The magic is over, the everyday life has begun", an expert on the words of 2026 and their benefits for business "Ishka", "Haredati", "Airy" and "Dopamine" were included in the short list of candidates for the word of the year according to "Restraint. ru". There are ten words in total, and half are related to artificial intelligence. Other contenders include "niche," "coding wave," "creation," "data center" and "agent AI." But how beneficial is it for a business to use buzzwords in advertising? Media manager, founder of the digital media agency bQ Group, author of the Telegram channel "Baskarmani" Dmitri Baskarmani believes that the words "dopamine" and "niche" are already losing relevance. The consumption habits behind them continue - people are looking for small joys at a reasonable price and want to buy something unusual. "If in 2027 some brand writes "dopamine" on the packaging, it will be similar to the hype in 2019: the word enters the short list when it has already worn out." How can these and other words help the business? Listen in sound.