Every industry develops shorthand. Marketing has turned shorthand into an Olympic sport. Apparently, nothing can simply be useful anymore. It has to be disruptive, AI-first, hyper-personalised, frictionless, data-driven and part of an omnichannel growth ecosystem.
Some of these terms have legitimate meanings. The problem begins when impressive language is used instead of an actual explanation.
“AI-first” is not a strategy
AI-first can mean anything from intelligently automating repetitive work to letting a chatbot write the entire campaign and hoping for the best. If someone proposes an AI-first strategy, ask what the AI will do, what humans will approve and which measurable result should improve.
If the answer is another collection of buzzwords, you have your answer.
“Disruptive” is usually just different
A new colour palette is not disrupting an industry. Neither is posting a funny reel. Genuine disruption changes how value is created, delivered or captured. Most businesses do not need disruption. They need reliable work, relevant ideas and better results.
“Authenticity” has become strangely artificial
Few words have suffered more from marketing. Brands are told to be authentic, then given a meticulously scripted “spontaneous” video with six approvals. Authenticity does not require shaky footage or a founder pretending to cry on camera. It requires a believable voice, consistent behaviour and promises the business can keep.
“Omnichannel” does not mean everywhere
There is a practical idea behind the word: a connected customer experience across relevant touchpoints. But publishing the same creative on six platforms is not an omnichannel strategy. Nor is being present where your customers do not spend time.
The sensible question is whether channels work together to help someone discover, evaluate and buy – not how many logos fit on a slide.
“Growth hacking” still needs economics
A clever referral mechanic can be useful. A landing-page experiment can be valuable. But if a so-called growth hack produces cheap leads that never become customers, it is not growth. It is activity wearing a hoodie.
The same applies to “engagement,” “virality,” “community” and “personalisation.” Each can matter. None automatically equals revenue or loyalty.
A five-question anti-jargon test
Before approving a proposal, ask: What exactly will we do? Who is it for? Why should it work? What will it cost, including production time? How will we know if it worked?
A good strategist should be able to answer all five in ordinary language. Specialist terminology can then add precision rather than hide its absence.
The bottom line
We are not campaigning against technical vocabulary. We are campaigning against nonsense. Clear language is not less sophisticated; it is usually evidence that someone understands the subject well enough to explain it. In 2026, clarity might be the most refreshing marketing trend of all.