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What Will Happen to Marketing in the Age of AI? | Jessica Apotheker | TED

Video vocabulary

day

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US / deɪ /

UK / de /

A1
  • noun
  • A period of 24 hours beginning at midnight
  • The period of time when it is light outside
  • Person's name

ever

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US / 'evə(r) /

UK / ˈɛvɚ /

A1
  • adverb
  • At any time; at all times in the future

consult

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US / kənˈsʌlt /

UK / kənˈsʌlt /

A2
  • verb
  • To ask the advice, opinion of a (paid) specialist
  • To discuss something to make a decision
  • To look at a book or map for information

skill

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US / skɪl /

UK / skɪl /

A2
  • noun
  • Ability to do something well

excel

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US / ɪkˈsel /

UK / ɪkˈsɛl /

B2
  • verb
  • To perform an activity better than others

feel

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US / fi:l /

UK / fil /

A1
  • verb
  • To be aware of or experience an emotion, sensation
  • To sense through direct contact; touch

market

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US / ˈmɑ:kɪt /

UK / ˈmɑ:rkɪt /

A1
  • noun
  • Need or demand for a particular product or service
  • Area or region where a certain product is sold
  • Public event where people sell goods on tables
  • Institution where stocks are bought and sold
  • verb
  • To publicize products to get you to buy; advertise

past

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US / pɑ:st /

UK / pæst /

A2
  • adjecitve
  • No longer current or new
  • adverb
  • So as to go beyond, or further than something
  • noun
  • Time that existed before now, e.g. long ago
  • preposition
  • After a particular time
  • At a later point in distance; beyond

plus

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US / plʌs /

UK / plʌs /

A2
  • noun
  • A benefit or advantage
  • preposition
  • In addition; add
  • In addition to; Indicates a number above
  • Having a value greater than zero

too

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US / tu: /

UK / tu /

A1
  • adverb
  • In addition, also; with emphasis
  • Say that something is more than you want

imagine

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US / ɪ'mædʒɪn /

UK / ɪˈmædʒɪn /

A1
  • verb
  • To think creatively about; form mental picture of

once

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US / wʌns /

UK / wʌns /

A1
  • adverb
  • One time; one instance
  • At a time in the past
  • conjunction
  • When; as soon as

age

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US / eɪdʒ /

UK / edʒ /

A1
  • verb
  • To keep food, wine for a long time to improve it
  • To get older
  • noun
  • Period of time in history
  • Number of years a person or thing has lived

compute

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US / kəm'pju:t /

UK / kəmˈpjut /

A1
  • verb
  • To find out by calculating or estimating

exactly

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US / ɪgˈzæktli /

UK / ɪɡˈzæktli /

A1
  • adverb
  • No more and no less than; precisely

powerpoint

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US / ˈpaʊəpɔɪnt /

UK / /

C2
  • noun
  • Software package to make presentations

originate

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US / ə'rɪdʒɪneɪt /

UK / əˈrɪdʒəˌnet /

A2
  • verb
  • To first come into existence
  • To create or start something

should

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US / ʃʊd /

UK / ʃʊd /

A1
  • other
  • Used to indicate what is proper or reasonable

already

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US / ɔ:lˈredi /

UK / ɔlˈrɛdi /

A1
  • adverb
  • Having happened or been done before this time

always

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US / 'ɔ:lweɪz /

UK / ˈɔlwez,-wɪz,-wiz /

A1
  • adverb
  • For a very long time
  • At all times; in every situation
  • For ever

many

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US / 'menɪ /

UK / ˈmɛni /

A1
  • determiner
  • Used to refer a large number of things

ourselves

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US / ɑ:ˈselvz /

UK / aʊrˈsɛlvz, ɑr- /

A2
  • pronoun
  • (Showing speaker is affected by their own action)

will

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US / wɪl /

UK / wɪl /

A1
  • noun
  • Desire or choice of someone
  • Document saying who gets your money when you die
  • Strong desire to do something; determination
  • Desire to do something; strong wish to do
  • other
  • Used with verbs to express the future
  • verb
  • To leave property to someone after your death
  • To use mental effort to make something happen
  • Am (is, are) likely to do
  • To influence someone to do something
  • To make something happen by strongly wanting it

team

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US / ti:m /

UK / tim /

A1
  • noun
  • Group of people working on a task together
  • Group of people playing a sport together

actually

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US / ˈæktʃuəli /

UK / ˈæktʃuəli /

A1
  • adverb
  • Used to add new (often different) information

chase

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US / tʃeɪs /

UK / tʃes /

A2
  • noun
  • Act of going after someone to catch them
  • other
  • To try very hard to get something that you want
  • verb
  • To go after with the intention of catching

digital

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US / ˈdɪdʒɪtl /

UK / ˈdɪdʒɪtl /

A1
  • adjecitve
  • Using electronic signals or computers

puzzle

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US / 'pʌzl /

UK / ˈpʌzəl /

A2
  • noun
  • Something challenging to explain or understand
  • Game requiring the player to find an answer
  • Game with many pieces, e.g. forming a picture
  • A problem requiring thought and skill to be solved
  • verb
  • To be a challenge to understand; confuse

use

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US / ju:s /

UK / ju:s /

A1
  • noun
  • Ability to employ something
  • Need to enable it to work
  • Permission to do something with something
  • Act of spending money
  • Operation of a machine for its function
  • verb
  • To have; to eat, drink, consume etc.
  • To need to operate or work
  • To operate a machine, e.g. a computer
  • To treat a person badly
  • To do something with, for a task or purpose

write

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US / raɪt /

UK / raɪt /

A1
  • verb
  • To compose letters and words on paper or a screen
  • To invent or create a computer program
  • To create a song or piece of music

flow

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US / fləʊ /

UK / flo /

A2
  • noun
  • Amount of something that moves through an area
  • verb
  • To move steadily and easily in a certain direction

reality

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US / rɪ'ælətɪ /

UK / riˈælɪti /

A2
  • noun
  • What is true, as opposed to what is imagined

true

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US / tru: /

UK / tru: /

A1
  • adjecitve
  • Agreeing with the facts; not false; real or actual

gender

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US / 'dʒendə(r) /

UK / ˈdʒɛndɚ /

B1
  • noun
  • State of being male or female

here

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US / hɪə(r) /

UK / hɪr /

A1
  • adverb
  • In this place; at this location, position or time

lose

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US / lu:z /

UK / luz /

A1
  • verb
  • To be unable to keep in check or control something
  • To decrease in value or quantity (e.g. weight)
  • To stop having certain qualities or abilities
  • To stop having or being entitled to
  • To fail to win something that is being contested
  • To be unable to find something you once had
  • To be dependent on someone (used with 'not')

new

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US / nju: /

UK / nu, nju /

A1
  • adjecitve
  • Not old, recently born, built or made
  • Being or doing something for the first time
  • Not felt, seen or known previously
  • Having been recently bought or obtained

performance

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US / pə'fɔ:məns /

UK / pɚˈfɔrməns /

A2
  • noun
  • Act of doing something
  • Activity done to entertain an audience

tool

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US / tu:l /

UK / tul /

A2
  • noun
  • Device used to make things, e.g. a hammer
  • verb
  • To provide a workshop with the right equipment

talent

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US / 'tælənt /

UK / ˈtælənt /

B1
  • noun
  • Natural ability of a person to do something well
  • Person with a strong natural ability in something

competitor

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US / kəmˈpetɪtə(r) /

UK / kəmˈpɛtɪtɚ /

B1
  • noun
  • Someone taking part in race, business, etc.

datum

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US / ˈdeɪtəm /

UK / ˈdetəm, ˈdætəm, ˈdɑtəm /

B1
  • noun
  • Item of factual information

initiative

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US / ɪ'nɪʃətɪv /

UK / ɪˈnɪʃətɪv /

B1
  • noun
  • Ability to come up with solutions by yourself
  • New plan or idea that is meant to fix a problem

percent

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US / pə'sent /

UK / pɚˈsɛnt /

A2
  • adverb
  • One one-hundredth of a whole; the symbol %

process

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US / prə'ses /

UK / ˈprɑsˌɛs, ˈproˌsɛs /

A2
  • noun
  • Dealing with official forms in the way required
  • Set of changes that occur slowly and naturally
  • verb
  • To organize and use data in a computer
  • To deal with official forms in the way required
  • To prepare by treating something in a certain way
  • To adopt a set of actions that produce a result
  • To convert by putting something through a machine

recently

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US / ˈri:sntli /

UK / 'risṇtlɪ /

A1
  • adverb
  • Just a while ago; not long ago

with

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US / wɪð /

UK / wɪð, wɪθ /

A1
  • preposition
  • As an employee of a certain company
  • Against something or someone
  • By using something as a means
  • Due to; because of
  • Including
  • Possessing as a feature
  • Related to
  • (Of the manner/attitude by which you do something)
  • Used to express that people or things are together

tech

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US / tek /

UK / tɛk /

A2
  • noun
  • Shortened form of 'technology' or 'technician'

competency

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US / ˈkɒmpɪtənsi /

UK / ˈkɑ:mpɪtənsi /

B2
  • noun
  • Ability to do in a fully satisfactory way

draw

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US / drɔ: /

UK / drɔ /

A1
  • noun
  • Something that attracts people to visit a place
  • A lottery or prize
  • Result of a game, contest where the score is equal
  • verb
  • To attract attention to someone or something
  • To get closer to or approach something or someone
  • To influence a person's involvement in something
  • To move an object by pulling
  • To create an image using pen or pencil and paper
  • To take one thing out of a container, etc.
  • (Of 2 teams) to finish a game with the same score

marketing

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US / ˈmɑ:kɪtɪŋ /

UK / ˈmɑ:rkɪtɪŋ /

B1
  • noun
  • The act of selling services or goods
  • verb
  • To publicize products to get you to buy; advertise

exist

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US / ɪɡ'zɪst /

UK / ɪɡˈzɪst /

A1
  • verb
  • To be present, alive or real

engineer

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US / ˌendʒɪ'nɪə(r) /

UK / ˌɛndʒəˈnɪr /

A2
  • noun
  • Someone whose job is designing machines, buildings
  • Someone whose job is to repair or maintain engines

analytic

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US / ˌænəˈlɪtɪk /

UK / ˌænəˈlɪtɪk /

B2
  • adjecitve
  • Of the process of detailed reasoning

economic

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US / ˌi:kəˈnɒmɪk /

UK / ˌɛkəˈnɑmɪk, ˌikə- /

A2
  • adjecitve
  • Concerning trade, industry, and money

hand

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US / hænd /

UK / hænd /

A1
  • noun
  • Cards given to a player in a card game
  • Piece of a clock that points to the time
  • Someone who performs physical tasks or work
  • Body part at the end of a person's arm
  • Help for someone performing a particular action
  • Condition of having power or influence
  • Member of the crew of a ship
  • verb
  • To give something to someone personally

next

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US / nekst /

UK / nɛkst /

A1
  • adverb
  • The one that follows another in time or order
  • At a time or place directly after the present one
  • noun
  • The one that follows after
  • adjecitve
  • Immediately after the previous one
  • First occurrence after the present one

mind

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US / maɪnd /

UK / maɪnd /

A1
  • noun
  • One's opinion or way of thinking about something
  • Part of humans that allows us to think or feel
  • verb
  • To be bothered or upset by something
  • To take care of someone e.g. as a bodyguard

scientist

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US / ˈsaɪəntɪst /

UK / ˈsaɪəntɪst /

A2
  • noun
  • Person who is trained in a science

document

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US / 'dɒkjʊmənt /

UK / ˈdɑkjəmənt /

A2
  • noun
  • Official (printed) record that gives information
  • verb
  • To support an opinion with recorded evidence

leisure

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US / ˈleʒə(r) /

UK / ˈli:ʒər /

B1
  • noun
  • Time when you have no work to do and can relax

negative

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US / 'neɡətɪv /

UK / ˈnɛɡətɪv /

A2
  • adjecitve
  • Being harmful, unwanted or unhelpful
  • In mathematics, being less than zero
  • Focusing on the bad aspects; pessimistic
  • noun
  • The opposite to a positive electrical charge
  • In grammar, containing words such as 'no' or 'not'
  • Reply to a question or statement that means 'no'
  • Image on camera film used to make a photo

see

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US / si: /

UK / si /

A1
  • verb
  • To go on a date with someone
  • To predict whether something is, or will be true
  • To understand what someone says
  • To use your eyes to look at something
  • To visit a place often for sightseeing or pleasure
  • To visit or meet with someone
  • To find out by waiting or looking
  • To watch (a game, movie or TV show)

rely

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US / rɪ'laɪ /

UK / rɪˈlaɪ /

B2
  • verb
  • Depend on with full trust or confidence

collective

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US / kəˈlektɪv /

UK / kəˈlɛktɪv /

A2
  • adjecitve
  • Formed by working together as a group
  • noun
  • Business owned or controlled by its workers

hundred

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US / 'hʌndrəd /

UK / ˈhʌndrɪd /

A1
  • number
  • 100

group

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US / ɡru:p /

UK / ɡrup /

A1
  • noun
  • Two or more musicians who play music together
  • Number of people or things gathered together
  • verb
  • To combine or collect objects or people together

model

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US / ˈmɒdl /

UK / ˈmɑ:dl /

A2
  • adjecitve
  • Being an excellent example of
  • noun
  • Person who wears fashion to show it to the public
  • A small scale copy of a full original
  • verb
  • To wear and display clothes at a fashion show
  • To make a small scale copy of a full original

protect

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US / prə'tekt /

UK / prəˈtɛkt /

A1
  • verb
  • To defend someone or something from harm or danger

traditionally

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US / trə'dɪʃənəlɪ /

UK / trə'dɪʃənəlɪ /

B2
  • adverb
  • Something done in a customary, traditional manner

world

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US / wɜ:ld /

UK / wɜrld /

A1
  • noun
  • All the humans, events, activities on the earth
  • Political division due to some kind of similarity

could

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US / kəd /

UK / kʊd /

A1
  • other
  • Past form of 'can' to mean have ability
  • Used to ask for something politely, or to offer

know

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US / nəʊ /

UK / noʊ /

A1
  • verb
  • To be familiar with a person or place, thing
  • To feel sure or be convinced about something
  • To discover or be aware of something
  • To be able to distinguish
  • To have knowledge of things

spreadsheet

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US / ˈspredʃi:t /

UK / ˈsprɛdˌʃit /

C2
  • noun
  • Computer file for performing calculations

wear

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US / weə(r) /

UK / wer /

A1
  • noun
  • Clothing designed for a purpose e.g. skiing
  • Damage from continual use over a long period
  • verb
  • To have clothes, glasses, shoes etc. on your body
  • To display an expression or emotion on the face
  • To become weaker or damaged from continued use

construction

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US / kən'strʌkʃn /

UK / kənˈstrʌkʃən /

A2
  • noun
  • Act of building something; thing that is built
  • Something that is made using different parts
  • The way words are organized in a sentence
  • The way something is made or structured

have

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US / həv /

UK / hæv /

A1
  • verb
  • To drink, smoke, eat or use something
  • To experience the effects of something
  • To organize an event, or join in an activity
  • To own, possess, or hold something
  • To cause to happen or produce a particular effect

part

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US / pɑ:t /

UK / pɑ:rt /

A1
  • adjecitve
  • To some degree; half; not fully
  • noun
  • Division of a book
  • Ratio of something, e.g. 3 of gin, 1 of tonic
  • A line in a person's hair, made with a comb
  • Character an actor plays on stage, movie, or TV
  • Some, but not all of a specific thing
  • Role in causing something to happen
  • verb
  • To make a line in a person's hair, by using a comb
  • To move two things apart creating a space
  • To leave someone, or to break off a relationship

six

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US / sɪks /

UK / sɪks /

A1
  • number
  • 6

also

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US / 'ɔ:lsəʊ /

UK / ˈɔlso /

A1
  • adverb
  • In addition; too; in a similar way

concretely

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US / 'kɒŋkri:tlɪ /

UK / 'kɒŋkri:tlɪ /

B1
  • adverb
  • In a practical or tangible way

identify

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US / aɪ'dentɪfaɪ /

UK / aɪˈdɛntəˌfaɪ /

B1
  • verb
  • To indicate who or what someone or something is

how

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US / haʊ /

UK / haʊ /

A1
  • adjecitve
  • To what degree? in what amount?
  • adverb
  • (Used to explain the way to do something)
  • exclamation
  • For what purpose or reason?
  • (Used to ask someone or something's condition)

slide

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US / slaɪd /

UK / slaɪd /

A2
  • noun
  • Part of machines that slides backward and forward
  • Reduction in amount, price, quality
  • Metal or plastic device, used to hold back hair
  • Piece of glass to view object on using microscope
  • Action of moving by means of sliding
  • Sudden unexpected fall of mud or rock down a hill
  • Small piece of film with a photo on it
  • A child's play apparatus in a park for sliding
  • A backless shoe with an open toe
  • A slip on something wet or slippery
  • verb
  • To pass or move smoothly and rapidly into or out
  • To grow increasingly worse over time
  • To move smoothly and rapidly over a surface
  • (Mud or rock) to fall down a hill
  • To secretly pass something into or out of
  • To slip on something wet or slippery

year

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US / jə: /

UK / jɪr /

A1
  • noun
  • Unit of time equal to 12 months or 365 or 366 days
  • Used to refer to the age of a person

you

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US / jʊ /

UK / ju /

A1
  • pronoun
  • Person someone is speaking or writing to
  • Person or people in general

big

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US / bɪɡ /

UK / bɪɡ /

A1
  • adjecitve
  • Popular
  • Serious
  • Large

creative

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US / krɪ'eɪtɪv /

UK / kriˈetɪv /

A2
  • adjecitve
  • Having the ability to make something new

let

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US / let /

UK / lɛt /

A1
  • verb
  • To allow someone to do something
  • Introducing a suggestion to do something together
  • To rent a house, etc. to others

millennial

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US / mɪ'lenɪəl /

UK / mɪ'lenɪrl /

B2
  • adjecitve
  • Concerning a millennium (a thousand years)

the

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US / ðə /

UK / ðə /

A1
  • article
  • Used to refer to something already mentioned
  • Used to show there is only one of something
  • determiner
  • Used to describe all of a family

yoga

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US / ˈjəʊgə /

UK / ˈjoʊgə /

B2
  • noun
  • Exercise system to gain suppleness and tranquility
  • Exercise to control the mind and body

crack

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US / kræk /

UK / kræk /

B1
  • noun
  • Attempt to achieve a goal or objective
  • Unexpected and hard hit to the body
  • Joke or impolite comment about something
  • Sound that is short, unexpected and loud
  • Small gap between two things or parts of things
  • verb
  • To attempt to achieve a goal or objective
  • To hit someone or something hard and unexpectedly
  • To tell (a joke)
  • To solve a challenging problem or mystery
  • To make a sound that is short, unexpected and loud
  • To lose control, e.g. under pressure; break down
  • To break so lines appear, but it is not in pieces

embark

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US / ɪmˈbɑ:k /

UK / ɪmˈbɑ:rk /

B2
  • verb
  • To begin a journey; get on a ship or plane

image

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US / 'ɪmɪdʒ /

UK / ˈɪmɪdʒ /

A2
  • noun
  • Picture, sculpture or painting of something
  • General idea or opinion of something
  • verb
  • To obtain pictures by scanning them with a machine

make

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US / meɪk /

UK / mek /

A1
  • noun
  • Product made by a particular company; brand
  • verb
  • To arrange or prepare something e.g. dinner
  • To get to (a place) on time
  • To gain the status of (teacher, lawyer, etc.)
  • To create something by putting things together
  • To earn a certain amount of money at a job
  • To cause or force a person to do something
  • To cause something to happen or be formed

outside

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US / ˌaʊtˈsaɪd /

UK / aʊtˈsaɪd, ˈaʊtˌsaɪd /

A2
  • adverb
  • Beyond the limits or edges of some place, thing
  • noun
  • Area around or near something, such as a building
  • preposition
  • Beyond the limits or edges of some place, thing

run

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US / rʌn /

UK / rʌn /

A1
  • noun
  • Journey between two places made by ship or car
  • Series of similar things or successes and failures
  • Act of running; exercise of running
  • verb
  • To depart or travel according to a schedule
  • To cause an animal to move in a certain direction
  • (Of an engine) to be operating
  • To start or use a computer program
  • To flow in a certain direction, like a liquid
  • To manage or operate a business
  • To operate or drive something
  • (Of a road) to go from one place to another
  • To move your legs faster than walking

stifle

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US / ˈstaɪfl /

UK / ˈstaɪfəl /

B1
  • verb
  • To hold back (a yawn, opposition etc.); smother

band

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US / bænd /

UK / bænd /

A1
  • noun
  • Group of people who work together e.g. play music
  • Thin piece of material that wraps around something
  • verb
  • To come together to work on a project
  • To tie things together using string or rope

core

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US / kɔ:(r) /

UK / kɔr, kor /

A2
  • noun
  • Important central part of something
  • verb
  • To take out the central section of a fruit

favourite

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US / ˈfeɪvərɪt /

UK / 'fevərɪt /

A1
  • adjecitve
  • Best liked or most enjoyed
  • noun
  • A thing that someone likes best or enjoys most

less

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US / les /

UK / lɛs /

A1
  • adjecitve
  • Smaller in amount or degree
  • adverb
  • To a smaller degree
  • noun
  • A smaller amount
  • preposition
  • With the subtraction of

predict

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US / prɪ'dɪkt /

UK / prɪˈdɪkt /

A2
  • verb
  • To guess or estimate what will or might happen

solution

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US / səˈlu:ʃn /

UK / səˈluʃən /

A2
  • noun
  • Mix of a liquid and a solid or a gas
  • Way to solve or deal with a problem

brace

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US / breɪs /

UK / bres /

B2
  • noun
  • Structure that strengthens a joint
  • verb
  • To prepare yourself for a struggle/difficult time

deep

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US / di:p /

UK / dip /

A1
  • adjecitve
  • Complex and important
  • Extreme or intense
  • Going far down from the surface
  • Low in pitch, as a sound
  • adverb
  • At a certain distance beneath the surface

half

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US / hɑ:f /

UK / hæf, hɑf /

A1
  • adjecitve
  • Not complete
  • adverb
  • Partly; somewhat
  • noun
  • One of two equal periods of game time in a sport
  • The part you get when one is divided into two;

grand

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US / ɡrænd /

UK / ɡrænd /

A2
  • adjecitve
  • A counter for 1000 of something
  • Great in amount, number or size
  • Being highest in status or rank; impressive

virtuous

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US / ˈvɜ:tʃuəs /

UK / ˈvɜ:rtʃuəs /

B1
  • adjecitve
  • Having moral goodness

teach

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US / ti:tʃ /

UK / titʃ /

A1
  • verb
  • To help someone learn or do something

able

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US / 'eɪbl /

UK / ˈebəl /

A2
  • adjecitve
  • Skilled; good at something
  • Having the ability to do something

actively

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US / 'æktɪvlɪ /

UK / 'æktɪvlɪ /

A2
  • adverb
  • Doing things to achieve a specific goal

bot

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US / bɒt /

UK / bɑt /

A1
  • noun
  • Botfly larva; typically develops inside the body of a horse or sheep or human

ecosystem

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US / ˈi:kəʊsɪstəm /

UK / ˈɛkoˌsɪstəm, ˈiko- /

B1
  • noun
  • Types of plants and animals in an specific area

harvard

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US / 'bɪlɪ /

UK / ˈbɪli /

A1

surface

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US / 'sɜ:fɪs /

UK / ˈsɚfəs /

A2
  • adjecitve
  • Of the top layer; not deep or meaningful
  • noun
  • Top layer of the ground or of water
  • Nature or emotions that show, but may not be true
  • Outside or upper layer of something
  • verb
  • To give (road) a top layer
  • To appear after being hidden, unseen, or unknown
  • To come to the top of something; emerge
  • To come to the top level of water, mud, etc.

unpack

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US / ˌʌnˈpæk /

UK / ʌnˈpæk /

B1
  • verb
  • To try to understand by thinking about something
  • To take things out of a suitcase

entire

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US / ɪn'taɪə(r) /

UK / ɛnˈtaɪr /

A2
  • adjecitve
  • Complete or full; with no part left out; whole

into

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US / 'ɪntə /

UK / ˈɪntu /

A1
  • preposition
  • Moving or going inside something
  • In the same direction as; in the direction of
  • So as to become; taking the state of

message

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US / 'mesɪdʒ /

UK / ˈmɛsɪdʒ /

A2
  • noun
  • Main idea or theme in a story, book, or film
  • Piece of information that is told/given to someone
  • verb
  • To communicate using text

perfect

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US / 'pɜ:fɪkt /

UK / ˈpɚfɪkt /

A1
  • adjecitve
  • So good it cannot be improved
  • verb
  • To do something so well, it cannot be done better

one

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US / wʌn /

UK / wʌn /

A1
  • pronoun
  • You; we; people in general; someone
  • The thing or person previously referred to
  • adjecitve
  • Used to refer to people generally
  • Being a strong example of (something mentioned)
  • number
  • Number 1

power

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US / 'paʊə(r) /

UK / ˈpaʊɚ /

A1
  • noun
  • Legal or official right to perform certain actions
  • Ability to move forcefully and quickly
  • Energy of something (e.g. electricity or fuel)
  • Mathematical way to multiply a number
  • Condition of being in political control
  • Physical force, energy, and strength
  • verb
  • To give energy to something, e.g. by electricity
  • To move something forcefully and quickly

other

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US / 'ʌðə(r) /

UK / ˈʌðər /

A1
  • adjecitve
  • A thing different from that mentioned
  • determiner
  • (Something) else; not the first (one)
  • pronoun
  • Being the one and only thing of that category

rock

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US / rɒk /

UK / rɑk /

A1
  • noun
  • Type of popular music with a strong, loud beat
  • Strong, tough person who can be relied upon
  • Big stone; hard, solid substance forming mountains
  • verb
  • To be greatly upset by something, e.g. a death
  • To be extremely effective or pleasing
  • To play, sing along with, or dance to heavy music
  • To move back and forth or from side to side

turn

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US / tɜ:n /

UK / tɚn /

A1
  • noun
  • Place where changing of direction happens
  • Your time or chance to perform a duty
  • Your chance to play or do in say a game
  • Unexpected change, as in the weather
  • verb
  • To become (a particular age)
  • To become a different quality, color, etc.
  • To change the direction of something, e.g. a car
  • To move in an opposite direction or position
  • To shape metal with a spinning tool

free

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US / fri: /

UK / fri /

A1
  • adjecitve
  • Living, happening without being controlled
  • Costing no money
  • Not working; not busy
  • verb
  • To release (e.g. bird) from a cage or prison

customize

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US / 'kʌstəmaɪz /

UK / ˈkʌstəˌmaɪz /

C1
  • verb
  • To make, change according to the user's needs

rational

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US / 'ræʃnəl /

UK / ˈræʃənəl /

A2
  • adjecitve
  • Able to think clearly

trend

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US / trend /

UK / trɛnd /

A2
  • noun
  • Current style or fashion
  • Direction things are moving in; current style
  • General direction that is taken
  • verb
  • To be current and popular
  • To move up or down

word

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US / wɜ:d /

UK / wɚd /

A1
  • noun
  • Unit of language that has a meaning
  • Promise
  • Short remark or piece of information
  • verb
  • To express something by choosing particular words

this

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US / ðɪs /

UK / ðɪs /

A1
  • adjecitve
  • Used to indicate something already been discussed
  • Used to indicate something happening around now
  • adverb
  • An indication by a physical motion or gesture
  • A specific amount of
  • determiner
  • Person, thing, or idea near you
  • pronoun
  • Person, thing that has already been discussed

fact

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US / fækt /

UK / fækt /

A1
  • noun
  • Something that is known or proved to be true

evolve

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US / ɪ'vɒlv /

UK / ɪˈvɑlv /

B1
  • verb
  • To develop certain features
  • To develop or change slowly over time
  • To slowly change or develop into something better

explode

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US / ɪk'spləʊd /

UK / ɪkˈsplod /

B1
  • verb
  • To express an emotion in a sudden and loud way
  • To increase in number or amount very quickly
  • To burst or cause to burst into pieces

financial

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US / faɪˈnænʃl /

UK / faɪˈnænʃ(ə)l /

A2
  • adjecitve
  • Involving money

few

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US / fju: /

UK / fju /

A1
  • pronoun
  • Not many, a small number

much

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US / mʌtʃ /

UK / mʌtʃ /

A1
  • adjecitve
  • Very; to a high level or degree
  • adverb
  • A lot; large amount; a high degree of
  • Nearly; basically
  • On many occasions; often
  • noun
  • A large amount; a great quantity

strong

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US / strɒŋ /

UK / strɔŋ /

A1
  • adjecitve
  • (Of tea or beer) dark or thick
  • Having big muscles; physically powerful

specialize

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US / ˈspeʃəlaɪz /

UK / ˈspɛʃəˌlaɪz /

A2
  • verb
  • To focus on one area of a field or profession
  • To change to fit your environment
  • To name something individually

sound

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US / saʊnd /

UK / saʊnd /

A1
  • adjecitve
  • Sensible, dependable and reliable
  • Unbroken or undisturbed, as of sleep
  • Firm or solid in structure
  • Sane; not mentally ill
  • Clearly reasoned; involving sense, good judgment
  • noun
  • Unique quality that characterizes a style of music
  • Waves traveling in air or water that can be heard
  • verb
  • To seem or appear to be, from what was said
  • To say in a clear deliberate manner
  • To make a noise, e.g. to ring a bell

trap

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US / træp /

UK / træp /

A2
  • noun
  • Device used for catching animals
  • Vehicle pulled by a single horse
  • Area or hazard on a golf course
  • Someone's mouth
  • Uncomfortable event that is hard to escape
  • verb
  • To use a device to catch animals or people
  • To hold, e.g. a nerve, so that it cannot move
  • To catch or prevent someone from escaping
  • To trick someone
  • To put into a situation you can't escape from

divergence

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US / daɪ'vɜ:dʒəns /

UK / daɪˈvə:dʒəns /

B2
  • noun
  • Moving away; becoming different or separate

promise

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US / 'prɒmɪs /

UK / ˈprɑmɪs /

A1
  • verb
  • To say you will certainly do something

those

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US / ðəʊz /

UK / ðoz /

A1
  • determiner
  • The people or things we are talking about
  • pronoun
  • The objects far from the speaker

for

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US / fə(r) /

UK / fɔr,fə /

A1
  • preposition
  • Used to show the purpose, or need of something

time

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US / taɪm /

UK / taɪm /

A1
  • noun
  • Speed at which music is played; tempo
  • Point as shown on a clock, e.g. 3 p.m
  • Number of hours, minutes needed to do something
  • Occasion when something happens
  • Period or occasion that something occurred
  • Period in history or the past
  • Something measured in minutes, hours, days, etc.
  • How long an event takes; duration
  • verb
  • To check speed at which music is performed
  • To choose a specific moment to do something
  • To measure how long an event takes, e.g. a race
  • To schedule something to occur at a specific moment

spend

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US / spend /

UK / spɛnd /

A2
  • verb
  • To use money to pay for something
  • To use time in order to do something
  • To use up something completely

why

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US / waɪ /

UK / hwaɪ, waɪ /

A1
  • adverb
  • Question word to ask for a reason
  • exclamation
  • (Used to express surprise or approval)

generate

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US / ˈdʒenəreɪt /

UK / ˈdʒɛnəˌret /

A2
  • verb
  • To create or be produced or bring into existence
  • To create electricity, heat, energy and power

question

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US / 'kwestʃən /

UK / ˈkwɛstʃən /

A1
  • noun
  • Issue or problems you are dealing with
  • What you ask about; issue
  • verb
  • To ask for or try to get information
  • To have or express concerns or uncertainty

algorithm

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US / 'ælɡərɪðəm /

UK / ˈælɡəˌrɪðəm /

B2
  • noun
  • A step-by-step problem-solving feature

amount

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US / ə'maʊnt /

UK / əˈmaʊnt /

A1
  • noun
  • Quantity of something
  • verb
  • To add up to a certain figure

calculator

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US / 'kælkjʊleɪtə(r) /

UK / ˈkælkjəˌletɚ /

B2
  • noun
  • A small electronic device used for calculation

difference

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US / 'dɪfrəns /

UK / ˈdɪfərəns, ˈdɪfrəns /

A1
  • noun
  • A thing or issue that people do not agree about
  • Not of the same kind; unlike other things

innovator

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US / 'ɪnəveɪtə(r) /

UK / ˈɪnəˌvetɚ /

B1
  • noun
  • Person who creates new ideas or inventions

never

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US / 'nevə(r) /

UK / ˈnɛvɚ /

A1
  • adverb
  • Not ever; not at any time

career

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US / kə'rɪə(r) /

UK / kəˈrɪr /

A2
  • noun
  • Particular occupation in professional life
  • verb
  • To move forward very fast and without control

consumer

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US / kənˈsju:mə(r) /

UK / kənˈsumɚ /

A2
  • noun
  • Person who buys goods or services

disagree

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US / ˌdɪsə'ɡri: /

UK / ˌdɪsəˈɡri /

B2
  • verb
  • To have a different opinion; to fail to agree

insurance

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US / ɪnˈʃʊərəns /

UK / ɪnˈʃʊrəns /

A2
  • noun
  • Protection against loss/injury/death you pay for

just

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US / dʒʌst /

UK / dʒʌst /

A1
  • adjecitve
  • Proper or appropriate; as is deserved
  • Doing or being what is right or fair
  • Legally correct; having enough evidence
  • adverb
  • Almost; nearly
  • Exactly at the time of
  • Exactly (the same as, like)

talk

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US / tɔ:k /

UK / tɔk /

A1
  • noun
  • Style of speaking
  • Discussion between two countries
  • Giving information in front of people; lecture
  • Saying things or ideas to someone with words
  • verb
  • To make a formal speech about something
  • To say things or ideas to someone with words

technology

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US / tek'nɒlədʒɪ /

UK / tɛkˈnɑlədʒi /

A2
  • noun
  • Use or knowledge of science in industry etc.

ask

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US / ɑ:sk /

UK / æsk /

A1
  • verb
  • To say to someone that you want something

cultivate

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US / 'kʌltɪveɪt /

UK / ˈkʌltəˌvet /

B1
  • verb
  • To grow plants, crops etc.
  • To cause to grow by education; to enlighten

grow

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US / ɡrəʊ /

UK / ɡro /

A1
  • verb
  • To get bigger and more mature; make plants do this
  • To improve; to develop better skills over time
  • To develop and become bigger or taller over time

set

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US / set /

UK / sɛt /

A1
  • adjecitve
  • Prepared for something; ready
  • noun
  • Complete group of something
  • Place where a television show or movie is filmed
  • Group of games in a tennis match
  • Device that receives radio or television signals
  • verb
  • To make a clock state or ring at a particular time
  • To decide upon or choose something
  • To make something ready for use (e.g. table)
  • To decide on a price for something
  • To become hard (of glue, concrete etc.)
  • To be located in a specific place or time
  • To put (e.g. a vase) down carefully in a place
  • To put someone in a certain condition or state
  • (Of the sun) to go lower than the horizon

start

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US / stɑ:t /

UK / stɑrt /

A1
  • noun
  • First time or place that a thing exists; beginning
  • First opportunity to achieve something, e.g. a job
  • Sudden action or movement because you are scared
  • other
  • Beginning of something in place or time
  • verb
  • To do, be or happen for the first time; begin
  • To turn something on

well

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US / wel /

UK / wɛl /

A1
  • adjecitve
  • Being in a fortunate, good condition or state
  • Healthy and in good condition
  • adverb
  • In an acceptable, proper, or successful manner
  • In a complete, total, or full manner
  • A great and considerable degree
  • In a successful way, in a good or satisfactory way
  • exclamation
  • Used to begin or continue a particular statement
  • Used to show you want to start saying something
  • Used to express that you are waiting for a reply
  • You say this to change the topic of a conversation
  • Used to indicate you are making a final remark
  • noun
  • Long deep hole in the ground to get water
  • verb
  • To cause your eyes to fill with tears

ago

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US / əˈgəʊ /

UK / əˈgoʊ /

A1
  • adverb
  • At a specified length of time in the past

heart

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US / hɑ:t /

UK / hɑrt /

A1
  • noun
  • A feeling of care for others; compassion
  • Courage, confidence, and emotional strength
  • Be cheerfully encouraging
  • Most essential, important, or central part
  • Referring to a promise or something important
  • State or feelings of affection or deep love
  • Core part of a vegetable, e.g. a lettuce
  • The part of the body that pumps blood
  • Place where emotions are believed to be felt
  • A shape that represents love

organization

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US / ˌɔ:gənaɪˈzeɪʃn /

UK / ˌɔrɡənɪˈzeʃən /

A2
  • noun
  • Group of people with a particular purpose

way

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US / weɪ /

UK / we /

A1
  • adverb
  • Used to emphasize the amount of something
  • noun
  • Particular aspect of something being thought about
  • One of various choices that could be made
  • Particular existing condition or state
  • (Often long) distance or length of time
  • How something is done
  • Route to go to a place
  • Small street
  • Usual behavior, emotions or habits of someone

their

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US / ðɛː /

UK / ðer /

A1
  • determiner
  • Belonging to them

all

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US / ɔ:l /

UK / ɔl /

A1
  • adverb
  • Completely; totally
  • determiner
  • Being every one of something
  • pronoun
  • 100% of something; the complete amount

fast

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US / fɑ:st /

UK / fæst /

A1
  • adjecitve
  • In a way that is difficult to move or change
  • Moving or able to move quickly
  • Showing time that is later than the actual time
  • adverb
  • With a great deal of speed
  • noun
  • Period of time when a person chooses not to eat
  • verb
  • To refuse food for a long time

journey

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US / 'dʒɜ:nɪ /

UK / ˈdʒɚni /

A2
  • noun
  • Act of traveling from one place to another; trip
  • verb
  • To travel through a place

its

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US / ɪts /

UK / ɪts /

A1
  • adjecitve
  • Referring to or belonging to ‘it’
  • determiner
  • Of something; belonging or related to something
  • other
  • Possessive form of “it”

drop

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US / drɒp /

UK / drɑp /

A1
  • noun
  • Distance between a higher and a lower level
  • Act of letting something fall (from your hand)
  • A decrease in quantity or quality; reduction
  • Tiny amount of liquid, with rounded bottom
  • verb
  • To drive someone to a place and then drive away
  • To let something fall from your hand
  • To fall or lie down quickly, as when shot
  • To decide to stop something e.g. a course)
  • To (cause to) reduce in quantity or quality

outcome

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US / ˈaʊtkʌm /

UK / ˈaʊtˌkʌm /

A2
  • noun
  • Something that happens as a result, consequence

super

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US / ˈsu:pə(r) /

UK / ˈsupɚ /

A2
  • adjecitve
  • Of the highest quality; great; marvelous

top

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US / tɒp /

UK / tɑp /

A1
  • adjecitve
  • Being good or great; excellent
  • Being the most in degree or quality
  • noun
  • Item of clothing covering shoulders to waist, hips
  • A cover or lid
  • Part (e.g. road) that is the furthest away
  • Highest or upper part or point of something
  • Best or highest status or position
  • Flat upper surface or edge of an object
  • Child's toy that spins on its point
  • Upper section or leaves of fruits and vegetables
  • Winning in a sport or contest
  • verb
  • To be higher or larger than a specific value
  • To arrive at the highest point of something
  • To put a cover or layer or over something
  • To kill; murder
  • To hold the highest position on a list
  • To be more important, successful or better than
  • To beat someone or win at a game

who

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US / hu: /

UK / hu /

A1
  • pronoun
  • Which person
  • Used to introduce information about people

artist

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US / ˈɑ:tɪst /

UK / ˈɑrtɪst /

A2
  • noun
  • A person skilled and creative in art e.g. painter

activity

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US / æk'tɪvətɪ /

UK / ækˈtɪvɪti /

A1
  • noun
  • An action or task, e.g. sports, washing clothes

bring

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US / brɪŋ /

UK / brɪŋ /

A1
  • verb
  • To take or go with someone to a place

room

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US / ru:m /

UK / rum, rʊm /

A1
  • noun
  • All of the people inside a particular room
  • Part of building enclosed by walls, e.g. kitchen
  • Opportunity to exist, happen, or be true
  • verb
  • To share a home with someone

take

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US / teɪk /

UK / tek /

A1
  • noun
  • Filming of a single scene for TV or the movies
  • verb
  • To accept something that is offered
  • To use a method of traveling, e.g. a bus or train
  • To use a camera to make (a photo)
  • To pick up something and go away with it
  • To study a subject in school
  • To attempt to pass (an exam)
  • To require a certain amount of time, money, space

feedback

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US / ˈfi:dbæk /

UK / ˈfidˌbæk /

B1
  • noun
  • A response or opinion, about a service, etc.

embed

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US / ɪm'bed /

UK / ɛmˈbɛd /

B2
  • verb
  • To place or set inside rock, etc.

institution

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US / ˌɪnstɪˈtju:ʃn /

UK / ˌɪnstɪˈtuʃən, -ˈtju- /

A2
  • noun
  • Organization created for a particular aim/purpose
  • Tradition, custom or system accepted by a group

original

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US / ə'rɪdʒənl /

UK / əˈrɪdʒənəl /

A2
  • adjecitve
  • Being first made, thought or performed; fresh
  • Being unique or thinking differently from others

predictive

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US / prɪˈdɪktɪv /

UK / prɪˈdɪktɪv /

B1
  • adjecitve
  • Making a guess based on previous experience

risk

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US / rɪsk /

UK / rɪsk /

A1
  • noun
  • Actions that cause potential problems
  • verb
  • To do something potentially dangerous or foolish

very

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US / 'verɪ /

UK / ˈvɛri /

A1
  • adjecitve
  • Concerning a large degree or amount
  • adverb
  • A lot; much; many
  • Used to stress or emphasize a noun

they

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US / ðeɪ /

UK / ðe /

A1
  • pronoun
  • Two or more people, animals, or things

believe

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US / bɪ'li:v /

UK / bɪˈliv /

A1
  • verb
  • To think or accept that something is true
  • To have a particular opinion about something

gen

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US / dʒen /

UK / dʒen /

B2
  • noun
  • (UK old-fashioned, informal) Information about a particular subject

human

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US / 'hju:mən /

UK / ˈhjumən /

A1
  • adjecitve
  • Concerning or characteristic of people
  • noun
  • A person; a man, woman or child

innovation

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US / ˌɪnəˈveɪʃn /

UK / ˌɪnəˈveʃən /

B1
  • noun
  • Process of creating new ideas or inventions

miss

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US / mɪs /

UK / mɪs /

A1
  • noun
  • Action of not hitting something or someone
  • Form of address to unmarried girl or woman
  • verb
  • To be absent
  • To fail to hit something e.g. a ball
  • To do without something
  • To fail to see or sense something
  • To fail to understand someone's message
  • To be too late to ride on something e.g. train
  • To feel you want to see someone who is not there

multiply

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US / ˈmʌltɪplaɪ /

UK / ˈmʌltəˌplaɪ /

B1
  • verb
  • To increase in number by reproducing/having babies
  • To increase something by a large quantity
  • To have increased by a large quantity
  • To calculate two numbers e.g. 2 x 4

productivity

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US / ˌprɒdʌkˈtɪvəti /

UK / ˌprɑ:dʌkˈtɪvəti /

B1
  • noun
  • Rate at which people or machines produce

personalize

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US / ˈpɜ:sənəlaɪz /

UK / ˈpɜ:rsənəlaɪz /

C1
  • verb
  • To make personal or more personal

thank

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US / θæŋk /

UK / θæŋk /

A1
  • verb
  • To tell someone you are grateful to them

tap

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US / tæp /

UK / tæp /

A2
  • noun
  • Faucet; the place you can get water from a pipe
  • Light hit, generally one that makes a sound
  • verb
  • To access a liquid (e.g. in a tree) through a hole
  • To move feet/fingers to make light regular sounds
  • To spy one someone electronically
  • To hit something or someone lightly
  • To remove from an object e.g. oil from the ground

identity

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US / aɪ'dentətɪ /

UK / aɪˈdɛntɪti /

B1
  • noun
  • Collection of qualities that makes a person

personally

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US / ˈpɜ:sənəli /

UK / ˈpəsənəli /

A2
  • adverb
  • By a specific person, and not by anyone else
  • Knowing someone as a friend, or closely

territory

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US / 'terətrɪ /

UK / ˈtɛrɪˌtɔri, -ˌtori /

B1
  • noun
  • Area of land defended by an animal
  • Area of particular knowledge or experience
  • Area owned or controlled by a government, person
  • Area of land with a specific defining feature

audience

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US / ˈɔ:diəns /

UK / ˈɔdiəns /

A2
  • noun
  • Group of people attending a play, movie etc.

build

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US / bɪld /

UK / bɪld /

A1
  • noun
  • Your physical shape; physique
  • verb
  • To establish e.g. a reputation, over time
  • To construct a house, office, factory

sale

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US / seɪl /

UK / sel /

A2
  • noun
  • Event during which the prices of goods are reduced
  • Giving something for money; the amount sold

work

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US / wɜ:k /

UK / wɚk /

A1
  • adjecitve
  • Activity completed in order to make money
  • noun
  • The product of some artistic or literary endeavor
  • Everything created by an author, artist, musician
  • Activity you do in order to make money
  • Place of employment
  • Final product or result of a some labor or effort
  • verb
  • To bring into a specific state of success
  • To be functioning properly, e.g. a car
  • To do your job in your company or workplace
  • To make an effort to do something
  • To operate a machine or device

convert

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US / kən'vɜ:t /

UK / kənˈvɚt /

A2
  • noun
  • Person switching from one belief system to another
  • verb
  • To switch from a religion, belief etc. to another
  • To change form, character, or function to another

experience

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US / ɪk'spɪərɪəns /

UK / ɪkˈspɪriəns /

A1
  • noun
  • Thing a person has done or that happened to them
  • An event at which you learned something
  • Knowledge gained by living life, doing new things
  • verb
  • To gain knowledge by doing things

leader

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US / ˈli:də(r) /

UK / ˈlidɚ /

A1
  • noun
  • Person who is in charge of a group or task
  • Person or group who is currently winning

now

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US / naʊ /

UK / naʊ /

A1
  • adverb
  • At the present time or moment
  • Right away or in the next possible moment
  • Used to refer to something that just happened
  • Time between the present and a moment in the past
  • conjunction
  • Resulting from or because of something

overload

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US / ˌəʊvə'ləʊd /

UK / ˌovɚˈlod /

B2
  • noun
  • Too much of something
  • verb
  • To make a machine work too hard so it might break
  • To cause someone or something to work too hard
  • To put too much weight on a thing so it may break

advantage

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US / əd'vɑ:ntɪdʒ /

UK / ædˈvæntɪdʒ /

A2
  • noun
  • Thing making the chance of success higher
  • A positive point about something

business

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US / ˈbɪznəs /

UK / ˈbɪznɪs /

A1
  • noun
  • A company formed for making profit
  • Matter that has to be dealt with; task; situation
  • Activity of working to make a profit

but

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US / bət /

UK / bʌt,bət /

A1
  • conjunction
  • Used before you say something different, opposite

fifty

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US / 'fɪftɪ /

UK / ˈfɪfti /

A1
  • number
  • 50

generative

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US / ˈdʒenərətɪv /

UK / ˈdʒɛnərətɪv, -əˌre- /

B1
  • adjecitve
  • Having the ability to produce or originate

good

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US / ɡʊd /

UK / ɡʊd /

A1
  • adjecitve
  • Proper, appropriate or right
  • (Of an amount) enough; plenty
  • Excellent; high quality
  • Acting well or properly; of moral character
  • In a positive or happy emotional state
  • noun
  • Advantage or benefit

give

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US / ɡɪv /

UK / ɡɪv /

A1
  • noun
  • Degree of flexibility in something, a material
  • verb
  • To hand over or present something to someone
  • To cause someone to have or experience something

zero

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US / ˈzɪərəʊ /

UK / ˈzɪroʊ /

A1
  • noun
  • Temperature when water turns to ice
  • number
  • Number 0
  • verb
  • To set a scale or other device to show 0

become

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US / bɪ'kʌm /

UK / bɪˈkʌm /

A1
  • verb
  • To begin to be; grow to be; develop into
  • To be suitable for a particular job or role

behaviour

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US / bɪˈheɪvjə(r) /

UK / bɪˈhevjɚ /

A1
  • noun
  • The way a person or thing acts; manner

insight

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US / 'ɪnsaɪt /

UK / ˈɪnˌsaɪt /

B1
  • noun
  • Power to understand people and things very well
  • Very good understanding of something

opportunity

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US / ˌɒpə'tju:nətɪ /

UK / ˌɑpɚˈtunɪti, -ˈtju- /

A2
  • noun
  • Time, situation when a thing might be done; chance

same

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US / seɪm /

UK / sem /

A1
  • adjecitve
  • Being equal in quality and amount
  • Identical; not different
  • Not changing; constant

transform

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US / træns'fɔ:m /

UK / trænsˈfɔrm /

C2
  • verb
  • To change the shape completely in a good way

online

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US / ˌɒnˈlaɪn /

UK / ˌɑ:nˈlaɪn /

B1
  • adjecitve
  • Connected to the internet

want

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US / wɔnt /

UK / wɑnt, wɔnt /

A1
  • noun
  • Something you desire or wish for
  • State or condition of poverty
  • verb
  • To desire or wish for something; hope for a thing

box

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US / bɒks /

UK / bɑ:ks /

A1
  • noun
  • A marked area of a baseball field
  • A container with four straight sides and a lid
  • Area of seating in a theater separated from others
  • A 4 sided container or shape printed on a page
  • Entire amount of something inside a container
  • verb
  • To strike someone on the side of the head
  • To pack an object in a six-sided container
  • To fight with gloved hands as a sport

study

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US / 'stʌdɪ /

UK / ˈstʌdi /

A1
  • noun
  • Room that a person studies or reads in
  • Piece of research
  • Topic or subject you research or learn about
  • verb
  • To focus on learning something usually at school

really

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US / ˈri:əli /

UK / ˈriəˌli, ˈrili /

A1
  • adverb
  • Used to stress something that is said; definitely
  • In a true or accurate manner
  • Very

understand

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US / ˌʌndə'stænd /

UK / ˌʌndɚˈstænd /

A1
  • verb
  • To know the meaning of language, what someone says

would

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US / wʊd /

UK / wʊd /

A1
  • other
  • Used to indicate something imagined
  • Used to ask or request something politely
  • Verb used to indicate possibility, request etc.
  • Used to indicate a preference
  • Used to indicate a reaction
  • Indicates something that occurred repeatedly
  • Used to indicate willingness or ability to do

architect

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US / ˈɑ:kɪtekt /

UK / ˈɑrkɪˌtɛkt /

B1
  • noun
  • Person who designs and advises on buildings

can

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US / kæn /

UK / kən,kæn /

A1
  • noun
  • A metal container for storing food
  • other
  • Able to; have the skill to; have the time to
  • verb
  • To have permission to
  • To be possible to do
  • To preserve food by sealing it in a metal container

decision

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US / dɪ'sɪʒn /

UK / dɪˈsɪʒən /

A1
  • noun
  • Choice made after thinking; final judgment
  • Ability to make quick and confident choices

content

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US / 'kɒntent /

UK / ˈkɑnˌtɛnt /

A2
  • adjecitve
  • Being happy or satisfied
  • noun
  • Information in something, e.g. book or computer

potentially

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US / pə'tenʃəlɪ /

UK / pəˈtɛnʃəlɪ /

B1
  • adverb
  • That could happen or become reality

segment

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US / ˈsegmənt /

UK / ˈsɛɡmənt /

B1
  • noun
  • Part divided from the other parts of something
  • verb
  • To separate something into different parts

recent

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US / 'ri:snt /

UK / ˈrisənt /

A1
  • adjecitve
  • Happening or beginning not long ago

superpower

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US / ˈsu:pəpaʊə(r) /

UK / ˈsu:pərpaʊə(r) /

C2
  • noun
  • State powerful enough to influence world events

equalization

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US / ˌiːkwəlaɪˈzeɪʃn /

UK / ˌiːkwələˈzeɪʃn /

B1
  • noun
  • Act of making equal or uniform

distribute

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US / dɪˈstrɪbju:t /

UK / dɪˈstrɪbjut /

A2
  • verb
  • To hand out or give to people
  • To send products to stores to sell
  • To spread something over an area

email

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US / 'i:meɪl /

UK / 'i:meɪl /

A1
  • noun
  • A message like a letter sent by computer or phone
  • verb
  • To send an electronic letter via computer or phone

not

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US / nɒt /

UK / nɑt /

A1
  • adverb
  • Word indicating the negative
  • (Used to form the negative of verbs)

our

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US / 'aʊə(r) /

UK / aʊr /

A1
  • determiner
  • Belonging to us

productive

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US / prəˈdʌktɪv /

UK / prəˈdʌktɪv, pro- /

B1
  • adjecitve
  • Producing things in large quantities; fertile
  • Doing a lot of work and achieving a lot

whole

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US / həul /

UK / hol /

A1
  • adjecitve
  • Complete or full; all of
  • Being in a good condition
  • noun
  • Complete amount or sum; total

back

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US / bæk /

UK / bæk /

A1
  • adjecitve
  • Farthest from the front e.g. in a classroom
  • adverb
  • Have returned to a place you were before
  • noun
  • The part of a chair that the upper body leans upon
  • Location at the rear of something
  • The reverse of side something
  • Area on the rear of your body
  • verb
  • To bet money on something
  • To go backwards in a car
  • To support and encourage someone or some cause

and

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US / ənd /

UK / ənd, ən,ænd /

A1
  • conjunction
  • Used to refer to two or more things
  • Plus; in addition; on top of that
  • Used to introduce an action that follows another

base

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US / beɪs /

UK / bes /

A2
  • noun
  • Place military personnel live, train, and operate
  • Bottom part of an object that touches a surface
  • Unit of counting, e.g. 10 for counting
  • Most important idea or ingredient to add others
  • Origin or start from which something came
  • Main place where an organization or a person works
  • verb
  • To use as the starting point or origin for
  • To have as the main location for (company, etc.)

certainly

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US / ˈsə:tnli /

UK / ˈsɚtnli /

A1
  • adverb
  • Sure; of course

shirt

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US / ʃɜ:t /

UK / ʃɜ:rt /

A1
  • noun
  • Light garment for upper body, with sleeves

any

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US / 'enɪ /

UK / ˈɛni /

A1
  • adjecitve
  • One, or some, no matter which
  • pronoun
  • One (thing) of many; some

channel

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US / 'tʃænl /

UK / ˈtʃænəl /

B1
  • noun
  • Long hole dug in the ground, e.g. to move water
  • TV or radio station or its programs
  • Method or way of sending or receiving information
  • Narrow passage through which water travels
  • Method or route used for sending or getting things
  • verb
  • To dig a long hole for carrying water
  • To send (e.g. money) to a certain place or person
  • To direct water or liquid through a passage
  • To direct energy or feelings into something

company

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US / 'kʌmpənɪ /

UK / ˈkʌmpəni /

A1
  • noun
  • Good feeling from being with someone else
  • A business that sells things or provides services
  • Guests, especially in your home
  • Being with another person rather than alone

decide

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US / dɪ'saɪd /

UK / dɪˈsaɪd /

A2
  • verb
  • To make a choice or choose after thinking about it
  • To make a legal judgment in court
  • to affect the result of something

come

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US / kʌm /

UK / kʌm /

A1
  • verb
  • To arrive at a place
  • (Of mail) to be delivered
  • To move toward someone; go with someone
  • To reach a certain point or state

fifteen

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US / ˌfɪfˈti:n /

UK / fɪfˈtin /

A1
  • number
  • 15

help

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US / help /

UK / hɛlp /

A1
  • noun
  • Something given to enable a person to do something
  • Assistance given to someone in need
  • Someone who makes something easier or possible
  • verb
  • To act to enable a person to do something; assist
  • To make something better or less difficult

relevant

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US / ˈreləvənt /

UK / ˈrɛləvənt /

A2
  • adjecitve
  • Having an effect on an issue; related or current

think

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US / θɪŋk /

UK / θɪŋk /

A1
  • verb
  • To have an idea about something without certainty
  • To have an idea, opinion or belief about something

brand

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US / brænd /

UK / brænd /

A2
  • noun
  • A mark burned on an animal to show who owns it
  • Product made or designed by a named company
  • verb
  • To burn a mark on an animal to show who owns it
  • To describe someone as a liar, coward, etc.
  • To give a famous name to a product or service

only

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US / ˈəunli /

UK / ˈonli /

A1
  • adverb
  • Just one; just that amount or thing; not more than
  • Not very important or serious
  • Just that type of thing, person
  • Short time ago; not before a certain time
  • conjunction
  • Except; but

professional

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US / prə'feʃənl /

UK / prəˈfɛʃənəl /

A2
  • adjecitve
  • Of jobs such as doctor, lawyer, accountant, etc.
  • Acting/done properly as a qualified person would
  • Getting paid for playing a sport/doing an activity
  • noun
  • Highly qualified person, e.g. lawyer or doctor
  • One who plays a sport or similar activity as a job

train

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US / treɪn /

UK / tren /

A1
  • noun
  • Line of people, animals moving the same direction
  • Vehicle that carries people and runs on rails
  • Long rear section of a (e.g. wedding) dress
  • Series of events happening one after another
  • verb
  • To teach a pet a behavior or a trick
  • To educate someone in something, e.g. medicine
  • To cause a plant to grow a certain way by cutting
  • To point a certain way or toward something
  • To practice to get better at a thing, e.g. sports

two

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US / tu: /

UK / tu /

A1
  • number
  • 2

form

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US / fɔ:m /

UK / fɔrm /

A1
  • noun
  • Sports team or person's current winning record
  • Document you complete when making an application
  • Visible shape or style; type; kind
  • verb
  • To organize something such as a club or group
  • To develop; to come into a shape or substance
  • To make something into a particular shape

from

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US / frəm /

UK / frʌm, frɑm,frəm /

A1
  • preposition
  • Starting at a particular place, time or level

over

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US / 'əʊvə(r) /

UK / ˈovɚ /

A1
  • adverb
  • Finished; no longer happening
  • Towards the ground/away from a standing position
  • noun
  • A set of six consecutive balls bowled in cricket
  • other
  • Finished
  • preposition
  • Showing the relation when a thing is above another
  • On or covering something
  • Above or across something
  • More than you need
  • From one side to the other
  • In the direction of; toward

out

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US / aʊt /

UK / aʊt /

A1
  • adverb
  • No longer stylish (e.g. fashion)
  • Away from home, business, or the usual place
  • In a direction/movement away from inside or center
  • noun
  • Act when a batter cannot continue playing
  • verb
  • To tell people a secret

funnel

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US / ˈfʌnl /

UK / ˈfʌnəl /

B2
  • noun
  • Cone-shaped tool for pouring liquid into container
  • Large metal chimney on ships
  • verb
  • to send something directly and intentionally.
  • To move a thing through a narrow opening or space

leave

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US / li:v /

UK / liv /

A1
  • noun
  • Permission to do something
  • Vacation time; time off work
  • verb
  • To go away from; depart
  • To gift property to someone after you die
  • To allow something to continue happening
  • To let something remain unused or available
  • To let something or someone remain somewhere

reduce

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US / rɪ'dju:s /

UK / rɪˈdus, -ˈdjus /

A2
  • verb
  • To try to decrease, e.g. your weight if overweight
  • To boil a liquid until it has decreased in amount
  • To make something smaller in size, amount, level

seize

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US / si:z /

UK / siz /

B1
  • verb
  • To take a place with force, as by military action
  • To arrest or catch someone
  • To take someone's property with legal authority
  • To take hold of something suddenly and violently

where

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US / hwɛə /

UK / hwɛr, wɛr /

A1
  • conjunction
  • At or in the place which
  • In whatever place
  • pronoun
  • Word you use to ask the location of something

consultant

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US / kən'sʌltənt /

UK / kənˈsʌltənt /

A2
  • noun
  • Expert who gives (paid) advice

differentiation

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US / ˌdɪfəˌrenʃɪ'eɪʃn /

UK / ˌdɪfəˌrɛnʃiˈeʃən /

B1
  • noun
  • Difference between things different and distinct

couple

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US / 'kʌpl /

UK / ˈkʌpəl /

A2
  • noun
  • Two people in a romantic relationship
  • Two of something; two people; a pair
  • verb
  • To join something to something else
  • (Two animals) to engage in sexual relations
  • To put two people or things together

forty

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US / 'fɔ:tɪ /

UK / ˈfɔrti /

A1
  • number
  • 40

keep

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US / ki:p /

UK / kip /

A1
  • noun
  • Large, strong tower in the middle of a castle
  • Money spent on you so you can live in a place
  • verb
  • To continue doing something; not to stop
  • To stop balls going in a goal in sports
  • To not give back or return something
  • (Of food) to not spoil or not rot
  • To take possession of something to own, e.g. a pet
  • To have and continue to hold something
  • To do something that you have promised or agreed
  • To stay in a certain place or condition
  • To maintain the rules

prototype

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US / ˈprəʊ.tə.taɪp /

UK / ˈproʊ.t̬ə.taɪp /

B2
  • noun
  • A first or preliminary version of a device or vehicle from which other forms are developed

direct

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US / də'rekt /

UK / dɪˈrɛkt, daɪ- /

A2
  • adverb
  • Coming straight from something
  • verb
  • To tell someone in a very clear way to do something
  • To show the way by conducting or leading
  • To control the acting in a movie or play

kid

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US / kɪd /

UK / kɪd /

A2
  • adjecitve
  • Made from young goat skin
  • noun
  • Child or young person
  • Young goat
  • verb
  • To make fun of someone in a gentle way; to tease

large

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US / lɑ:dʒ /

UK / lɑ:rdʒ /

A1
  • adjecitve
  • Big; of great size; broad, tall, wide, or fat

meet

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US / mi:t /

UK / mit /

A1
  • noun
  • Sporting competition e.g. swimming
  • verb
  • To provide something that is necessary
  • To come together at a certain time or place

complex

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US / 'kɒmpleks /

UK / kəmˈplɛks, ˈkɑmˌplɛks /

A2
  • adjecitve
  • Not being simple; having many parts or aspects
  • noun
  • Group of buildings all used for the same purpose
  • Psychological issue regarding self-image

execution

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US / ˌeksɪˈkju:ʃn /

UK / ˌɛksɪˈkjuʃən /

B2
  • noun
  • Killing a person as a (usually legal) punishment
  • Act of performing something such as a plan

real

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US / rɪəl /

UK / ˈriəl, ril /

A1
  • adjecitve
  • Actually existing or happening, not imagined
  • Being important or special

advise

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US / ədˈvaɪz /

UK / ædˈvaɪz /

A2
  • verb
  • To suggest what would be helpful

place

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US / pleɪs /

UK / ples /

A1
  • noun
  • Particular location, area or region
  • verb
  • To put someone in a particular type of situation
  • To put something in a certain location or position

first

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US / fɜ:st /

UK / fɚst /

A1
  • adjecitve
  • 1st; Coming before all others in time or place
  • noun
  • Something that has not happened before
  • Position of the winner of a competition

get

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US / ɡet /

UK / ɡɛt /

A1
  • verb
  • To become affected by illness or disease
  • To begin to feel or understand an emotion or idea
  • To send or bring someone or something home, etc.
  • To go somewhere to obtain something
  • To (cause to) do a particular thing
  • To obtain, receive or be given something
  • To currently have
  • To prepare for use
  • To understand something being said or read

marketer

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US / 'mɑ:kɪtə(r) /

UK / 'mɑ:kɪtə(r) /

B1
  • noun
  • Person or business that sells services or goods

example

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US / ɪgˈzɑ:mpl /

UK / ɪɡˈzæmpəl /

A1
  • noun
  • Thing, person which represents a category

happen

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US / 'hæpən /

UK / ˈhæpən /

A1
  • verb
  • To take place or occur

inspire

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US / ɪn'spaɪə(r) /

UK / ɪnˈspaɪr /

B1
  • verb
  • To give someone an idea to do or make something
  • To make someone feel a certain emotion

about

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US / ə'baʊt /

UK / əˈbaʊt /

A1
  • adverb
  • To be ready to; going to
  • Nearly; approximately; roughly
  • Near; next to; close to
  • In every direction; in the area of
  • preposition
  • Concerning or of (a topic)

again

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US / ə'ɡen /

UK / əˈɡɛn /

A1
  • adverb
  • One more time, once more

current

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US / 'kʌrənt /

UK / ˈkɚrənt, ˈkʌr- /

A2
  • adjecitve
  • Happening or being in the present time
  • noun
  • Electricity flowing through wires
  • Movement of water in a river, or air in the sky

even

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US / 'i:vn /

UK / ˈivən /

A1
  • adjecitve
  • Being equal in influence, power, possibility etc.
  • Being divided equally or fairly
  • (Of teams/contest) with similar chances of success
  • Smooth, level, or regular
  • Can be divided by 2; ending in 2, 4, 6, 8, or 0
  • At a regular, equally steady manner
  • Remaining steady and unchanging
  • adverb
  • (When this is surprising) as well; too
  • (Used to compare two things/stress the difference)
  • verb
  • To make something level; to flatten
  • To make something equal

impact

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US / 'ɪmpækt /

UK / ˈɪmˌpækt /

A2
  • noun
  • A striking effect or result to hit with force
  • Very strong influence
  • Act or force of one thing hitting something else
  • verb
  • To hit or strike someone or something with force

like

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US / laɪk /

UK / laɪk /

A1
  • adjecitve
  • Being equal in status or kind to something else
  • Similar; the same
  • adverb
  • For example
  • preposition
  • Used as a filler; used to ad emphasis
  • In a way similar to the way something is done
  • Such as; for example
  • verb
  • To want to
  • To find something pleasing; to prefer something

people

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US / 'pi:pl /

UK / ˈpipəl /

A1
  • noun
  • Persons sharing culture, country, background, etc.
  • Men, Women, Children

reorganize

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US / rɪ'ɔ:ɡənaɪz /

UK / riˈɔrɡəˌnaɪz /

B1
  • verb
  • To arrange or plan something in a different way

that

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US / ðæt /

UK / ðæt, ðət /

A1
  • adjecitve
  • The person or thing being talked about
  • Used to identify something both the speakers know
  • adverb
  • Used to reinforce adjectives and adverbs
  • To such a degree
  • conjunction
  • Used to connect a noun clause
  • Used to introduce an adverbial clause
  • Used to introduce a noun clause
  • determiner
  • Used as a noun to refer to something
  • pronoun
  • Referring an object far away
  • Used to refer to the relative pronoun ‘which’

week

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US / wi:k /

UK / wik /

A1
  • noun
  • Period of seven days from Sunday to Saturday

what

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US / wɒt /

UK / hwɑt, hwʌt, wɔt, wʌt,hwət, wət /

A1
  • pronoun
  • Thing or things that; the same kind as
  • Used to emphasize something you are about to say
  • adjecitve
  • Used to refer to a particular amount, or number
  • Used to place emphasis on a particular quality
  • adverb
  • To a certain degree
  • determiner
  • Question words used for asking for information
  • exclamation
  • Used to express excitement, shock, or surprise
  • Used to ask people to repeat something they said

hit

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US / hɪt /

UK / hɪt /

A1
  • noun
  • A planned killing, usually for money
  • Song, movie etc. that is successful
  • When someone strikes someone or something
  • Time when a player makes contact with the ball
  • Time when a website is accessed
  • verb
  • To have a negative impact on a person/place/thing
  • To press something, such as a button or switch
  • To suddenly realize the importance of something
  • To move your hand, a bat, etc. against with force
  • To fight, attack or damage something or someone
  • To arrive at a specific place, level, or goal
  • To make contact with the ball in a game or sport

nothing

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US / 'nʌθɪŋ /

UK / ˈnʌθɪŋ /

A1
  • noun
  • Item of little or no value, importance, interest
  • Number or value of zero
  • pronoun
  • Not anything, not a single thing

number

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US / ˈnʌmbə(r) /

UK / ˈnʌmbɚ /

A1
  • noun
  • Symbols such as 1, 2, 56, 793
  • Particular song or dance performed during a show
  • Total quantity or amount of things
  • verb
  • To put numbers on things
  • To assign a sequence within a group, series, set
  • To claim to be part of a larger group, series, set

tailor

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US / 'teɪlə(r) /

UK / ˈtelɚ /

B2
  • noun
  • Person who makes men's clothes by hand
  • verb
  • To make or alter to fit a certain purpose

solve

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US / sɒlv /

UK / sɑ:lv /

A2
  • verb
  • To figure out a way to handle a difficult problem

case

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US / keɪs /

UK / kes /

A1
  • noun
  • Container used to carry things, e.g. clothes
  • Set of facts about a crime
  • Set of facts about an event
  • Example or instance of something
  • verb
  • To find out about a place, as in planning to steal

diffuse

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US / dɪ'fju:z /

UK / dɪˈfjuz /

B2
  • verb
  • To cause something to spread through a large area

find

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US / faɪnd /

UK / faɪnd /

A1
  • noun
  • Object discovered by chance
  • Things that have been discovered from searching
  • verb
  • To become aware of something that is happening
  • To discover or meet by chance
  • To decide if someone is guilty of a crime, or not
  • To learn through study, research, or effort
  • To discover something by looking for it

great

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US / ɡreɪt /

UK / ɡret /

A1
  • adjecitve
  • Very large in size
  • Very important
  • Very good; fantastic; wonderful
  • adverb
  • Very good; better than before
  • noun
  • Successful and well-admired person

mean

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US / mi:n /

UK / min /

A1
  • adjecitve
  • Being good at
  • Nasty; unkind
  • Not liking to spend money; cheap; stingy
  • noun
  • Average of a set of numbers
  • verb
  • To express a particular idea or thought
  • To intend to do something in particular
  • To have a particular meaning or value

partner

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US / 'pɑ:tnə(r) /

UK / ˈpɑrtnɚ /

A2
  • noun
  • One you have a business/personal relationship with
  • Someone you have personal relationship with
  • verb
  • To join with others for work or other activity

type

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US / taɪp /

UK / taɪp /

A1
  • noun
  • Printed letters or blocks used for printing them
  • Group of things or people sharing common features
  • verb
  • To identify something belonging to a group
  • To write by touching keys on a keyboard

strategically

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US / strə'ti:dʒɪklɪ /

UK / strəˈtidʒɪkl:ɪ /

A1
  • adverb
  • In a strategic or carefully worked out way

right

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US / raɪt /

UK / raɪt /

A1
  • adjecitve
  • Correct or true
  • The south side of you looking at the rising sun
  • adverb
  • Exactly in a place or time
  • Being appropriate for a particular event
  • In a straight or direct manner
  • noun
  • Something you are legally or morally allowed to do
  • Ideal of what is just and good
  • Political view based on conservatism
  • verb
  • To fix something previously wrong or unjust
  • To make upright, as a boat that has turned over

thirty

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US / 'θɜ:tɪ /

UK / ˈθə:ti /

A1
  • number
  • 30

differentiator

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US / dɪfə'renʃɪeɪtə /

UK / dɪfə'renʃɪeɪtə /

A1
  • other
  • A person who (or that which) differentiates

family

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US / 'fæməlɪ /

UK / ˈfæmli /

A1
  • noun
  • Close group of people or organizations
  • A group of people who are related through blood
  • Group of related plants or animals

juice

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US / dʒu:s /

UK / dʒus /

A2
  • noun
  • Liquids (often squeezed from vegetables, fruit)
  • Something that supplies power, e.g. electricity

then

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US / ðen /

UK / ðɛn /

A1
  • adverb
  • A time that is not now
  • Following another thing in time or arrangement
  • Following on reasonably from what was just stated
  • At that time, not now
  • Introduction to Video Content
  • In this TED talk, Jessica Apotheker explores the impact of AI on marketing and its potential to revolutionize productivity. She starts by reminiscing about the introduction of word processors and spreadsheets thirty years ago, and the expectation of increased efficiency. However, she highlights that instead of working less, people now write longer documents and create more complex presentations due to the abundance of data. Apotheker explains that generative AI is on the horizon and will be embedded in organizations, presenting a new productivity revolution. As a marketer, she emphasizes the significance of seizing this opportunity and discusses the potential impact on marketing. Traditionally a creative function, marketing will see changes as AI influences decision making and data processing. Apotheker suggests that both business leaders and consumers should pay attention to the transformation marketing will undergo in the age of AI.
  • Subtitles section
  • So let me start by bringing you back in time.
  • We are thirty years ago, and the first word processes and spreadsheets are about to hit the market.
  • And the whole economic world is bracing for the next big productivity revolution.
  • The promise at the time was we'd all spend so much less time writing, drawing slides, computing numbers on a calculator.
  • And here we are, thirty years later, and the promise has come true.
  • We all have so much leisure time on our hands, and personally, I only work two days a week.
  • No, of course, I'm just kidding.
  • The reality of what has happened thirty years later is we don't work less.
  • We just write much longer Word documents.
  • And our PowerPoint decks have gone from six slides to fifty slides.
  • And I say that as a consultant.
  • Also, we're engaged in much more complex decision making because the amount of data that we have to process has just exploded.
  • And why is that important today?
  • Well, generative AI is coming, and it's coming to be embedded in the core of our organizations and the way we work, and that will be the next big productivity revolution.
  • So the question becomes, how do we set ourselves up to actually seize this productivity opportunity?
  • I'm a marketer.
  • I spent all my career in marketing and also advising marketing professionals.
  • Now, some say marketing is the number one impacted function out there.
  • Some say the productivity impact in marketing is as high as fifty percent.
  • So that question of how can I seize that productivity opportunity is super high on my mind right now.
  • And I want to make the case it should be super important to you all as well as business leaders, but also as consumers.
  • So what will happen to marketing?
  • Well, marketing has traditionally been a super right brained creative type of function.
  • That means what?
  • It means we have excelled as marketers by tapping into the emotional needs of our consumers, coming up with that perfect product, that perfect innovation to meet that need, and also then cracking that great message that will convert the consumer at the right place in the right time.
  • Already in the past fifteen years with digital marketing and analytics, marketing has evolved from being only right brain type of generated skills to a few more specialized skill sets.
  • For example, digital marketing or marketing technology.
  • But now the difference with generative AI, it is transforming the core of marketing activities.
  • Now, in a recent study that the Boston Consulting Group conducted with Harvard, we found that ChatGPT in its current form already improves the right brain performance of marketers by forty percent.
  • Imagine what that number will be in a year or two from now.
  • So what do you think marketers would do with a day and a half of free time a week?
  • More yoga?
  • More family time?
  • Do you think companies would allow that?
  • Or do you think companies will just let large chunks of the marketing function go?
  • Well, I believe none of this is going to happen.
  • I think if we don't steer that productivity revolution very actively, marketers will invest this time in what they do best, more content and more ideas.
  • Now, if you think of more content, there is a super productive outcome for all of us as consumers.
  • More content actually means much more personalized content.
  • Now, think of that email that you're getting from your favorite brand every week.
  • Imagine if that email was a hundred percent tailored to you.
  • It means only images of people your age and gender, even people wearing T shirts of your favorite rock band, every product relevant for you, and even a human like experience powered by a bot.
  • That is certainly a productive outcome.
  • But there is also a very negative outcome for us consumers here, and that is content overload.
  • How many of you already feel chased by the same content over and over again online?
  • Now imagine if that content chasing you, if that amount of content chasing you just explodes.
  • And imagine if that content chasing you also all sounds the same.
  • Now, why is that a risk?
  • Generative AI has been trained on existing content and data.
  • Because of that, it reduces divergence of outcomes.
  • And that grand equalization of marketing is certainly not a productive outcome.
  • So what is the solve here?
  • Well, I believe marketing, but also every function out there that is being impacted by this productivity revolution, needs to grow a left AI brain, grow one fast, and also identify and protect its top right brain talent.
  • Are you going to ask me, what do you mean by growing a left AI brain?
  • Well, I mean the function needs to strategically reskill and reorganize to embed people that can build, use, and diffuse predictive AI tools in the heart of decision making.
  • I mean for marketing, building teams of marketing data scientists, marketing data engineers that build solutions that can be distributed to all marketers to, for example, unpack performance and predict outcomes.
  • Imagining in marketing, being able to understand what audience creative couples are really hitting it off in the market or what product is working with which consumer and why.
  • Well, how is the marketing funnel evolving?
  • I recently partnered with a consumer goods company that did exactly that.
  • They decided to grow a left AI brain advantage.
  • We helped them build tools that were diffused in the entire organization that helped every marketer predict for every marketing initiative what was going to be the sales outcome, how a consumer behavior is going to be impacted on every channel and every touchpoint, and go deep in unpacking execution insights to understand what creative was working and why.
  • That created a super virtuous feedback loop in the entire organization.
  • It also took building a team of thirty plus left AI brain marketers that build these tools, customize them, but also in turn upskill the entire organization to use them.
  • But the team's only a part of the puzzle.
  • I see too many companies out there embarking on this journey, just training their algorithms and models only on their current content and data.
  • Now, if you do that, the risk for a brand is to be trapped in your current territory.
  • Concretely, imagine you're a brand that is super strong with millennials.
  • There is nothing in data and content existing on millennials that will help you to be successful with Gen Z.
  • And in turn, if you're never successful with Gen Z, you will miss out on important innovations and trends that will make you stronger with millennials.
  • So I advise every company out there, think outside of the box.
  • Think outside your direct ecosystem on who could be super relevant data and content partners for you.
  • Imagine you're a construction company and you decide to market to architects for the first time.
  • You have zero data on architects.
  • What do you do?
  • Who has data on architects?
  • Other construction companies, but they're direct competitors.
  • So where do you go?
  • Well, you go outside your ecosystem, potentially, for example, with financial institutions, insurances.
  • You can set up a federated model with them, train algos on that, that will in turn make you much stronger to market to a new consumer segment.
  • And so, are you done?
  • If you have that, if you have that data, if you have those skills, are you done?
  • You have that left AI brain advantage?
  • Well, no.
  • Actually, you are not.
  • If you do that, there is a risk you give all of your right brain to generative AI,
  • and in turn run a real risk of losing that divergence, losing that super strong brand identity, being trapped in that grand equalization of marketing I was talking about a minute ago.
  • In the Harvard study we conducted with the Boston Consulting Group and Harvard, we found that when people over rely on generative AI, the collective divergence of ideas drops by forty percent.
  • Concretely, that means that new ideas don't come to the surface.
  • It means that true innovation is being stifled.
  • So what is the solve here?
  • Well, you need to identify the true artists, the true differentiators, the true innovators of your function.
  • Now, if you've ever worked in marketing, you know who these people are.
  • They are the ones that always disagree with you.
  • Now, you take these people, and you need to strategically reskill them to use AI well.
  • For example, to be inspired by new ideas, to be inspired by new trends, to also crack fast prototypes, to multiply their impact once they've cracked a great idea.
  • But you need to protect them and teach them from using the AI to generate and originate original ideas.
  • For that, they have to use their human brain.
  • to keep those human juices flowing, and that in turn will protect the identity of your brand and your differentiation in the market.
  • So I want to close with an advice for any marketer out there.
  • What are you good at?
  • Are you super creative?
  • Are you the true innovator in the room?
  • Well, if you are, cultivate that.
  • That will be your superpower.
  • Do you like data?
  • Are you super rational?
  • Are you super fact based?
  • Then you should specialize.
  • You should grow tech skills.
  • You should be investing in predictive AI competencies.
  • But right now, every marketer out there needs to choose their brain.
  • Thank you.