WorldPosted at: Oct 1 2026 7:39PM


AI rebranding underway in US as Trump and tech giants embrace ‘Super Intelligence’ as alternative term

Washington, Oct 1 (UNI) The rebranding of AI is underway in the United States, being spearheaded by President Donald Trump and some of the tech industry’s biggest giants, with all of them agreeing to embrace “superintelligence”, or SI as an alternative term for artificial intelligence.
Trump formally declared the preferred terminology for the executive branch on Tuesday, after previously asking for alternatives to “AI” on Truth Social.
He made the announcement alongside executives from Google, Anthropic, Meta, OpenAI, xAI and Nvidia, all of who signed the White House Accord on Super Intelligence.
“Now we’re calling it, again, super. We can say the word super, because the other word is a fake word,” Trump said after the White House summit.
The change in language comes as Washington and Silicon Valley face growing public unease over AI, from job losses and data centre expansion to concerns over the risks posed by increasingly powerful systems.
Supporters of the rebranding see it as a way to emphasise the technology’s potential without immediately invoking many of the concerns surrounding the term “artificial intelligence”, which these days carries with it a sense of dread due to the many harmful repercussions of misuse, reports Axios.
Nvidia chief Jensen Huang has taken the terminology further, referring to data centres as “superintelligence factories”.
Such facilities consume huge amounts of energy and have faced growing opposition from communities and politicians, potentially complicating the expansion plans of AI companies.
Not all tech execs have fully adopted the new terminology, with some continuing to use the term “AI” in their remarks at the White House, while xAI CEO Elon Musk briefly used the term before correcting himself to “SI”.
Similarly, Meta CEO Mark Zuckerberg has previously used “superintelligence” in describing the company’s ambitions.
Huang has emerged as one of the most prominent supporters of the rebranding. He used “superintelligence” repeatedly during a White House panel and, after accidentally referring to “AI”, corrected himself by saying: “I am going to get good at this.”
Representatives of AI companies declined to comment publicly on the change in terminology. Some said their companies broadly supported using “SI” when dealing with Trump and the federal government, while others said they did not expect the term to become widely used beyond those settings.
The public, however, appears less interested in changing the name.
A YouGov poll conducted this week found that 53% of respondents preferred “artificial intelligence”, while just 9% favoured “superintelligence”.
The push comes as concerns about AI continue to grow.
Communities opposed to large data centres are forming bipartisan coalitions, younger workers are increasingly anxious about the impact of automation on careers, and some people working within the AI industry continue to warn of potentially catastrophic risks from more advanced systems.
Trump has argued that the word “artificial” makes the technology sound less credible.
“The name is now superintelligence. That’s not a hoax, in fact it’s the exact opposite,” he said on Tuesday.
According to public polling, most Americans already regard AI as a powerful technological tool, with the debate now being increasingly focused towards its development, regulation and description.
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