AI

Artificial Intelligence: computer systems that are trained to respond with ‘intelligence’ to tasks.

IRL

In real life; in this context referring to physical, live experiences.

Anamorphic billboards

Creating the effect of 3D billboards to trick the eye and appear to be extending out of the billboard.

Faux OOH

Often also referred to as CGI OOH (Out-of-Home) this is augmented digital content overlaid onto a seemingly real physical environment to make it seem as if it happened for ‘real’; even though it only exists as digital content.

Generative AI

Artificial intelligence that has been trained on large amounts of content (written, visual, moving image) in order to generate ‘new’ content in response to more complex tasks it is set. This spans LLMs (large language models, such as ChatGPT and Gemini), to Chatbots to Virtual Assistants/Humans/Virtual influencers

IVL

In virtual life - a play on IRL, to cover virtual experiences and virtual worlds or realities.

Spatial computing

Uses spatial data to create immersive and interactive worlds (this is the tech that’s powering XR/AR/VR).

Mixed Reality

Blends the real world with the virtual world.

TR

Through reality: converged experiences and activations that cross physical, digital and virtual.

The Metaverse

3D immersive and interactive experiences, often gamified, normally experienced through an avatar (your digital persona) where you can explore, play, interact, buy digital goods.

URL

In this context, referring to digital; URLs are the web addresses for digital content on the internet.

Web3

The next evolution of the internet: immersive, 3D, social, gamified, decentralised (not owned solely by Big Tech companies) and community and creator driven.

Virtual words

These can be built on the blockchain (across Metaverse platforms, such as Decentraland, Spatial, Sandbox), or on web-based/enabled Games, such as Roblox, Minecraft, Fortnite or stand-alone, such as virtual stores.

XR

Extended reality: Encompasses all immersive technology, including VR, AR and creating fully immersive virtual worlds.