STRATEGY
The commercial terms: what synthetic media is, what slop costs you, how registers keep volume from turning into wallpaper, and how to budget any of it.
AI Act Article 50
The EU transparency provision, enforceable since 2 August 2026, requiring deployers of deepfake and synthetic-media systems to disclose that content is artificially generated.
AI Slop
Generated content produced at volume without editorial judgement, recognisable by its smoothness, its symmetry and its complete absence of a point of view.
Acceptance Rate
The proportion of generated outputs that survive review and ship, measured per shot type.
Answer Engine Optimisation
Structuring content so an AI assistant can quote it accurately, which mostly means answering the question in the first fifty words.
Aspect Ratio Matrix
The full grid of placements, ratios and durations a campaign has to deliver, decided at brief stage because it changes how frames are composed.
Call to Action
The single thing you want the audience to do next, stated once, in the place where they are most persuaded, wherever that falls.
Content Atomisation
Breaking one long piece into a set of claims and rebuilding each as a native asset for a different format.
Context Engineering
Deciding what a model sees for a given task, which is where the outcome is decided and the wording is not.
Cost Per Accepted Asset
The only generation metric that means anything: total spend divided by the number of assets that shipped.
Curiosity Gap
The discomfort produced by knowing that there is something specific you do not know, and the mechanism most hooks are built on.
Deliverable Specification
The exact list of files a client receives, with formats, resolutions, colour space, naming and who owns what afterwards.
Disclosure
Telling the audience that what they are looking at was made or materially altered by a generative model, in the place they will see it.
Entity Graph
The structured picture a search or answer engine builds of who you are and how you connect to places, people, services and topics.
Generative Engine Optimisation
Making a brand legible to generative systems as an entity: what it is, what it does, where it operates and what it can be cited for.
Hero Frame
The single image a campaign is built around and every other asset is judged against for tone and light, and for the colour it has to sit beside.
Hook
The opening moment of a piece, whose only job is to buy the next three seconds.
Logline
One sentence naming the protagonist, their goal, the opposition and what is at risk. The test of whether a story exists yet.
Narrative Transportation
The state in which an audience is absorbed enough in a story that they stop evaluating its claims, which is why stories persuade where arguments do not.
Opt-Out
A machine-readable signal that a work should not be used for model training, and a claim you should be able to honour on work you publish.
Previsualisation
Rough visual planning of shots before production, now cheap enough with generative tooling that skipping it takes some explaining.
Register
A deliberate visual dialect: a decision about lighting model, edge quality and how much the world is allowed to be wrong.
Retention Curve
The graph of how many viewers are still watching at each second, and the only editorial feedback in video that is not an opinion.
Run Log
The automatic record of what a pipeline did, what it cost and what happened at each gate, which is what makes a system auditable.
Scroll Stopper
The visual property of a piece that arrests a feed scroll before any of its content has been understood.
Substantiation
The evidence held to support a claim made in an advert, required regardless of how the advert was produced.
Synthetic Media
Any image, video, audio or text produced or materially altered by a generative model.
Synthetic UGC
Creator-style content (presenter to camera, phone-look, room lighting) produced with a trained identity and no booked creator.
Tone
The attitude a piece takes towards its own material, which the audience reads within seconds and uses to calibrate everything after.
Topical Authority
Being demonstrably thorough on a subject, across several pages, measured by coverage and depth.
Enough theory.
Bring us the launch and we will show you which of these terms is about to cost you a week.