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This elegant architecture, designed to do the simplest thing conceivable—just take one step at a time—was like a skeleton key for AI. In 2017 the team published its results in the Neural Information Processing Systems journal, which had published the original AlexNet results. The paper needed a name, so Jones, channeling the Beatles, suggested “Attention Is All You Need.” This was an off-the-cuff joke that he didn’t think the team would actually use. Later, he would meet people with the sentence tattooed on their arms.