Word list

Get the words right

The definitive spelling of our names and the terms we use most. If a word isn't here, follow the grammar guide, then ask the brand team.

Names follow the brand architecture. Feature names (Mai, Shaheen, Masar) are names, not products: they never get a lockup or a sub-brand prefix.

Filter

Term	Write	Don't write	Note
North	North	NORTH, north, North AI	The company. Capital N, rest lowercase.
NORTH ADVANCED SYSTEMS LTD	NORTH ADVANCED SYSTEMS LTD, exactly, where the full official name is required	North Advanced Systems, North Advanced System, North Ltd; the official name in marketing, product or everyday writing	Official company name: contracts, invoices, letterhead footers, regulatory filings.
NorthStar	NorthStar	North Star, Northstar, NORTHStar, NORTH Star	Agentic AI platform (sub-brand).
NorthCloud	NorthCloud	North Cloud, Northcloud	Cloud business (sub-brand).
NorthEdge	NorthEdge	North Edge, Northedge	AI inference (sub-brand).
NorthStar Desktop	NorthStar Desktop	North Desktop, the NorthStar app	The desktop product on Windows and macOS.
NorthStar Admiral	NorthStar Admiral	North Admiral, Admiral by North	Users, licences and model gateway.
NorthStar Admiral Server	NorthStar Admiral Server	Admiral server, the Admiral backend	Component: always-on service.
NorthStar Admiral Console	NorthStar Admiral Console	Admiral desktop, operator app	Component: operator console.
NorthStar Skipper	NorthStar Skipper	Skipper by North	On-premises model hosting.
NorthStar Studio	NorthStar Studio	North Studio	Product.
NorthStar Gateway	NorthStar Gateway	North Gateway	Product.
NorthStar Marketplace	NorthStar Marketplace	North Marketplace, the store	Product.
NorthEdge Horizon	NorthEdge Horizon	North Horizon	Inference platform.
NorthEdge Garden	NorthEdge Garden	North Garden	Model catalogue.
NorthEdge Batch	NorthEdge Batch	North Batch	Batch inference.
NorthEdge Observe	NorthEdge Observe	North Observe	Model monitoring.
North Success	North Success	NorthSuccess, North support portal	Enabler: support and success, success.north.ae.
North Academy	North Academy	NorthAcademy, North University	Enabler: training and certification.
North Vanguard	North Vanguard	NorthVanguard	Enabler: procurement and suppliers.
North Talent	North Talent	NorthTalent, North HR	Enabler: hiring.
North Identity	North Identity	North Brand portal, brandbook	Enabler: this hub, identity.north.ae.
Mai	Mai	MAI, the chatbot	Conversational assistant in NorthStar (feature). Formerly North Chat.
Shaheen	Shaheen	SHAHEEN, NorthStar Shaheen	Strategic-analysis module (feature).
Masar	Masar	MASAR	Geospatial tracks module (feature).
agent	agent	bot, AI employee, digital worker	Lowercase unless it starts a sentence.
AI	AI	A.I., Ai, artificial intelligence (after first use)	No need to spell out.
on-premises	on-premises	on-premise, on-prem (except in UI space limits)	With the s. Hyphenated as an adjective.
residency	residency, data residency	data sovereignty (unless legally precise)	Where data and processing are allowed to happen.
sovereign	sovereign AI, sovereign cloud	nationalised, government-owned AI	Means under the customer's and nation's control.
model garden	model garden	model zoo, model store	The catalogue of models in NorthStar.
licence / license	licence (noun), license (verb)	license (noun)	British English. UI strings may keep the US spelling where required.
sign in	sign in (verb), sign-in (noun)	log in, login	Match the product UI.
set up / setup	set up (verb), setup (noun)	setup (verb)
email	email	e-mail, E-mail
dataset	dataset	data set
real time	real time (noun), real-time (adjective)	realtime
human in the loop	human in the loop; human-in-the-loop review	HITL (in customer copy)
UAE	the UAE	U.A.E., Emirates (in formal text)
government	government	Govt., gov	Capitalise only in official names.

Last updated on 14 October 2026