The lexicon of marketing and advertising assisted by artificial intelligence: 24 notions to better decide

Article prepared with artificial intelligence assistance. The sources and method are indicated in the text.

How to use this lexicon

The words of marketing and artificial intelligence can cover very different services. This lexicon offers work definitions to read a brief, question a provider or prepare a balance sheet. Terms do not constitute a certification or a common standard for all platforms. When a decision depends on a specific function, one must consult its documentation and current conditions.

Brief

A decision document that specifies the problem, the public, the promise, the constraints and the expected result. A brief is more useful when it allows to compare proposals and identify missing information.

Insight

Interpretation of an observation that helps to understand behaviour and formulate an idea. A convincing intuition or phrase does not become a documented insight without the elements to discuss it.

Positioning

The position that the brand chooses to occupy for an audience and in a competitive context. It links a difference to a relevant expectation; it is not reduced to a signature or a style preference.

Promise

The main benefit that the communication requires the public to understand, must be supported by evidence and must remain consistent with the service or product actually offered.

Evidence

The evidence supporting an assertion is: document, verifiable feature, location or authorized case. Its value depends on the question, its source and scope, not only its presence in a presentation.

Prompt

A useful prompt specifies the task, resources and criteria; it does not guarantee the accuracy or quality of the result alone.

IA generative

Family of systems producing texts, images, sounds or videos from entries. Their production must be examined according to the project: likelihood, accuracy, consistency and possibilities of recovery are not equivalent.

Agent IA

A system that can sequence steps or use tools to pursue a goal within a defined scope. The term covers different offers; it is necessary to ask what actions are possible, authorized and controlled.

RAG

An approach that combines a resource search with a response generation. It can improve access to a documentary resource, without ensuring that any information found will be interpreted or used correctly.

Hallucination

A generated response that presents as credible incorrect or unsubstantiated information. In a communication work, names, numbers, citations and references must be brought closer to appropriate sources.

Artistic direction

A set of choices that organizes the visual expression of an idea. It links intent, composition, brand signs and variations; it remains necessary when a tool accelerates the production of proposals.

Craft

Quality of manufacture for an intention: typography, assembly, rhythm, sound or detail of execution. An impeccable finish is not enough if it does not reinforce the understanding and singularity of the idea.

Creative system

Rules and resources allowing an idea to work in multiple formats. It specifies what remains stable, what can vary and how an adaptation keeps the brand promise.

Location

Adapting to a linguistic, cultural and practical context. It can concern formats, dates, currencies, references, paths and uses; it therefore exceeds the text's only translation.

Transcreation

Creative reformulation work to keep a message's intent in another context. Its scope and criteria must be agreed to distinguish between freedom of expression and change of promise.

ROAS

The relationship between an allocated income and an advertising expenditure according to defined rules. It must not be automatically assimilated to the income or additional income caused by the campaign.

Attribution

Method that distributes credit to contact points according to a model and a perimeter. Two systems can give different readings; their rules must be examined before the results are reconciled.

Incrementality

The approach to estimating the additional effect of an action on a scenario without this action depends on the device, assumptions and quality of the data available.

MMM

Marketing Mix Modelling: a modeling approach linking results to several factors within a defined perimeter. It requires assumptions and a reading of uncertainties; it does not replace any other measurement method.

CTV

Connected TV: reception and broadcast context that links the TV screen with connected services. Formats, inventories and measurement possibilities depend on the offers; they must be checked for the project market.

First-party data

Data collected directly in the relations and activities of an organisation. Their use requires a suitable scope, quality and conditions; the term does not constitute a general authorization to activate.

SEO

Work on the accessibility, understanding and usefulness of a site for research. The quality of content, technical structure and links play complementary roles; no special position is guaranteed.

GEO and AEO

Terms used for visibility approaches in the generic environments and responses. They cover a variety of practices: the claimant must specify his deliverables, his compliance protocol and the limits of his conclusions.

Brand safety and followability

The first concept refers to the protection of the mark in the face of problematic contexts; the second to the finer match between context and expectations of the mark. The criteria must be defined for the project.

The right question in a meeting

When a term seems to resolve a discussion too quickly, ask what it changes in practice in the project: what task, what deliverable, what proof and what responsibility? This reformulation allows to identify a definition disagreement before it becomes a production problem. Lexicon is an editorial resource of the Le Fils de Pub; It is used to deepen the notions, not to attribute all these definitions to a single institution.

Sources and method

• NIST, Generative AI Profile AI 600-1
• IAB, Cross-channel Measurement Decision Guide, draft submitted for comment on 20 October 2026
• W3C, localization and internationalization
• Google Search Central, AI features and websites

The recommendations and grids of this article are proposed by Le Fils de Pub. The constructed examples are indicated; the advertisements and results attributed to an organization remain those of this source. Article prepared with artificial intelligence assistance.