advergame noun [C]
UK /ˈæd.və.ɡeɪm/ US /ˈæd.vɚ.ɡeɪm/
an advertisement that takes the form of a video game

Disney is sprinkling a new kind of playable ad across Hulu and ESPN. The new ad format, called “advergames,” will let you interact with the ads using your remote. You might see two different advergames to start: Quiz Show and Beat the Clock.
[theverge.com, 14 June 2024]

SoLoMo noun [U]
UK /ˈsəʊ.ləʊ.məʊ/ US /ˈsoʊ.loʊ.moʊ/
abbreviation for social, local, and mobile: a marketing strategy where information and offers about local companies and services are sent to people on social media or to their mobile phones

SoLoMo is not just a marketing buzzword, but a powerful strategy that can help businesses connect with consumers more effectively in today’s digital world. Harnessing the combined power of social media, local targeting and mobile marketing can give businesses a competitive edge and help drive growth.
[mailrelay.com, 20 November 2024]

GEO noun [U]
UK /ˌdʒiː.iːˈəʊ/ US /ˌdʒiː.iːˈoʊ/
the practice of creating content that search engines using AI can understand

Are you familiar with the term “generative engine optimization,” or GEO? Although relatively new, this acronym may become 2025’s biggest marketing buzzword. Here’s why: Gemini, ChatGPT and other large language models play an increasingly important role in search, and GEO is the process of optimizing online content to influence them.
[forbes.com, 31 January 2025]

About new words

mirror life noun [U]
UK /ˈmɪr.ə ˌlaɪf/ US /ˈmɪr.ɚ ˌlaɪf/
a form of life based on molecules whose structure is the reverse of those found in life on Earth

Efforts to create ‘mirror life’ – life whose building blocks have the opposite handedness to life on Earth – should be halted, an international group of experts has recommended. While the ability to create such lifeforms is likely many years away, the researchers say that work towards making them should be stopped until there is ‘compelling evidence’ that they won’t cause harm.
[chemistryworld.com, 18 December 2024]

electric plastic noun [U]
UK /ɪˌlek.trɪk ˈplæs.tɪk/ US /ɪˌlek.trɪk ˈplæs.tɪk/
a type of plastic that can conduct electricity

Finding ways to connect the human body to technology could have broad applications in health and entertainment. A new “electric plastic” could make self-powered wearables, real-time neural interfaces, and medical implants that merge with our bodies a reality.
[singularityhub.com, 25 October 2025]

jelly battery noun [C]
UK /ˈdʒel.i ˌbæt.ər.i/ US /ˈdʒel.i ˌbæt̬.ɚ.i/
a type of battery that is soft and stretchy because it is made of a gel-like substance

Researchers from our department have developed soft, stretchable ‘jelly batteries’ that could be used for wearable devices or soft robotics, or even implanted in the brain to deliver drugs or treat conditions such as epilepsy. The self-healing jelly batteries can stretch to over ten times their original length without affecting their conductivity – the first time that such stretchability and conductivity has been combined in a single material.
[ch.cam.ac.uk, 17 July 2024]

About new words

DeFi noun [U]
/ˈdiːˌfaɪ/
abbreviation of deregulated finance: a financial system that uses cryptocurrency, rather than traditional banks, to allow people and companies to buy and sell products and services from each other

The traditional banking system is difficult to access for unbanked and underbanked populations around the world, often due to geographic, economic and documentation barriers. DeFi makes financial services available to anyone with an internet connection and a digital wallet.
[forbes.com, 25 September 2024]

intention economy noun [U]
UK /ɪnˈten.ʃən iˌkɒn.ə.mi/ US /ɪnˈten.ʃən iˌkɑː.nə.mi/
a system in which AI learns what people are likely to want to buy or do in the future, with companies using the information to create corresponding products and services

In other words, in the intention economy, companies will learn what you think about and what motivates you in order to predict what you may do in any given situation. They will then sell that information to others who can benefit from knowing your future actions before you make them. The way intention economy companies will collect such precious data — your very thoughts, behaviors, and their evolution over time — is by your use of their LLM-powered AI chatbots.
[fastcompany.com, 25 January 2025]

wealthtech noun [U]
/ˈwelθtek/
the use of technology to help people manage, and increase, the money they have invested

The demand for transformational financial services capabilities will drive growth of more than $6 billion in the global wealthtech solutions market, according to a new report. Wealthtech solutions typically work with robo-advisors, digital platforms, and fintech applications, enabling them to provide low cost and efficient personalized investment advice, automated portfolio management, and streamlined financial planning.
[investmentnews.com, 4 September 2024]

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snackle box noun [C]
UK /ˈsnæk.ᵊl bɒks/ US /ˈsnæk.ᵊl bɑːks/
a box, designed to look like a box for fishing tackle, where each compartment contains a different snack food

Snackle boxes, compartmentalized snack packs meant to resemble fishing gear, are the hottest novelty capturing the imagination of weary travelers all over the internet. While you could purchase a pre-made snackle box from a variety of companies getting in on the trend, making your own ensures all of the food inside is a personal favorite.
[yahoo.com/lifestyle, 24 September 2024]

chaos cake noun [C]
UK /ˈkeɪ.ɒs ˌkeɪk/ US /ˈkeɪ.ɑːs ˌkeɪk/
a cake that is decorated in a very unusual and artistic way

Chaos cakes are exactly what they sound like — cakes that are decorated with no rhyme or reason, or cakes that are totally out of the realm of “normal” decoration. The super realistic “is it cake?” trend may have come and gone. Now cakes are not only definitely cake but they’re also fascinating to look at in an entirely different way.
[sheknows.com, 5 December 2024]

window diner noun [C]
UK /ˈwɪn.dəʊ ˌdaɪ.nəʳ/ US /ˈwɪn.doʊ ˌdaɪ.nɚ/
someone who goes to eat in a restaurant and orders very little, or nothing, to eat and drink

A chef has served up a fiery restaurant row after hitting out at “window diners” who only order tap water and share courses. Speaking about his experience, Mr Corcoran said on social media: “Little sharing plates have ruined dining … it is now apparently completely normal to book a table for 4 people say and then order one starter and two mains to share and a glass of tap water.”
[independent.co.uk, 13 November 2024]

About new words

alonement space noun [C]
UK /əˈləʊn.mənt ˌspeɪs/ US /əˈloʊn.mənt ˌspeɪs/
a designated area in an office where an employee can go to work in silence and privacy, without being distracted by their colleagues

Employers should also be thinking about providing “alonement spaces” in the office, where people, used to working in peace and quiet at home, can go off and work without distractions, says the Deel Market Lead. “It’s like having your own mini-fortress of solitude without leaving the office,” he explains.
[howto.stuff.co.uk, 19 January 2025]

EX noun [U]
/ˌiːˈeks/
abbreviation for ’employee experience’: the time an employee spends working for a company, from their initial job application to when they leave, and how it makes them feel

A positive employee experience has more to do with human experiences than it does structural processes. Organizations that focus on the human element of EX are better positioned to build and foster a more meaningful workplace experience across the organization and the employee journey.
[wellright.com, 12 June 2024]

naked quitting noun [U]
UK /ˌneɪ.kɪd ˈkwɪt.ɪŋ/ US /ˌneɪ.kɪd ˈkwɪt̬.ɪŋ/
leaving a job without having another job to go to

Naked quitting is essentially telling your boss to shove it without having another gig lined up. It’s like jumping out of a plane without a parachute, except instead of plummeting to your doom, you’re free-falling into unemployment. Young Chinese workers, fed up with relentless workloads and diminishing returns, coined the term “naked quitting” on social media, and it spread faster than office gossip.
[pedestrian.tv, 23 August 2024]

About new words

mattress run noun [C]
/ˈmæt.rəs ˌrʌn/
the activity of booking and paying for a hotel room you don’t need to allow you to earn points or rewards on its loyalty programme

A mattress run aims to rack up loyalty points and their subsequent rewards, or to reach a hotel chain’s elite member status more quickly. When conducting a mattress run, the hotel “guest” might not even go to or stay in the room. Pulling off the travel trend simply requires checking in and checking out of the reservation so you reap the benefits.
[travelnoire.com, 27 December 2024]

green stay noun [C]
UK /ˌgriːn ˈsteɪ/ US /ˈgriːn ˌsteɪ/
a stay in a hotel that actively tries to minimize its environmental impact, for example by reducing waste and conserving water

Just a few minutes’ walk from the station is Hotel Florence Nice, one of the first hotels to gain the European Ecolabel. It’s a great place for a green stay – don’t miss the honey that’s produced from the hotel’s 3 rooftop hives where thousands of bees produce an average of 40kg of honey a year!
[greentraveller.co.uk, 4 January 2025]

Hotel of Mum and Dad noun [S]
UK /həʊˌtel əv ˌmʌm ən ˈdæd/ US /hoʊˌtel əv ˌmɑːm ən ˈdæd/
a humorous way of referring to parents whose adult children still live in the family home, often for financial reasons

The Bank of Mum and Dad is becoming the Hotel of Mum and Dad, new research reveals, with the housing crisis leading to a rise in young adults living with their parents. The proportion of 25- to 34-year-olds residing with their parents has increased by more than a third in just under two decades, according to the Institute for Fiscal Studies in its “Hotel of Mum and Dad?” report.
[thetimes.com, 11 January 2025]

About new words

artificial superintelligence noun [U]
UK /ˌɑː.tɪˌfɪʃ.ᵊl ˌsuː.pər.ɪnˈtel.ɪ.dʒᵊns/ US /ˌɑːr.t̬əˌfɪʃ.ᵊl ˌsuː.pɚ.ɪnˈtel.ə.dʒᵊns/
a type of artificial intelligence that is much more intelligent than any human and can think, act, learn etc. independently and beyond the abilities of people

Artificial superintelligence (ASI) is a hypothetical software-based system with intellectual powers beyond those of humans across a comprehensive range of categories and fields of endeavor. An ASI system has yet to exist and is only currently theoretical. To be considered ASI, a model would need to excel beyond human ability at a range of tasks at a very high level.
[techtarget.com. 7 January 2025]

XAI noun [U]
/ˌeks.eɪˈɑɪ/
a type of artificial intelligence designed to make its decisions and processes easier for humans to understand

Sometimes, how AI reaches its output is ambiguous. In certain cases, it’s actually impossible to understand (maybe even for those who designed the AI program). So, how can we trust AI-produced accurate results if we cannot see the reasoning behind it? Explainable AI, otherwise known as XAI, aims to create transparency in this opaque aspect of AI.
[thedecisionlab.com, 10 June 2024]

agentic AI noun [U]
UK /eɪˌdʒen.tɪk eɪˈɑɪ/ US /eɪˌdʒen.t̬ɪk eɪˈɑɪ/
a type of artificial intelligence that can make decisions and take actions without the need for human input

While previous AI assistants were rules-based and had limited ability to act independently, agentic AI will be empowered to do more on our behalf. But what, exactly, is agentic AI? “You can define agentic AI with one word: proactiveness,” said Enver Cetin, an AI expert … “It refers to AI systems and models that can act autonomously to achieve goals without the need for constant human guidance.”
[hbr.org, 12 December 2024]

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