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Will Trump's AI rebrand as 'super intelligence' catch on?

BBC Business · 2026-09-23

AI SUMMARY

• What happened: U.S. President Donald Trump proposed rebranding artificial intelligence (AI) as "super intelligence" (SI) during a speech at the United Nations General Assembly, claiming the term AI sounds "fake." • Why it matters: The rebranding has sparked discussions about its implications in the technology industry, with some administration members adopting the term, while experts express skepticism regarding its accuracy and potential to mislead. • What to watch next: The response from the technology sector and international figures, as well as upcoming discussions between Trump and Chinese President Xi Jinping regarding AI, will be crucial in determining the future of this rebranding initiative.

**Will Trump's AI Rebrand as 'Super Intelligence' Catch On?**

In a recent speech at the United Nations General Assembly, U.S. President Donald Trump proposed a significant rebranding of artificial intelligence (AI), suggesting that it should be referred to as "super intelligence" or "SI." This announcement has sparked discussions about the potential implications of such a change and whether it will gain traction in the technology industry.

During his address, Trump expressed that the term "artificial intelligence" sounds "fake" and introduced the concept of "super intelligence" to the audience. "Welcome to the new world of super intelligence - SI," he stated. Following the speech, some individuals within Trump's circle began to adopt the new terminology, including U.S. Chief Technology Officer Ethan Klein, who tweeted, "The Super Intelligence (SI) President has spoken! The United States is and will remain the global leader in SI."

Trump's push for the new term is part of a broader trend of rebranding initiatives he has undertaken, which have included changes to geographical names on U.S. maps. He emphasized that he hopes "all of United States' documents, and hopefully the world's, will be changed to use the more accurate term 'super' as opposed to 'artificial'."

In the days leading up to his speech, Trump engaged his followers on social media, soliciting their opinions on alternative names for AI. After conducting a series of polls on his Truth Social platform, "super intelligence" emerged as the favored choice among his supporters.

However, experts in the field of technology and ethics have expressed skepticism about the viability of the term "super intelligence" in the industry. Simon Coghlan, a digital ethics lecturer at The University of Melbourne, pointed out that the term is typically reserved for a hypothetical advanced system that surpasses human intelligence in all aspects. He described the rebranding as "misleading," noting that it exaggerates the current capabilities of AI technology.

Similarly, Ben Leong, a computer science lecturer at the National University of Singapore, commented that professionals in the field are likely to reserve the term "super intelligence" for a future level of AI that does not yet exist. "It doesn't feel like it's at that level yet," he remarked.

Despite the skepticism from experts, some members of Trump's administration have embraced the new nomenclature. Trump's ambassador to the UN, Michael Waltz, echoed the president's sentiments, stating, "If you didn't see the president's speech, it's now super intelligence. I think he's absolutely right."

Conversely, the reaction from international figures has been less enthusiastic. Canada's minister of AI, Evan Solomon, remarked, "Canadians are not enthusiastic, at all, about renaming things," in reference to Trump's previous renaming initiatives.

The discussion surrounding the rebranding of AI comes at a time when prominent tech executives and researchers have been advocating for increased regulation of the AI industry due to concerns over its potential dangers. Trump has dismissed these fears as "a hoax," arguing against regulation and asserting that the United States must maintain its competitive edge over China in technological advancements. "We're leading now over China by a lot, and everyone else, and we're going to keep it that way," he stated, emphasizing the importance of AI in the global technological landscape.

As Trump prepares to meet with Chinese President Xi Jinping, AI is expected to be a topic of discussion between the leaders of the world's two largest economies. The outcome of these discussions could further shape the future of AI development and regulation on a global scale.

In conclusion, while President Trump's rebranding of AI to "super intelligence" has garnered attention, its acceptance within the technology sector remains uncertain. Experts caution against the potential misinterpretation of the term, while some within the administration have already adopted the new language. As the conversation around AI continues to evolve, the implications of this rebranding initiative will likely unfold in the coming weeks and months.

Source: BBC Business
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