If you're trying convey a certain message, it's *usually* better to stick to terms that are already used. For instance, it'll be harder to sell a "sugary stick" than a "lollipop", even if the product you're selling somehow differs from the traditional lollipop. It's because the common terms have higher [[Perceptual fluency]] and are more [[Transmissibility is the k-factor of ideas|transmissible]]. This means that in organizations, if higher-ups start pushing a certain agenda, you can reframe your agenda in the same terms that they do. And yes, if you're doing anything that has to do with the computer being smart in 2024, you should call it an AI agent. This isn't always true, you can also try to create a "new segment" in the marketplace of ideas, but just as it is in any marketplace, this is more difficult. #published 2025-01-24