Why Donald Trump Wants to Replace Artificial Intelligence With “Super Intelligence”

A battle over terminology has become part of the debate surrounding artificial intelligence in the United States. President Donald Trump is seeking to replace the familiar expression “artificial intelligence” with “Super Intelligence,” arguing that the traditional label fails to convey the technology’s growing capabilities. The initiative, however, raises questions about whether changing the language can influence public perceptions of a technology that is already generating significant economic expectations and social concerns.

The campaign goes beyond a presidential preference for different wording. On September 29, Trump signed an executive order directing federal departments and agencies to adopt “Super Intelligence,” abbreviated as SI, in their official communications. He subsequently warned that those who continued using the conventional terminology could be regarded as enemies of the White House, intensifying the controversy surrounding the initiative. <Cite refs={["turn804707search13","turn804707search6"]}/>

A new label designed to reshape perceptions

Trump has repeatedly argued that the word “artificial” gives the impression that the technology is somehow false or less sophisticated than it actually is. During his address to the United Nations General Assembly in September, he presented “Super Intelligence” as a more appropriate description of systems whose capabilities are advancing rapidly.

The president had previously invited users on social media to weigh in on alternative names, including “Superior Intelligence.” The preference for “Super Intelligence” subsequently became the basis of his effort to establish a new vocabulary for the technology.

The administration’s decision reflects an attempt to frame artificial intelligence primarily in terms of technological power and future potential. Rather than emphasizing its artificial origins, the new expression places the focus on intelligence and the prospect of increasingly capable machines.

Yet the distinction is not merely cosmetic for researchers. In scientific and technology circles, superintelligence already has a specific meaning: a hypothetical form of intelligence that would surpass human cognitive abilities across a broad range of fields. That concept is not synonymous with all existing AI systems. <Cite refs={["turn804707search2","turn804707search4"]}/>

The economic stakes behind the terminology

The initiative comes as Washington and Silicon Valley seek to maintain the United States’ position in a strategic technology race, particularly in relation to China.

For Jean-Pierre Dubé, a marketing professor at the University of Chicago, the campaign reflects concern within the administration that public resistance to AI could slow investment in a sector widely viewed as a major source of future economic growth.

However, changing a technology’s name does not necessarily change how people perceive its risks. A more ambitious label may communicate confidence in innovation, but it cannot by itself address concerns about employment, privacy, security or the concentration of technological power.

The distinction is important for policymakers and technology companies alike. Public acceptance may depend less on terminology than on whether the benefits of AI become tangible and whether safeguards keep pace with its deployment.

Technology companies respond, but terminology remains contested

Several prominent technology figures have embraced the new expression, although the industry's response has not been uniform.

Meta, the company led by Mark Zuckerberg, has already used the term “superintelligence” in its technology communications and organizational branding. Elon Musk, a close ally of Trump, has also supported the terminology shift and promoted it in his public messages. Musk has announced plans to rename his AI company from SpaceXAI to SpaceXSI. <Cite refs={["turn804707search2","turn804707news27"]}/>

Nevertheless, the president’s preference has not displaced the established terminology throughout the technology sector. Researchers and companies continue to use “artificial intelligence” to describe the broad field, while reserving “superintelligence” for a more specific concept involving capabilities beyond those of humans.

That difference matters because terminology shapes expectations. Using “Super Intelligence” as a blanket label could blur the distinction between current AI tools and hypothetical systems with substantially greater cognitive capabilities.

Public concerns extend beyond the name

The rebranding effort is unfolding against a backdrop of public unease about the technology’s rapid expansion. Although AI tools are increasingly integrated into everyday activities and business operations, their growing presence has prompted questions about cybersecurity, job displacement and the environmental and infrastructure costs associated with large data centres.

A national poll released by Quinnipiac University on September 29 illustrates the political challenge facing the administration. Among surveyed US voters, 25% approved of Trump’s handling of artificial intelligence, while 58% disapproved; 17% expressed no opinion. The findings measure public assessments of the president’s approach to AI, rather than support for the proposed name itself. <Cite refs={["turn804707search1"]}/>

The figures suggest that the administration faces a broader challenge than finding a more appealing expression. Voters’ concerns involve how the technology is governed, how its risks are managed and who ultimately benefits from its expansion.

Can a presidential rebranding change the debate?

Trump’s initiative demonstrates how political communication can become intertwined with technological policy. By promoting a more assertive name, the president is attempting to frame AI as a symbol of American innovation and strategic advantage rather than as a source of uncertainty.

But language has limits. A change in official terminology cannot independently resolve questions about accountability, safety, employment or the distribution of economic gains.

For the technology industry, the wider challenge is to sustain innovation while addressing the concerns of the public whose trust will influence its long-term adoption. Whether “Super Intelligence” gains lasting traction will depend not only on government directives or the support of prominent executives, but also on whether the expression becomes meaningful and useful beyond the political campaign that introduced it.