The 12 Best AI Tools for Small Business Growth in 2026

For small business owners, every minute and every dollar counts. Juggling marketing, sales, customer support, and daily operations is a constant challenge. This is where artificial intelligence transforms from a buzzword into your most valuable team member. The right AI tools can automate repetitive tasks, generate professional marketing content, and provide data-backed insights, freeing you to focus on strategic growth. AI is fundamentally changing how businesses operate, with content creation automation being a prime example of its impact on productivity and marketing.

But with thousands of options flooding the market, how do you find the best AI tools for a small business without wasting precious time on trial and error? This guide cuts through the noise. We have curated and analyzed a comprehensive list of the top AI-powered platforms and resources designed specifically to solve real-world business problems. From creating stunning social media visuals without any effort to streamlining your entire workflow, these tools are built to deliver tangible results.

This article provides a detailed roadmap to help you select the perfect solutions for your specific needs. Each recommendation includes a clear summary of its core function, key pros and cons, transparent pricing information, and practical setup tips. We also include screenshots and direct links to each platform, so you can explore them for yourself. Let's dive into the tools that will help you work smarter, not harder, and unlock new avenues for growth.

1. Postbae

Postbae is an AI-powered content creation agent that automatically generates professional visual social media graphics for platforms like Instagram, Facebook, and LinkedIn. It operates as an autonomous AI agent, working in the background to produce ready-to-post graphics without requiring any user prompts. This unique approach is designed for small business owners, social media managers, and agencies who need consistent, high-quality visual content but lack the time or design resources.

The platform specializes in creating authority-building content that establishes expertise and educates audiences. It excels at producing multi-slide carousels, educational infographics, listicles with graphics, and TikTok slideshows tailored to the user's industry. The AI handles the entire multidisciplinary process—from research and ideation to copywriting and visual design—by programmatically populating proven templates with relevant, industry-specific information.

While the core process is fully automated, Postbae ensures users maintain complete creative control. Every visual post the AI generates is fully editable and customizable, allowing you to fine-tune the design, text, and branding to perfectly align with your strategy.

Key Strengths & Features

• Complete Automation: The AI agent works autonomously to create visual posts without needing prompts, saving hours of manual work.

• Authority-Building Content: Specializes in creating educational graphics like industry insights and tips that position your brand as an expert.

• Visual-First Output: Delivers complete graphical posts (text-on-image graphics) such as carousels and infographics, not just text captions.

• Full Creative Control: All generated posts can be fully edited and customized, giving users the final say on every detail.

Ideal Use Cases

Postbae is an ideal solution for small businesses that need a consistent supply of professional social media visuals. It effectively provides the output of a social media manager for a fraction of the cost. Marketing agencies can also leverage it to scale visual content production for multiple clients efficiently. For a deeper look into its capabilities, you can learn more about how to create social media posts with AI.

• Best For: Small business owners, marketing agencies, and social media managers needing to automate the production of professional, authority-building visual content for social media.

• Pricing: Starts at $30/month.

• Website: https://postbae.com

2. G2

When you're searching for the best AI tools for small business, the sheer volume of options can be overwhelming. G2 is a comprehensive software marketplace that acts as a powerful research hub, helping you cut through the noise with verified user reviews and data-driven reports. Instead of relying on vendor marketing, you can leverage real-world feedback from peers to evaluate and compare products.

G2’s strength lies in its extensive taxonomy for AI software, breaking the category down into specific niches like AI writing assistants, analytics platforms, and chatbot providers. This granularity allows you to find exactly what you need. Their signature "Grid" reports visually map out market leaders and high-performers based on user satisfaction and market presence, offering a quick way to shortlist top contenders.

How to Use G2 Effectively

To get the most out of the platform, use the robust filtering options to narrow results by company size, industry, and specific features. The side-by-side comparison tool is invaluable for creating a direct feature-to-feature analysis of your top choices. While G2 is free for buyers, remember that sponsored placements can appear, so always cross-reference rankings with the Grid reports and individual review quality.

• Best For: Small businesses looking to conduct in-depth, data-backed research and compare AI tools using verified user reviews before making a purchasing decision.

• Pros: Extensive and detailed AI categories, data-driven rankings, and a large volume of authentic user feedback.

• Cons: Sponsored results can influence initial visibility, and the quality of individual reviews can sometimes be inconsistent.

• Website: https://www.g2.com

3. Capterra

Similar to G2, Capterra serves as a comprehensive online marketplace for software, helping small businesses navigate the complex world of AI tools. It offers an extensive directory where you can discover, compare, and select software tailored to your specific needs, supported by a vast library of verified user reviews and practical buyer guides. This makes it an essential resource when searching for the best AI tools for small business, as it grounds your research in real user experiences rather than just marketing claims.

Capterra’s platform excels at simplifying the comparison process. It organizes AI and machine learning software into intuitive categories, allowing you to filter options by key features, pricing models, and deployment types. The site provides clear transparency about which listings are sponsored, and its focus on the practical needs of small to medium-sized businesses ensures the shortlists and comparison tools are genuinely useful for making a final purchasing decision.

How to Use Capterra Effectively

Leverage the platform’s powerful filters to narrow down the hundreds of AI listings to a manageable shortlist. Pay close attention to the "Verified Insights" and detailed buyer guides, which provide deeper context on a tool's capabilities. When comparing your top choices, use Capterra’s side-by-side comparison feature to get a clear, organized view of how different AI tools stack up against one another in terms of features and pricing.

• Best For: Small business owners who need a straightforward way to create shortlists and compare AI software using practical filters and user reviews.

• Pros: Clear transparency on sponsored listings, robust filtering options, and helpful comparison tools designed specifically for SMBs.

• Cons: Sponsored placements can appear prominently, and some newer or more niche AI tools may have a limited number of user reviews.

• Website: https://www.capterra.com/artificial-intelligence-software/

4. GetApp

For small business owners who need to quickly identify top-performing software, GetApp provides a focused and efficient research experience. As part of the Gartner Digital Markets network, it offers a robust platform for discovering and comparing business apps, with a dedicated section for AI tools. GetApp simplifies the search process by highlighting "Category Leaders" based on user ratings, integrations, mobile app availability, and security.

Its standout feature is the small-business filter, which helps you immediately surface the best AI tools for small business needs, cutting through enterprise-level solutions that may be too complex or expensive. The platform presents clear feature comparison matrices and pricing information, allowing for rapid side-by-side evaluations. This makes it an ideal starting point if you want a high-level overview of the top players in a specific AI niche before diving into deeper research.

How to Use GetApp Effectively

Start by selecting the AI software category you're interested in, then immediately apply the small-business filter to tailor the results. Use the "Compare" feature to select up to four products and view a detailed breakdown of their features, pricing models, and target audience. While GetApp's scoring system is helpful, always dig into the individual user reviews to understand the context behind the ratings and identify recurring themes.

• Best For: Small business owners who want a fast, high-level way to identify and compare top-rated AI tools tailored to their specific business size and needs.

• Pros: Strong small-business filters, highlights "Category Leaders" for quick insights, and provides clear feature and pricing comparison tools.

• Cons: Sponsored placements can influence visibility in listings, and some of the broader AI categories require additional filtering to find niche solutions.

• Website: https://www.getapp.com/emerging-technology-software/artificial-intelligence/

5. Product Hunt

While some tools help you manage your business, others help you discover the next big thing. Product Hunt is a daily launchpad where the newest AI tools for small business make their debut. It’s less of a marketplace and more of a community-driven discovery engine, making it an essential resource for founders and marketers who want to stay ahead of the curve. Here, you can find emerging AI products before they become mainstream, often with introductory deals from the creators.

Product Hunt's core value is its real-time feed of innovation. Founders launch their tools, and the community votes, comments, and provides instant feedback. This creates a transparent environment where you can gauge a new tool’s potential and see how it’s being received by early adopters. The platform features curated collections and leaderboards, which are perfect for spotting trends and identifying the most talked-about AI solutions in categories from productivity to design automation.

How to Use Product Hunt Effectively

Check the "Product of the Day" and weekly leaderboards to quickly find top-rated tools. Dive into the comment sections on a product’s page to read genuine first impressions and ask questions directly to the founders. Remember that many tools are in their early stages, so while they may be innovative, they might lack the polish of established platforms. Use it for inspiration and to find niche solutions that larger marketplaces might overlook.

• Best For: Tech-savvy small business owners and marketers looking to discover and test cutting-edge AI tools as soon as they launch.

• Pros: Early access to innovative and emerging AI tools, direct community feedback and discussions, and great for spotting industry trends.

• Cons: The quality and stability of brand-new tools can vary widely, and it has limited long-term review depth compared to enterprise marketplaces.

• Website: https://www.producthunt.com

6. AppSumo

For small businesses eager to leverage the best AI tools without breaking the bank, AppSumo is an essential destination. It’s a digital marketplace that specializes in offering lifetime deals (LTDs) and heavily discounted software, including a vast array of emerging AI applications. This platform allows you to experiment with premium AI tools for content creation, SEO, automation, and more at a fraction of their standard subscription cost, making cutting-edge technology highly accessible.

What makes AppSumo unique is its focus on one-time payments for lifetime access. Instead of committing to another monthly fee, you can acquire powerful tools outright. The platform also fosters a strong community, with detailed user reviews and a Q&A section on each deal page where you can ask the software developers direct questions. This community feedback, combined with editor-curated collections, helps you discover and vet tools that fit your specific business needs.

How to Use AppSumo Effectively

To maximize your experience, sign up for their newsletter to get notified of new AI deals as they launch, since the best offers can sell out quickly. Always read the user reviews and Q&A section thoroughly to understand a tool's current capabilities and potential limitations. Take full advantage of the generous 60-day money-back guarantee, which allows you to test a tool risk-free and ensure it delivers real value before you fully commit.

• Best For: Budget-conscious small businesses and startups looking to acquire premium AI software through lifetime deals and affordably experiment with new technologies.

• Pros: Access to significant discounts and lifetime licenses on AI tools, risk-free experimentation with a 60-day refund policy, and active community reviews.

• Cons: Deals are time-sensitive and can disappear, and some newer tools on the platform may have less mature feature sets or uncertain long-term support.

• Website: https://appsumo.com

7. Google Workspace Marketplace

For small businesses already embedded in the Google ecosystem, extending your capabilities with AI doesn't require adopting an entirely new suite of tools. The Google Workspace Marketplace is the official app store for add-ons that integrate directly into Gmail, Docs, Sheets, and Slides. This makes it one of the best AI tools for small business teams looking to enhance their existing workflows with AI-powered features without leaving their native environment.

The marketplace is a treasure trove of AI add-ons for writing, data analysis, presentation generation, and workflow automation. Because these tools are built for Workspace, they inherit its security model and offer a familiar user interface. From AI email assistants in Gmail to sophisticated data parsers in Sheets, the platform allows you to find and install powerful enhancements with a single click, often managed centrally by your domain administrator for seamless team deployment.

How to Use Google Workspace Marketplace Effectively

To maximize the marketplace, start by searching for your primary pain points, such as "AI writer for Docs" or "data analysis for Sheets." Pay close attention to user reviews and the number of installs to gauge an app's quality and popularity. Many add-ons offer free tiers or trials, so you can test their functionality directly within your Google apps before committing to a paid subscription, which is often handled separately from your Workspace plan.

• Best For: Small businesses and teams that operate primarily within Google Workspace and want to add native AI functionality directly into their existing apps like Docs, Sheets, and Gmail.

• Pros: Seamless, native integration with the Google Workspace UI and security model, and many applications provide free tiers to trial before purchasing.

• Cons: The quality of apps can be inconsistent, and newer listings may have few reviews. Some advanced features might require both a paid Workspace plan and a separate add-on subscription.

• Website: https://workspace.google.com/marketplace

8. Microsoft Marketplace for Small & Medium Business

For small businesses already integrated into the Microsoft ecosystem, finding the right AI tools can be simplified by starting with a trusted source. The Microsoft Marketplace for Small & Medium Business is a curated hub of vetted applications and AI agents designed to work seamlessly with products like Microsoft 365, Teams, and the Power Platform. This approach removes the guesswork, ensuring that the tools you adopt are secure, compliant, and pre-configured for your existing workflows.

The primary advantage of the marketplace is its focus on streamlined procurement and management. You can find collections of apps specifically tailored to SMB needs, access free trials, and consolidate billing through your existing Microsoft account. This integration is a key reason it’s one of the best sources for AI tools for small business teams who prioritize security and easy administration over a vast, open-market selection. It provides a secure sandbox for experimenting with AI capabilities without complex vendor onboarding.

How to Use the Microsoft Marketplace Effectively

Leverage the curated collections, such as "AI-powered apps" or industry-specific bundles, to quickly find relevant tools. Pay close attention to the publisher details and reviews to gauge the tool's reputation and support quality. Before committing, take full advantage of the free trial periods to confirm that the app’s integration with your specific Microsoft services (like Teams or Outlook) meets your team's practical needs and doesn't disrupt established processes.

• Best For: Small businesses heavily invested in the Microsoft 365 ecosystem looking for vetted, secure, and easily managed AI integrations.

• Pros: Trustworthy vetting with enterprise-grade security controls, simplified purchasing and lifecycle management, and seamless integration with existing Microsoft tools.

• Cons: The best selection is for Microsoft-centric stacks, and some listings may prioritize enterprise-tier pricing over options for micro-businesses.

• Website: https://www.microsoft.com/en-us/marketplace/small-medium-business

9. Shopify App Store

For e-commerce small businesses, finding the best AI tools often means looking within your existing ecosystem. The Shopify App Store is a centralized marketplace specifically designed for Shopify merchants, offering a massive collection of AI-powered applications that integrate directly into your store's operations. This eliminates compatibility issues and allows tools to leverage your product, customer, and sales data for maximum impact.

The App Store’s strength is its commerce-centric focus, with curated AI collections for marketing, customer support, and store management. You can find everything from AI product description generators and SEO optimizers to intelligent chatbots and automated fraud detection systems. Each app listing includes detailed descriptions, pricing tiers, and verified reviews from other merchants, providing a reliable foundation for your research.

How to Use the Shopify App Store Effectively

Start by exploring the "Made for you" or categorized AI sections to discover relevant tools. Always check the user reviews, paying close attention to feedback from businesses of a similar size or industry. Take advantage of free trials to test an app's functionality and its impact on your workflow before committing. While AI tools are powerful, don't overlook the potential of the best Shopify apps to increase sales and enhance customer experience without hurting your brand.

• Best For: E-commerce businesses on the Shopify platform looking for tightly integrated AI tools to automate marketing, sales, and customer service tasks.

• Pros: Seamless integration with store data, merchant-centric AI categories, and user reviews tailored to specific e-commerce challenges.

• Cons: Monthly subscription costs for multiple apps can accumulate quickly, and the tools are purpose-built for Shopify with limited utility outside that ecosystem.

• Website: https://apps.shopify.com

10. Zapier

While many of the best AI tools for small business operate in silos, Zapier acts as the essential connective tissue. It's an automation platform that allows you to integrate AI capabilities directly into the thousands of apps you already use every day. Instead of manually moving data from an AI tool to your CRM or project manager, Zapier builds "Zaps" that automate these workflows, making AI a practical part of your existing processes rather than another isolated platform.

Zapier’s strength is its massive ecosystem of over 8,000 integrated apps, combined with its own native AI features like AI steps, chatbots, and agents. This allows a small business to, for example, automatically analyze customer feedback from a survey using an AI step, then create a task in Asana and send a Slack notification without writing a single line of code. The platform essentially democratizes AI implementation, making powerful automation accessible to non-technical users.

How to Use Zapier Effectively

Start by exploring the pre-built templates for common AI use cases, such as summarizing emails or generating social media content from blog posts. Use the "AI Tools" app directory to discover new AI services you can connect. When building Zaps, leverage the built-in AI steps for simple tasks like text formatting or data extraction. For more complex needs, you can integrate specialized AI tools like OpenAI or Anthropic directly into your multi-step workflows.

• Best For: Small businesses aiming to embed AI functionalities directly into their current software stack and automate cross-app workflows without needing developers.

• Pros: Connects AI to over 8,000 existing business tools, no-code interface makes powerful automation accessible, and a free tier is available for getting started.

• Cons: Complex multi-step automations and high task volumes can become costly on premium plans, and managing numerous Zaps requires administrative oversight.

• Website: https://zapier.com/apps/ai-tools

11. HubSpot App Marketplace

For small businesses already invested in the HubSpot ecosystem, the HubSpot App Marketplace is a vital resource for extending functionality with AI. It’s more than just an app store; it’s a curated collection of integrations, complemented by HubSpot’s native Breeze AI Assistant, designed to enhance your existing marketing, sales, and service workflows. This makes it one of the best AI tools for small business owners who want to centralize their tech stack.

Instead of patching together disparate systems, you can find AI-powered solutions that seamlessly connect with your HubSpot CRM. The marketplace features apps with detailed listings, pricing information, and data-flow explanations to help you make informed purchasing decisions. With a rapidly expanding selection of AI agents and assistants, it’s built to help you automate customer support, content creation, and prospecting directly within the platform you already use. This level of integration is a core component of effective marketing automation for small businesses.

How to Use HubSpot App Marketplace Effectively

Start by identifying gaps in your current go-to-market workflow. Are you spending too much time on lead qualification or content ideation? Use the marketplace search and filter functions to find AI apps that address these specific pain points. Pay close attention to user reviews and the "Data & Permissions" section for each app to understand how it will interact with your HubSpot data. Leverage demos and free trials whenever possible to ensure an app is a good fit before committing.

• Best For: Small businesses standardized on the HubSpot CRM that want to enhance their marketing, sales, and service operations with tightly integrated AI tools.

• Pros: Strong fit for go-to-market workflows, ongoing AI investments signal a growing ecosystem, and seamless integration with existing HubSpot data.

• Cons: The best value is for organizations already using HubSpot products, and advanced AI agent features may require higher-tier HubSpot subscriptions.

• Website: https://ecosystem.hubspot.com/marketplace/apps

12. Futurepedia

When starting your search for the best AI tools for small business, the sheer number of options can be dizzying. Futurepedia is an extensive, independent AI tools directory that acts as a discovery engine, cataloging thousands of AI applications across hundreds of specific categories. It provides a broad, high-level view of the entire AI landscape, making it an excellent starting point for initial research and brainstorming.

Unlike a marketplace, Futurepedia is a comprehensive aggregator that helps you identify potential solutions you may not have known existed. The platform is regularly updated with new and trending tools, ensuring you have access to the latest innovations. It’s particularly useful for discovering niche AI tools tailored to specific business functions, from automating social media visuals to streamlining data analysis.

How to Use Futurepedia Effectively

Start by browsing categories relevant to your business needs, such as "Marketing" or "Productivity." Use the search and filter functions to narrow down options based on your specific use case. While the directory is free to use, remember that it is a referral site; the depth of information on each listing can vary, and you will be directed to the vendor's website to complete any purchase.

• Best For: Small business owners in the early research phase looking to discover a wide range of AI tools and shortlist potential solutions based on their specific business needs.

• Pros: Massive directory with thousands of tools across numerous categories, regular updates with new and trending AI, and a great resource for initial discovery.

• Cons: The depth and quality of individual tool listings can be inconsistent, and it’s a directory, not a transactional marketplace with user reviews.

• Website: https://www.futurepedia.io

Top 12 AI Resource Comparison for Small Business

Product	Core features	Quality (UX)	Value / Price	Target audience	Unique selling point
Postbae 🏆	Autonomous visual content creation, carousels & infographics, no prompts needed, full editing control	★★★★☆	💰 Starts at $30/mo	👥 SMBs, social media managers, agencies, creators	✨ Completely automates the creation of professional, authority-building visual posts
G2	Verified reviews, category taxonomy, Grid reports, side‑by‑side comparisons	★★★★☆	💰 Free to browse; vendor pricing listed	👥 SMB buyers, researchers	✨ Large verified review dataset & data‑driven rankings
Capterra	Buyer guides, robust filters, 1,000+ AI listings	★★★★☆	💰 Free for buyers; sponsored callouts	👥 SMBs seeking practical shortlists	✨ Buyer guides + transparent sponsored disclosures
GetApp	Category Leaders scoring, SMB filter, feature matrices	★★★★☆	💰 Free listings; pricing callouts on pages	👥 SMBs looking for top‑rated SMB tools	✨ SMB‑focused filters + clear feature/pricing comparisons
Product Hunt	Daily launches, community reviews, direct vendor links	★★★☆☆	💰 Free discovery; vendor pricing on pages	👥 Early adopters, founders, product scouts	✨ Early access to trending & emerging tools
AppSumo	Limited‑time promos, lifetime deals, refunds/Q&A windows	★★★☆☆	💰 Deal‑driven, budget‑friendly offers	👥 SMBs experimenting affordably	✨ Affordable lifetime deals for low‑risk trials
Google Workspace Marketplace	AI add‑ons for Gmail/Docs/Sheets/Slides; Gemini integrations	★★★★☆	💰 Many free tiers; some paid add‑ons	👥 Teams using Google Workspace	✨ Native integration & one‑click install tied to Google accounts
Microsoft Marketplace (SMB)	SMB app collections, trials, consolidated procurement	★★★★☆	💰 Trials + consolidated billing options	👥 Microsoft‑centric SMBs	✨ Enterprise‑grade security & streamlined procurement
Shopify App Store	Curated commerce AI apps, pricing tiers, store integrations	★★★★☆	💰 Mostly subscription‑based; costs can add up	👥 E‑commerce merchants on Shopify	✨ Tight integration with store data & workflows
Zapier	AI hub + no‑code automations, Agents, 8,000+ app integrations	★★★★☆	💰 Free tier; premium for heavy automation	👥 SMBs automating workflows without devs	✨ Connects AI to existing stacks with no code
HubSpot App Marketplace	App listings, Breeze AI Assistant & Agents, demos	★★★★☆	💰 Varies by HubSpot tier; some free apps	👥 SMBs standardized on HubSpot CRM	✨ Native GTM workflows + built‑in AI assistants
Futurepedia	Large AI directory, implementation guides, courses	★★★★☆	💰 Free discovery; non‑transactional links	👥 Researchers, implementers, learners	✨ Extensive catalog + educational resources

Choosing the Right AI Partner for Your Business

Navigating the expansive landscape of AI can feel overwhelming, but integrating these powerful technologies is no longer a futuristic concept; it's a present-day necessity for competitive small businesses. Throughout this guide, we've explored a diverse range of platforms and tools, from discovery marketplaces like G2 and Capterra to integration powerhouses like Zapier. Each serves a unique purpose, helping you find, connect, and leverage technology to reclaim your most valuable asset: time.

The central theme is clear: AI is not about replacing the human element that makes your business unique. Instead, it’s about augmenting your team's capabilities, automating repetitive tasks, and empowering you to focus on strategic growth, customer relationships, and innovation. The best ai tools for small business are those that seamlessly integrate into your workflow, solve a specific, persistent problem, and deliver a tangible return on investment.

Key Takeaways for Your AI Journey

As you reflect on the tools covered, from comprehensive marketplaces to specialized solutions, several key principles emerge. First, the most effective AI adoption strategy starts with a clear understanding of your most significant operational bottlenecks. Are you spending countless hours on manual data entry? Is content creation consuming your entire marketing budget? Pinpointing these pain points is the critical first step.

Second, implementation should be gradual. Avoid the temptation to overhaul your entire operation overnight. Start with one or two tools that address your most pressing needs. For instance, if generating consistent, high-quality visual content for social media is a constant struggle, a dedicated solution like Postbae offers an immediate and impactful solution by automating the entire creative process. Once you’ve mastered one tool and can measure its impact, you can confidently expand your AI toolkit.

How to Select the Right Tools for Your Needs

Choosing the right AI partner requires a strategic approach. Before committing to a new subscription, consider the following framework to guide your decision-making process:

• Problem-Solution Fit: Does the tool directly solve a core problem you face daily? A vague promise of "increased productivity" is less valuable than a concrete solution like "automates the creation of 15 visual social media posts per month."

• Ease of Implementation: How much time and technical expertise are required to get started? The ideal tools for small businesses offer intuitive interfaces and require minimal setup, allowing you to see value almost immediately without a steep learning curve.

• Scalability and Growth: Consider your future needs. Will this tool be able to grow with your business? Look for solutions with flexible pricing tiers and a roadmap for future features that align with your long-term goals.

• Integration Capabilities: How well does the tool play with your existing software stack? A solution that integrates with platforms you already use, such as your CRM or project management software, will create a more unified and efficient workflow.

Final Thoughts on Embracing an AI-Powered Future

The journey to finding the best ai tools for small business is an ongoing process of discovery and adaptation. The platforms and applications available today are more accessible, affordable, and powerful than ever before. By starting small, focusing on your biggest challenges, and strategically selecting tools that act as true partners, you can unlock new levels of efficiency and creativity. The future of small business is intelligent, automated, and deeply connected, and with the right AI support, you are perfectly positioned to lead the way.

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