Jargon Buster

This is commercial marketing that uses an environmental theme to promote products, services, or corporate public images. While this can be rooted in generating genuine positive action, there can be a risk of greenwashing (see below) if claims aren’t backed up by real evidence. Sustainable marketing is a similar concept to green marketing, but focused on being both environmentally and socially sustainable.

Also referred to as ‘green sheen’, greenwashing is a form of advertising or marketing spin in which PR and marketing are used to persuade the public that an organisation's products, aims and policies are environmentally friendly when they’re not.

A term used to measure the size of an audience reached by a specific media vehicle or schedule. In the DOOH landscape, GRP means the total number of impressions delivered, expressed as a percentage of a market population. One rating point represents impressions equal to 1% of the market population. In the calculation of GRPs, total impressions must first be reduced to the in-market impressions of individuals who live in the defined market and are part of that market’s population base. A frequently referenced term with GRPs is Target Rating Points (TRPs), which is the sum of the ratings generated by a segment may be called Target Audience GRPs or more simply TRPs Acronym: GRP.

The process of connecting an AI model to reliable, up-to-date information so its answers are based on real data rather than just what it learned during training. It helps make AI responses more accurate, relevant, and trustworthy. 
 
A retailer connects an AI assistant to its live product catalogue and pricing, so recommendations reflect current availability and offers. 

RAG is one technique used to achieve grounding, see more here.

Rules and safeguards that control how an AI system behaves to ensure its outputs are safe, accurate, and appropriate.  

A brand sets guardrails in an AI tool to ensure it only uses approved messaging, avoids risky claims, and stays consistent with brand tone.

Instances where a Generative AI model generates output that is not grounded in its input data, i.e., it "makes things up". This is particularly common in tasks like text generation from large language models, where the model might generate plausible sounding but incorrect or nonsensical information.

A technology that tracks the location of a user’s hand in an AR/VR experience in order to bring more control to the experience and create more realistic avatars.

Notifications that an email has not being delivered to the intended recipient which are generated as a result of messages being sent to invalid, closed or nonexistent email accounts

A technology that communicates the location of the user’s head in the space to the software. Head tracking allows the software to update what the user sees based on where the user’s head is. An accelerometer is needed to conduct head tracking. This technology is widely used in AR headsets and VR headsets.