Business

Trump's AI rebrand causes 'unprecedented' demand for Slovenian website names

BBC Business · 2026-10-01

AI SUMMARY

• What happened: President Trump's push to rename artificial intelligence (AI) as "super intelligence" (SI) has led to a dramatic increase in domain name registrations in Slovenia, with 44,000 new registrations in September, a rise of over 2,100% from August. • Why it matters: This surge reflects the influence of political discourse on global trends and highlights the potential for cyber-squatting, as individuals seek to capitalize on the heightened interest in the term "super intelligence." • What to watch next: Observers should monitor the ongoing impact of Trump's rebranding initiative on both domain registrations and public perception of AI, as well as any further developments from the U.S. government regarding the adoption of the new terminology.

**Trump's AI Rebranding Sparks Surge in Slovenian Domain Registrations**

In a surprising turn of events, President Donald Trump's recent push to rename artificial intelligence (AI) as "super intelligence" (SI) has led to a remarkable surge in the registration of domain names in Slovenia. According to the country's official national registry, the number of .si domain registrations skyrocketed to 44,000 in September, a staggering increase of over 2,100% compared to the less than 2,000 registrations recorded in August.

Klara Herman, a spokesperson for Register.si, noted that the scale of activity in late September was "unprecedented" when compared to the previous year. On September 30 alone, the registry reported 11,000 new registrations, highlighting the sudden and significant interest in Slovenian web addresses.

The surge in registrations appears to be closely linked to President Trump's remarks during his speech at the United Nations General Assembly on September 11. In his address, Trump argued that the term "artificial" implies a sense of falseness, stating, "The use of the word artificial makes it sound fake. It's not fake, it's actually amazing." He emphasized the need for caution as society enters what he termed the "new world of super intelligence."

The timing of the domain registrations raises questions about the motivations behind this unprecedented activity. While Herman acknowledged the unique spike in registrations, she expressed caution in attributing the entire increase solely to Trump's comments. One potential explanation for the surge is the practice of cyber-squatting, where individuals register specific domain names speculatively, hoping to sell them later at a profit.

Historically, domain names have proven to be lucrative assets. For instance, Rick Schwartz, known as "The Domain King," famously purchased the domain men.com for $15,000 in 1997 and sold it seven years later for an impressive $1.32 million. This precedent suggests that many of the new registrations may be driven by individuals seeking to capitalize on the heightened interest in the term "super intelligence."

In a related development, President Trump convened a meeting with leading technology executives, branding it an "extraordinary gathering" of individuals "building America's Golden Age." During this meeting, he signed an executive order mandating that U.S. government departments and agencies adopt the terminology "SI" and "Super Intelligence," effectively phasing out the use of "AI" in official communications, including reports and websites.

However, the executive order was not without its controversies. Images of Trump's signature on the document circulated online, drawing attention to a misspelling of "United States" beneath his name, which led to a wave of mockery on social media.

As the debate over the rebranding of AI continues, the implications of Trump's initiative are being felt far beyond the United States. The dramatic rise in Slovenian domain registrations illustrates how global perceptions and trends can shift rapidly in response to political discourse. Whether this trend will continue remains to be seen, but the initial response indicates a significant interest in the concept of super intelligence, particularly among those looking to secure a stake in the evolving digital landscape.

As the world grapples with the implications of advanced technologies, the terminology used to describe them will undoubtedly play a crucial role in shaping public perception and policy. The developments in Slovenia serve as a reminder of the interconnectedness of technology, language, and commerce in the modern age.

Source: BBC Business
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