At the dawn of 2025, the technological and societal landscape is being reshaped under the growing impact of artificial intelligence and a digital culture in profound mutation. The Times has just unveiled the major buzzwords that will mark this new era, not as ephemeral terms, but as reflections of the invisible and often conflicting dynamics that animate our daily lives. At the heart of these expressions, AI-washing, broligarchy, and vibe coding crystallize essential issues of transparency, power, and innovation.
While these words carry both promises and warnings, mastering them is essential to understand the stance of economic and political players facing this revolution. In a world where technology inevitably intertwines with ethical and societal questions, knowing how to decode these terms becomes an essential civic act. The buzzword 2025 no longer just dresses up marketing discourse: it challenges, provokes reflection, and outlines a critical horizon not to be overlooked.
- 1 AI-washing: the fool’s mirror of artificial intelligence
- 2 Broligarchy: when Silicon Valley becomes the new digital order
- 3 Vibe Coding: democratizing programming thanks to artificial intelligence
- 4 The challenges of transparency in technological communication
- 5 Decoding buzzwords 2025: between trends and technological realities
- 6 Digital culture and ethics: a necessary societal evolution
- 7 Measures and tools to counter AI-washing and regulate broligarchy
- 8 Future perspectives: beyond buzzwords, the need for responsible technology
AI-washing: the fool’s mirror of artificial intelligence
The term AI-washing refers to a insidious practice that has intensified over the past few years, consisting in presenting products or services as revolutionary thanks to the supposed integration of artificial intelligence, while the technical reality is much more mundane. This trend is the direct heir of greenwashing: just as some companies wrapped themselves in green to hide polluting practices, here, it is about disguising an inherited or manual technology as AI innovation.
In 2025, in a context where stock market valuation and the quest for differentiation prevail, many companies succumb to the temptation of slapping the AI label on their offerings to attract investors and consumers. Yet, sharper in its digital culture, the public becomes vigilant against this form of disinformation that threatens trust. Transparency is more demanded than ever, encouraging a distinction between a true machine learning algorithm and a mere predefined script or marketing manipulation.
For example, some start-ups offer recommendation solutions labeled as “intelligent,” while these rely on static rules. Others loudly display a predictive analytic system based on AI, but in truth, human operators validate the data instead of machines. This phenomenon leads not only to a dilution of the meaning of innovation but also compromises the technological credibility of an entire sector.
Market pressure acts as an accelerator of AI-washing, especially in high-visibility fields like health, finance, or digital marketing. Beyond reputational risk, this shortcut strategy generates consumer frustrations, who feel cheated by unmet promises. The renewed distrust is all the more critical as it influences public regulation policies, which today must combine innovation and responsibility.
This also implies educational issues: clearly explaining what an AI does, its limits, how it integrates into a tool or platform helps reduce the gap between commercial communication and technical reality. In this spirit, the fight against AI-washing involves certification labels, transparent technological audits, and educational communication that put humans back at the heart of this technology.
The rise of AI across all sectors thus calls for increased vigilance, a form of critical thinking essential not to confuse genuine innovation with marketing smoke and mirrors.
Broligarchy: when Silicon Valley becomes the new digital order
In 2025, the broligarchy has established itself as a key concept to describe a heavy political and social trend. This hybrid term, born from the fusion of bro (typical male fraternity of Silicon Valley) and oligarchy, designates a caste of technology billionaires whose power far exceeds the simple economic framework.
This digital elite, often perceived as a closed club of dominant male figures, holds the levers of control over key infrastructures of our daily lives: communication platforms, payment systems, news channels… These digital spaces, which have become pillars of modern democracy, are under their direct or indirect influence. The broligarchy is no longer just a social fact, it is a major source of tension between technological governance and political sovereignty.
For illustration, we can take the example of large tech companies which, by programmatic or other interventions, influence public opinion, manage algorithmic censorship, or even participate in orchestrating electoral campaigns. This concentration of digital power raises unprecedented questions: how to regulate these entities composed of hyperconnected giants? What place for transparency and accountability when essential societal decisions are made far from the eyes of the public and states?
The portrait of the broligarchy is also criticized for its lack of diversity and perceived arrogance. These are men often coming from the same educational background, sharing the codes of a virile and self-referential culture that leaves little room for inclusion. This contributes to a growing feeling of exclusion among citizens and raises debates around the relationship between innovation and social issues.
In this context, the debate intensifies around the need for strong regulation, decentralization of digital power, and democratization of technological tools. Initiatives are emerging to challenge this established order, notably through citizen movements, NGOs, and even governments claiming a more active role in structuring the digital landscape.
The term broligarchy thus acts as a mirror of systemic tensions between the disruptive emergence of technology and the preservation of democratic balances. In 2025, recognizing it is starting to prepare for the overhaul of the digital rules of the game.
Vibe Coding: democratizing programming thanks to artificial intelligence
Contrary to the anxiety-inducing terms, vibe coding embodies a positive and innovative trend that disrupts the foundations of classical programming. This technique uses generative artificial intelligence to allow anyone to design digital functionalities simply by expressing an intention, a vibe, rather than mastering complex languages like Python or C++.
Emerging as a true catalyst for innovation, vibe coding relies on automatic code generation models that translate natural language descriptions into functional scripts. Unlike traditional low-code or no-code tools, which often remain constrained to rigid graphical interfaces, vibe coding opens a more fluid and intuitive interaction shaped by conversational exchanges.
This revolution thus facilitates the emergence of creators from diverse backgrounds, who do not necessarily have deep technical skills but have strong ideas to implement. The consequence: programming opens up to increased diversity, enriching digital culture while accelerating the pace of innovations.
However, this evolution is not unanimous. Some experts warn of risks such as dilution of good development practices, loss of control over code quality, or the growing dependence on proprietary AI systems. Yet, vibe coding particularly symbolizes a new balance between humans and machines: the role of conductor always belongs to the one who gives the creative direction.
For example, in the multimedia creation sector, artists now design interactive applications without touching a line of code, simply through vocal interaction with an AI assistant. In SMEs, this method enables the rapid construction of personalized prototypes adapted to their needs without waiting for costly intervention from specialized developers.
This movement represents a broader trend toward technological democratization: everyone can now, in their own way, contribute to shaping the digital future, thus reinforcing the human dimension in this 2.0 era.
The challenges of transparency in technological communication
In 2025, the notion of transparency appears as a true foundation to restore trust in a context saturated with buzzwords and often exaggerated marketing promises. Facing the rise of AI-washing and the grip of broligarchy, communication around technology must be honest, clear, and educational.
It is no longer enough to merely claim a technical advance to convince. The consumer, more aware of the stakes, now demands tangible proof and detailed explanations. Companies must demonstrate not only what their AI systems really do, but also how and why they do it, which data are used, and what measures are in place to protect privacy and avoid biases.
Independent labels have emerged this year to certify the integrity of AI processes, accompanied by technical audit reports and ethical charters published by companies. For example, in the banking sector, institutions have begun to make public the operation of their chatbots and predictive analysis tools to reassure customers about security and fairness of decisions.
Moreover, this transparency fosters a virtuous dialogue between developers, users, and regulators, essential to anticipate possible abuses and adapt legal frameworks. Thus, at the European level, the new AI Trust Directive, which came into force at the beginning of 2026, imposes standardized communication of the characteristics of AI systems deployed in the market.
It is also observed that the fight against disinformation goes through this technological transparency. When consumers better understand the limits of artificial intelligence, they develop a critical view which reduces manipulation by false or misleading discourse.
In summary, transparency must not be seen as a constraint but as an indispensable lever to build a responsible and sustainable digital culture.
Decoding buzzwords 2025: between trends and technological realities
The buzzwords 2025 should not be seen only as fashionable words but as indicators of profound transformations shaking our connected society. These terms, whether AI-washing, broligarchy, or vibe coding, embody concrete issues that everyone must apprehend with discernment.
Here is an explanatory list of the most striking buzzwords to know:
- AI-washing: Marketing diversion of the notion of artificial intelligence to promote a product without real innovation.
- Broligarchy: Concentration of power within a male technological elite dominating digital infrastructures.
- Vibe coding: AI-assisted programming where it is enough to express an intention to generate code.
- Deepfake regulation: New standards aiming to control visual manipulations facilitated by AI.
- Data ethics: Ethics of data related to collection, processing, and exploitation of personal information.
- Quantum readiness: Preparation of infrastructures for the advent of quantum computing.
These expressions summarize the major tensions, opportunities, and challenges shaping today’s technological ecosystem. Knowing how to appropriate their definitions helps navigate a sometimes complex universe between promises of innovation and socio-political realities.
| Buzzword 2025 | Description | Main impact |
|---|---|---|
| AI-washing | Commercial practice exaggerating the use of AI | Loss of trust, disinformation |
| Broligarchy | Male oligarchy of tech giants | Concentration of digital power |
| Vibe coding | Programming by natural expression | Democratization of digital creation |
| Deepfake regulation | Standards against falsified images | Security and reliability |
| Data ethics | Ethical issues in data | Privacy protection |
| Quantum readiness | Preparation for quantum computing | Disruptive innovation |
This type of educational video content is essential to help professionals and consumers distinguish between genuine technological advances and superficial fashion effects. The analyses highlight how some players exaggerate their capabilities and divert AI language for purely commercial purposes.
Digital culture and ethics: a necessary societal evolution
The exponential growth of digital technologies, embodied by artificial intelligence, calls for a deep reflection on the ethical and societal dimension of this evolution. In 2025, collective awareness is awakening to the consequences of these transformations, notably those linked to disinformation and the risks of power concentration through the broligarchy.
Digital culture can no longer be reduced to mere technical mastery. It must integrate critical thinking towards dominant discourses and underlying mechanisms. For example, in schools, curricula have been revised to include modules on the social impact of AI, the dangers of AI-washing, and the fundamental principles of digital ethics.
Another important lever is the accountability of developers, leaders, and users around principles of transparency, data respect, and algorithm robustness. Companies are now encouraged to publish technological ethics reports as well as independent audits to strengthen trust and prevent abuses.
Some NGOs and citizen collectives multiply initiatives to raise public awareness about digital risks, as well as the understanding of 2025 buzzwords which now punctuate public debate. This exchange dynamic also helps build a more equitable digital society, where technology serves collective interests rather than private ambitions.
Measures and tools to counter AI-washing and regulate broligarchy
Faced with these major challenges, a number of concrete actions are being implemented to limit risks related to AI-washing and to regulate the excessive power of the broligarchy. These measures combine regulation, technological innovation, and civic mobilization.
At the legislative level, several countries have adopted binding standards requiring increased transparency on the real share of artificial intelligence integrated into a product or service. AI audits become mandatory, and penalties for false advertising more severe. Moreover, competition authorities closely scrutinize concentrations of digital power to prevent the formation of new monopolies.
At the technological level, open-source AI verification tools are developed to analyze and certify announced systems. These software programs help identify false AI applications, particularly useful in sensitive sectors such as health or finance. At the same time, collaborative platforms encourage information sharing among researchers, companies, and users.
Finally, civic mobilization is organizing through digital movements that denounce abusive practices and remind the importance of ethical governance of technology. These collectives also encourage popular education around buzzwords to make technological debate accessible to the widest audience.
This combination of efforts shows that the fight against AI-washing and the regulation of broligarchy is possible but requires constant vigilance and collective commitment.
Future perspectives: beyond buzzwords, the need for responsible technology
As the buzzwords 2025 continue to fuel discussions, it is crucial not to succumb to simplifications. Behind AI-washing, broligarchy, or vibe coding lie profound transformations that redefine our relationship with technology. For this evolution to be beneficial, emphasis must be placed on reasoned, ethical, and transparent use of artificial intelligence.
The next years promise to be a pivotal period where society will collectively decide on the rules of the technological game. Several paths are emerging: better technological training for all, the creation of independent control institutions, or the systematic integration of ethical criteria in AI product development.
In this respect, buzzwords are not mere fashions but markers guiding awareness and orienting political and economic debates. They invite maintaining a critical view and going beyond superficiality to build a digital future where humans keep control over their tools.
What is AI-washing?
AI-washing is a marketing practice that consists of exaggerating or falsifying the use of artificial intelligence in a product or service to impress or seduce. Often, it is a simple overstatement that hides a basic or manual technological functioning.
Why is the term broligarchy important in 2025?
Broligarchy highlights the concentration of power in the technology industry, particularly in the hands of a male elite. This phenomenon raises governance and control issues over essential digital infrastructures, impacting democracy.
How does vibe coding change programming?
Vibe coding makes programming accessible to all thanks to artificial intelligence that translates intentions or descriptions into functional code. This democratizes digital creation by freeing traditional technical barriers.
What are the risks of AI-washing for consumers?
The main risks include disinformation, loss of trust towards real AI technologies, as well as disappointments linked to unmet promises that can slow down the adoption of authentic innovative solutions.
What measures are taken to combat AI-washing?
Stricter regulations impose transparency on the real use of AI, accompanied by mandatory technical audits and sanctions in case of misleading advertising. Open-source technological tools are also developed to certify announced AI systems.
