: Select Eco-Friendly clothes Materials matter. Focus on: These are the simple, favorable components of a sustainable capsule wardrobe. They are comfortable and pleasant to look at, besides helping get rid of microplastic pollution. The next time you go shopping, look for labels marked GOTS or OEKO-TEX. Step 3: Curate Your Core Pieces Make it unified. Choose 3-4 base hues and add a couple of accent colors. This makes all things go along without thinking too deeply. Think: How many clothes for a capsule wardrobe? Somewhere between 30 and 50 is ideal. What is the number of shoes for a capsule wardrobe? Do not exceed 4-6 pairs. Include all service shoes like boots, sneakers, flats, and sandals. Accessories: A scarf, cross-body bag, and classic belt are a win. Sustainability in Action Don’t Replace, Repair That torn hem or buttonless garment? Fix it. Know how to repair simple things or take them to a tailor. The more you love to wear what you possess, the less your footprint. Even visible mending is beautiful in a way; it has a story to tell. A wardrobe that lasts a lifetime more often contains clothes that are well-loved and well-cared for. The Most Sustainable clothing is the One You have Whether it comes as a trend or not, what you have in your closet is more sustainable than what you will purchase. Revamping your worn-out stuff will give your style a new lease of life. Make a challenge like a fashion challenge or clothing swap with your friends. Sustainability does not have to be something dull- it can also be innovative. Price & duration  Does a capsule wardrobe save money? Absolutely. The average consumer spends in a capsule wardrobe around 800$/year, as opposed to 2.500 USD on fast fashion. Capsule wardrobe cost: At first, it may appear expensive… but, in the long run, it will be worth way more than it costs. Remember quality, not quantity. Calculate cost-per-wear. You will realize that a blazer that costs 150 dollars and is used 75 times will be a better bargain than one that costs 30 dollars and is used twice. A wardrobe that lasts a lifetime: What to look out for and hunt down are forever pieces. Find high-quality stitchwork: ageless silhouettes: and durable, not-overly-trendy, quality fabrics such as ethical wool or organic denim. Care of laundry is important as well: With these small gestures, clothes are happier, as well as the planet. Seasonal Adaptations Looking to have an all-season capsule wardrobe? Rotate smartly. Use thermals, thick pullovers, and winter boots during winter. Change to linen, paler colors, and sandals during summer. Storage ideas: Include turning over your rotation every 3 to 4 months. This makes it interesting and feasible, and it does not swell your wardrobe. FAQs 1. How many items should I have in a sustainable capsule wardrobe? Thirty to 50 pieces. But in all reality? Through the 333 methods, start by wearing 33 items of clothing within 3 months, and observe what you wear; then make further adjustments. No right and accuse, just improve! 2. Is a capsule wardrobe cheaper long-term?Oh, absolutely. Purchase less? + Purchase deliberately? You will end up saving more than $1,700 a year, and this is not some hypothetical talk. 3. What’s the easiest way to start? Cogitating is not needed, and you should take the 3-3-3 rule: three jackets, three tops, and three bottoms. Done. Start small

Human Oversight in AI Marketing
Digital Marketing

Human Oversight in AI Marketing: Why It is Needed More Than Ever

Can we just sit here a moment and geek out on how fast AI is taking over marketing? You write witty copy one minute, and side-eye an automaton the next that is attempting to talk like you, but failing. Badly. AI is effective, yes. Yes, it can churn out content at 2 a.m. while you sleep. But it can also totally misread your brand, go rogue with tone, or confidently make up facts. This is why human oversight in AI marketing isn’t just nice to have—it’s necessary. So What Even Is Human Oversight in AI Marketing? It’s you. It’s me. It’s the people behind the screen saying, “Uh, no thanks, AI—this sounds like a robot got high and tried to write a blog post.” Human-in-the-loop AI marketing means marketers stay involved in guiding, editing, and sanity-checking everything AI spits out. It’s making sure your marketing doesn’t sound like a toaster learned how to type. It’s about reaping the benefits of using AI in digital marketing without losing the human touch, making sure your marketing doesn’t sound like a toaster learned how to type. Why Is This So Freaking Important? Because AI is great at patterns, but terrible at people. It doesn’t get nuance. It doesn’t understand when something’s borderline offensive, tone-deaf, or just plain wrong. Enter the marketer. Your job isn’t going away—it’s evolving into the person who keeps AI from embarrassing the brand. Perks of Keeping Humans in the Loop How to Do Human Oversight (Without Going Nuts) 1. Assign Real People to Real Roles You need editors, compliance folks, brand cops—yes, plural. This isn’t a one-person job. Give someone the title “AI Quality Sherpa” if that’s what it takes. Ownership = action. 2. Build a Workflow, Not a Maze AI drafts → Human reviews → Approval → Publish. Simple. Use Trello. Or Google Sheets. Or even sticky notes if that’s your jam. But have a flow. Chaos is not a process. 3. Audit Weekly—Like, Really Pick a day. Sit down. Read a batch of AI content and rip it apart. Look for bias, weird tone, hallucinations, whatever. And rotate your reviewers—fresh eyes spot fresh mistakes. 4. Teach Your Team to Spot the Weird Stuff If someone reads a sentence and their gut says “ehhhh,” trust it. Train your crew to flag awkward phrasing, robotic tone, or anything that doesn’t sit right. Bonus: Make it a game. “Spot the AI slip-up” Fridays, anyone? 5. Accountability: Who Signs Off? If it all goes south, who owns it? Make that clear from the start. Sign-offs should be documented. Think of it like version control but for sanity. AI Hallucinations Are Not Sci-Fi. They’re Daily. Hallucinations are real, yes. Well, not the psychedelic type.. These are AI-generated lies that sound legit. You need: The “Human-in-the-Loop” Thing Isn’t Just Buzzword Bingo It’s legit. You + AI = the dream team. AI gets things rolling fast, but YOU know when something feels off. You bring strategy, taste, and empathy. AI just brings… speed. Humans validate, curate, and sometimes just plain rescue the output. That’s AI augmentation vs replacement marketing in action—you’re augmenting, not abdicating. Want Better AI Output? Fix the Prompts, Friend Your prompt is your steering wheel. Use: These are real AI prompt refinement techniques that make the robot work smarter, not just faster. Weekly Audits = Preventing Dumpster Fires Here’s what to check: Make It Official: The AI Accountability Framework Create a system: This kind of AI accountability framework keeps your brand out of hot water. Oversight Tool Stack for the Win Looking to streamline your workflow and get the most out of AI? These must-have tools for a digital marketing strategist will keep your content sharp, your team organized, and your strategy on point: Build the Culture, Not Just the Process Here’s the secret: oversight isn’t just about steps. It’s about mindset. Your team needs to treat AI like a junior copywriter who’s super eager but sometimes clueless. That means encouraging pushback, building in reviews, and rewarding people who catch issues early. That cultural mindset is what bridges the gap in balancing automation and human creativity. Converting AI-based Marketing Analytics into Stakeholders Don’t just hand stakeholders a dashboard and hope for the best. Translate the insights into narratives. Say: That’s translating marketing analytics to stakeholders in action—and it makes you invaluable. FAQs: Q: Does AI need a babysitter?A: YES. Unless you like embarrassing headlines. Q: How do I stop bias from creeping in?A: Diverse data + diverse reviewers. No echo chambers allowed. Q: What’s a solid audit process?A: Pull 5–10 AI outputs a week. Check for tone, bias, errors, and weird phrasing. Q: Can oversight slow us down?A: Maybe. But you know what slows you down more? A PR disaster. Conclusion Look, automation is cool. AI is cool. But which are those brands that will win in the long term? They are the ones who make people the centre of the machine and not the contrary.. Human oversight in AI marketing isn’t a trend. It’s your new superpower. It’s the upgrade your team didn’t know it needed. And honestly, if you’re not doing it, your competition probably is.

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