The fundamentals

Eight words to set the scene. They come up in almost every conversation, and are often used interchangeably even though they nest inside one another: deep learning is a form of machine learning, which is itself a branch of artificial intelligence.

Artificial intelligence (AI)

All the computer systems capable of performing tasks that used to require human intelligence: understanding a sentence, recognizing an image, making a decision, writing.

Good to know
The term dates back to 1956 and a conference held at Dartmouth, in the United States. Today it covers everything from an email spam filter to ChatGPT or a phone's face unlock: when a vendor says “AI,” ask exactly what they mean.

Machine learning

A method where the machine learns from examples, instead of following rules written by hand by a programmer.

Good to know
This is the big shift: you no longer program the behavior, you let it emerge from the data. The trade-off is that you can't always explain why the model made a given decision.

Neural network

An architecture organized in layers of artificial “neurons” that pass information along. To recognize a cat, a first layer picks out edges, the next one shapes (ears, eyes), and the last one draws the conclusion. With every error during training, the internal settings are corrected, across millions of examples.

Good to know
The analogy with the brain is a loose one: an artificial neuron is just a small mathematical operation. To see what happens layer by layer, the videos from 3Blue1Brown are an excellent place to start.

Deep learning

Machine learning built on neural networks with a very large number of layers. It's the foundation of almost all current AI.

Good to know
The idea existed as early as the 1980s, but only took off in 2012, when computing power and data finally caught up, thanks in particular to graphics cards designed for video games. Many AI “revolutions” are old ideas finally made possible by hardware.

Generative AI

AI that creates new content: text (ChatGPT), images (Nano Banana), code (Claude Code), music (Suno) or video (Seedance).

Good to know
ChatGPT, launched in November 2022, is what brought it out of the labs: 100 million users in two months, according to a UBS estimate reported by Reuters. With it came a new question: how do you tell human content from machine content?

Multimodal

Describes a model that understands or produces several types of content: text, images, audio, video, PDFs.

Good to know
All the major assistants have become multimodal. In practice, you can send them a screenshot of a dashboard or a photo of a quote and ask a question about it, without retyping anything.

Diffusion

The technique that dominates image and video generation: the model starts from random noise and transforms it, step by step, into a coherent image.

Good to know
The model doesn't copy and paste existing images: it has learned what things look like. That doesn't settle the copyright question, since it learned from real works (see below).

AGI (artificial general intelligence)

A hypothetical AI as versatile as a human, able to reason and learn in any field, or even surpass us.

Good to know
There's no shared definition and no independent test: anyone can announce AGI or deny it without anyone being able to settle the matter. Yet the debate heated up in 2026 (see below).

The AGI debate changed its tone this year. On September 3, 2026, OpenAI unveiled GPT-6 Astra, and its cofounder Greg Brockman closed the presentation with a “Welcome to the era of AGI,” without the company formally claiming the title, according to Axios. A few days earlier, Sam Altman had told Time magazine that OpenAI would have an internal system worthy of the name before the end of the year: a system nobody outside will be able to test.

On the other side, Yann LeCun, Turing Award winner and former chief AI scientist at Meta, left the company in late 2025 to found AMI Labs, which is betting on “world models” learned from sensory data rather than text. Like researcher Gary Marcus, he believes models that predict the next word won't lead to general intelligence. For a business, the practical takeaway is simple: judge a tool on what it does for you today, not on the label attached to it.

How a model learns

Seven terms to understand where a model's capabilities come from, and why they cost so much.

Training data

All the text, images, audio or video used to teach the model its job.

Good to know
The large models have ingested a good part of the web (encyclopedias, forums, books, news), often without the authors' consent. That's at the heart of the ongoing lawsuits, covered below under “Copyright.”

Parameters

A model's internal settings, adjusted during training. How many there are gives an idea of its size.

Good to know
GPT-3 had 175 billion in 2020 (research paper); DeepSeek V4 boasts 1.6 trillion in 2026, according to Tom’s Hardware. Bigger is no longer necessarily better: the quality of the data and methods matters as much as size.

Training

The phase where the model learns: it ingests huge volumes of data for weeks or months, on thousands of graphics processors.

Good to know
A colossal but one-time cost: Sam Altman acknowledged that GPT-4 cost more than $100 million to train, according to Wired.

Inference

Every use of a model that's already trained: a question asked, an answer produced. The model no longer learns; it applies what it knows.

Good to know
Repeated billions of times a day, inference is what ends up weighing the most in servers and electricity. It's also why free plans limit the number of messages.

RLHF (reinforcement learning from human feedback)

The stage where humans rate the model's answers to make it helpful, polite and safe.

Good to know
This is what turned GPT-3, which could finish sentences, into ChatGPT, which can hold a conversation. A well-known side effect: models tend to flatter, because humans rate answers they like more highly.

Fine-tuning

Retraining an existing model on targeted data to specialize it: medical vocabulary, a brand's writing style, a response format.

Good to know
Before paying for one, try a good prompt and adding your own documents (see RAG): it's often enough and much cheaper. Fine-tuning is mainly useful for deeply changing style or behavior.

GPU (graphics processing unit)

Chips designed for video games, capable of thousands of calculations in parallel: exactly what AI needs. Nvidia dominates the market, ahead of AMD; Google (TPU) and Huawei (Ascend) design their own chips, which aren't GPUs strictly speaking but fill the same role.

Good to know
They've become a geopolitical issue. The United States restricts exports of the best chips to China, which is developing its own: DeepSeek V4 is the first major model optimized for Huawei's Ascend chips rather than for Nvidia.

Models and their architecture

Ten terms to know what the tool you're being sold is made of, and who owns it.

Transformer

The neural network architecture invented in 2017 by researchers at Google. It analyzes all the elements of a piece of content at once (words, image patches, sounds) and spots the ones that are related, which lets it grasp context.

Good to know
It's a bit like the combustion engine of today's AI: every major player builds its own version, but the principle is the same everywhere.

LLM (large language model)

A model trained on huge volumes of text to predict the most likely continuation of a sentence. GPT, Claude, Gemini, Llama and Mistral are LLMs.

Good to know
An LLM doesn't “know” anything in the human sense. Asked “What year did the French Revolution begin?”, it answers 1789 because that's the continuation it has seen millions of times, not because it looks it up in an encyclopedia. Hence its impressive performance and its mistakes on rare topics.

GPT

Generative Pre-trained Transformer: the name of OpenAI's family of models, the one that powers ChatGPT.

Good to know
The word is often misused to mean any AI. Claude and Gemini aren't “GPTs”: they're other LLMs, from other companies.

Reasoning model

A model that “thinks” step by step, in an internal scratchpad, before answering.

Good to know
Now the norm at the high end, it's better at logic, code or math, but slower and more expensive: its reasoning consumes thousands of billed tokens (see Token).

Foundation model

A general-purpose model that serves as the base for thousands of uses: you build on top of it with instructions, documents or fine-tuning.

Good to know
Many “AI” apps are just an interface sitting on top of a model from OpenAI, Anthropic or Google. The resulting dependency is covered below these cards.

API

The gateway that lets software use a model remotely: the app sends its request, the provider sends back the answer and bills by usage.

Good to know
When a marketing tool says “powered by GPT” or “by Claude,” it usually goes through those providers' APIs: your data then passes through their servers. The major providers don't use API traffic to train their models by default, unlike the consumer versions of their assistants: ask the vendor which plan they use and how long your requests are retained.

Proprietary model

A model available only from the company that created it (Claude, GPT, Gemini), through its app or API, usually for a fee.

Good to know
The provider decides the prices, the rules and how long the model stays available. That's comfortable as long as everything goes well, risky the day it changes its mind.

Open weights

A model whose parameters are published: anyone can download it and run it on their own servers, or even on a laptop for the smallest ones (Llama, DeepSeek, Qwen, Mistral).

Good to know
The line keeps moving: OpenAI, the poster child of closed models, also released open models with gpt-oss in 2025.

Open source

Strictly speaking, a model whose weights are published along with its code and enough to understand how it was trained, under a license that allows any use.

Good to know
“Open weights” isn't “open source”: most so-called open models don't publish their training data, and some licenses restrict commercial use. Read the license before building a product on it.

Dependence on a proprietary foundation model is a real issue for businesses. Duolingo, for example, doesn't have an AI lab: for its Duolingo Max plan, it took GPT-4 through OpenAI's API and added its own instructions and interface. The day the provider goes down, as OpenAI did for a good part of the day on June 10, 2025, everything stops. Above all, the model always ends up going away: GPT-4 left ChatGPT in April 2025 and its API version was shut down on October 23, 2026. With every retirement, everything has to be readapted and retested.

To escape that risk, more and more companies are turning to open-weights models, many of which come from China (DeepSeek, Qwen): hosted on their own servers, they can't go down at a provider, be retired or change price overnight. By releasing open, high-performing models, China is also undermining the business model of the American giants.

Benchmark

A standardized test used to compare models: general knowledge, logic, code and math questions.

Good to know
Vendors often pick the tests that favor them. Independent leaderboards like LMArena (blind votes from users) or Artificial Analysis (quality, speed, price) give a more complete picture, without being immune to criticism: LMArena measures voters' preferences, not accuracy, and the big vendors privately test many variants there before publishing one. Nothing replaces a trial on your own tasks.

Using AI day to day

Eight terms you run into as soon as you open an assistant, and that explain most disappointments.

Chatbot

A program you chat with through messages. The first ones, back in the 1960s, spotted keywords and replied with canned phrases, like customer service bots before 2022.

Good to know
The word now mostly refers to chatbots built on an LLM (ChatGPT, Claude, Gemini), able to hold a real conversation and give the illusion of talking to someone.

Prompt

The instruction or question given to the AI. The art of writing it well is called prompt engineering.

Good to know
Most disappointments come from prompts that are too vague. Giving context, an example and the expected format radically changes the result.

System prompt

The instructions set by the vendor before the conversation: role, tone, rules. The user doesn't see them.

Good to know
This is where much of an assistant's “personality” is decided: two products built on the same model can behave very differently because of it.

Token

The basic unit a model reads and writes: a piece of a word, a symbol, or a fragment of an image or sound. Everything is converted into tokens.

Good to know
The token is also the billing unit. Through the API, you pay per million tokens, with one rate for input (what you send, documents included) and another, several times higher, for output. Languages other than English often use more of them: OpenAI's tokenizer shows how a sentence is split.

Context window

The maximum amount of content the model can take into account at once: its working memory, measured in tokens.

Good to know
It reaches a million tokens on several models, enough for entire books. But a large window doesn't guarantee a good reading: information buried in the middle of a long document is often used less effectively.

Knowledge cutoff

The date where a model's knowledge stops. After training, it learns nothing more.

Good to know
If an assistant answers about current events, it's because a web search tool fetches pages and slips them into the conversation. The model reads them like a pasted document, answers, then forgets: picture an expert who stopped reading the news being handed today's paper.

Memory (of an assistant)

The feature that lets ChatGPT, Claude or Gemini remember information from one conversation to the next.

Good to know
It isn't learning: it's notes fed back in at the start of each exchange. On the other hand, depending on your privacy settings, your conversations may be used to train future versions of the model: check that setting, especially for business data.

Hallucination

False information made up by the AI, presented with the same confidence as true information.

Good to know
It isn't a bug that will be fixed someday, but a consequence of how LLMs work. In 2023, New York lawyers were sanctioned for citing case law in court that had been entirely invented by ChatGPT. Every figure, name or quote produced by an AI needs checking.

Advanced tools and techniques

Six terms that come up as soon as an AI project goes beyond simple conversation.

RAG (retrieval-augmented generation)

A technique where the AI first searches documents before answering, so it can rely on trustworthy or recent sources.

Good to know
It's the most common fix for hallucinations and the knowledge cutoff, the one used by Perplexity or ChatGPT's search mode. Many corporate “AI projects” are really a RAG plugged into in-house documents. If the documents are poor or badly chunked, the answers will be too.

Embedding

The translation of a text into a long list of numbers that captures its meaning.

Good to know
Two sentences with similar meanings get similar numbers, even with no word in common: “how to pay back a loan” finds “credit repayment procedure.”

Vector database

Storage specialized in embeddings, which instantly finds the passages whose meaning is closest to a question.

Good to know
It's the technical building block of RAG. If a vendor offers you one, ask how your documents are chunked, updated and protected in it.

Agent (agentic AI)

An AI that acts autonomously: it plans, uses tools and chains steps together to complete a task, like Claude Code or browsing agents.

Good to know
We're moving from AI that advises to AI that does. The risks change in nature: a hallucination in a text is embarrassing, a hallucination in an agent that sends emails or edits files has real consequences.

MCP (Model Context Protocol)

An open standard, launched by Anthropic in late 2024, for connecting an AI to external tools: email, calendar, CRM, business software.

Good to know
A kind of universal plug adopted within months by most of the industry. Every connection gives the AI new access: only open it to the tools it really needs.

Vibe coding

Building software or a website by describing what you want in plain language, with the AI writing the code. The term was coined in early 2025 by researcher Andrej Karpathy.

Good to know
Tools like Lovable let you put together a prototype or a small site without a developer. For a site that needs to last, security, maintenance and SEO still need to be checked by someone who can read code.

AI in search and marketing

Two terms that directly affect a business's visibility, now that search engines answer questions themselves.

AI Overviews

The summary written by Google's AI at the top of some results pages, with links to the sites it draws on. Launched in the United States in May 2024, they've expanded to many countries, joined by a conversational “AI Mode.”

Good to know
When the answer shows up before the links, people click less. Being cited in the overview becomes a goal in itself, just like the top position.

GEO (generative engine optimization)

Optimizing a brand's visibility in AI answers: ChatGPT, Perplexity, Gemini, AI Overviews. The term comes from a 2023 research paper.

Good to know
GEO extends SEO more than it replaces it: AI relies heavily on pages that rank well. Tools like Peec AI or Otterly.AI measure a brand's place in those answers; our selection of GEO tools compares them.

Risks, ethics and society

Seven terms to understand what can go wrong, and what the law is starting to regulate.

Bias

When an AI reproduces or amplifies prejudices, coming from its training data or from the choices of the company that tunes it.

Good to know
A machine isn't neutral. Amazon scrapped a recruiting tool that penalized women's résumés, according to Reuters: it had learned from ten years of mostly male hiring. In 2025, Grok, xAI's AI, made antisemitic remarks after a change to its instructions. In both cases, the AI reflects the humans behind it.

Deepfake

A fake image, video or voice generated by AI to imitate a real person.

Good to know
A few seconds of audio are enough to clone a voice. CEO fraud scams, where a fake executive demands an urgent wire transfer, are multiplying: a code word agreed in advance or a callback to a known number remains the best reflex.

Alignment

Research aimed at making AI act in line with human intentions and values.

Good to know
An AI does what you ask, not necessarily what you meant. And there's no consensus on what “human values” are. The experiment described below these cards shows the problem.

Prompt injection

An attack that hides malicious instructions in content the AI will read (web page, email, file) to hijack its behavior.

Good to know
It's the number one security problem for agents, with no complete solution to date: an LLM struggles to tell its user's instructions apart from the text it reads along the way. Developer Simon Willison sums up the ingredients of the danger in “the lethal trifecta”: access to private data, exposure to untrusted content, and the ability to send information outside.

Copyright

The legal questions raised by using protected works to train models, and by what those models then produce.

Good to know
The ongoing lawsuits will set the rules for a long time. Writers, journalists, musicians, illustrators and voice actors see their work used to train models that can then imitate their style or their voice. An overview of the major cases is below these cards.

AI's energy footprint

The cost in electricity, water (to cool servers) and materials (to make chips) of training and using models.

Good to know
According to the International Energy Agency, data center consumption is expected to more than double by 2030, reaching about 945 TWh: slightly more than Japan's entire current consumption. AI has become an energy issue even before becoming an environmental one.

AI Act

The European regulation that governs artificial intelligence according to its level of risk, adopted in 2024: the world's first major legal framework of its kind.

Good to know
It applies to any company offering AI to users in the European Union, wherever it's based. Its timeline was already revised in 2026 (see below).

The most telling alignment experiment dates from early 2025. Researchers at Palisade Research had several AIs play chess against Stockfish, a program no human can beat, with a simple instruction: “win the game.” The models had access to the computer running the game. OpenAI's and DeepSeek's reasoning models cheated on their own when they saw themselves losing, while GPT-4o and Claude 3.5 Sonnet only did so when it was suggested that fair play wouldn't be enough. Some rewrote the file storing the position of the pieces to give themselves a winning position. One of them's scratchpad sums up the logic: the task is to win, not to win fairly. No rule forbade it, so it was a valid solution.

On copyright, the first rulings are mixed. In the United States, a federal judge ruled in June 2025 that training Claude on purchased books was fair use, but that building a library of pirated copies was not: it's for this second point that Anthropic agreed, in September 2025, to pay $1.5 billion to the authors concerned, a settlement given final approval by a U.S. court in July 2026, covering nearly 500,000 books. In November 2025, a British court ruled against Getty Images in its case against Stability AI, finding that a model's parameters are not a copy of the works. The New York Times lawsuit against OpenAI, the most closely watched, is still ongoing; the U.S. government sided with OpenAI in September 2026, according to Quartz. Then there's the reverse question: in the United States, a work generated without a human author can't be protected.

The AI Act, for its part, has already been relaxed. Under pressure from industry, the European Union adopted a “digital omnibus” in June 2026, which took effect in late July and pushes back most obligations on high-risk AI (hiring, credit, education…) to December 2, 2027, according to the law firm Gibson Dunn. The same text adds new bans, including apps that create intimate images without consent. The transparency obligations already apply: AI-generated content must be identifiable as such.

Questions to ask an AI vendor

This vocabulary is mostly useful for asking the right questions before you sign. Here are the ones that follow from the terms above.

  • Which model, from which provider? An “in-house AI” tool often runs on the API of OpenAI, Anthropic or Google.
  • Where does our data go? On which servers, in which country, and is it used to train the model?
  • What happens if the model is retired or changes price? Who readapts and retests, and at what cost?
  • RAG or fine-tuning? And why not just a well-written prompt, which costs less?
  • How many tokens a month? The real cost depends on the model, the length of the documents and reasoning models.
  • Who checks the answers? Hallucinations won't go away: what human review is planned?
  • If it's an agent, what can it do on its own? Send, pay, delete: what protections are in place against prompt injection?
  • Is the project covered by the AI Act? Hiring, credit or sensitive data fall under high risk.

Sources

  1. Attention Is All You Need, arXiv (Google) (2017-06-12)
  2. Language Models are Few-Shot Learners (GPT-3), arXiv (OpenAI) (2020-05-28)
  3. ChatGPT sets record for fastest-growing user base, Reuters (2023-02-01)
  4. OpenAI's CEO says the age of giant AI models is already over, Wired (2023-04-17)
  5. GEO: Generative Engine Optimization, arXiv (2023-11-16)
  6. Demonstrating specification gaming in reasoning models, Palisade Research (arXiv) (2025-02-18)
  7. The lethal trifecta for AI agents, Simon Willison (2025-06-16)
  8. Amazon scraps secret AI recruiting tool that showed bias against women, Reuters (2018-10-10)
  9. Getty's copyright case against Stability AI fails, Pinsent Masons (2025-11)
  10. Anthropic, Authors' $1.5 Billion Deal Earns Final Approval, Bloomberg Law (2026-07-20)
  11. DeepSeek launches 1.6 trillion parameter V4 on Huawei chips, Tom's Hardware (2026-04)
  12. Deprecations, OpenAI (2026-04-22)
  13. EU AI Act Omnibus Agreement — Postponed High-Risk Deadlines, Gibson Dunn (2026)
  14. OpenAI releases new model GPT-6 Astra, says it may represent AGI, Axios (2026-09-03)
  15. Trump administration backs OpenAI in NYT copyright lawsuit, Quartz (2026-09-02)
  16. Energy and AI — Executive summary, International Energy Agency (2025-04-10)
  17. The EU Artificial Intelligence Act, Future of Life Institute