Trump Pushes “Super Intelligence” Rebranding, Top Tech CEOs Follow Suit

President Donald Trump directed federal agencies to replace the term “artificial intelligence” with “super intelligence” during an AI-focused luncheon at the White House. He subsequently announced on his Truth Social platform that the use of AI—or “artificial intelligence”—would be banned in “all relevant documents” and “everything else.” The directive marks a shift toward a more expansive label for emerging technologies within the executive branch.

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Following the president’s announcement, Elon Musk and Mark Zuckerberg publicly aligned their companies with the new terminology. On a Tesla earnings call, Musk noted that while some humanoid robots were impressive, they were not employing “advanced AI or SI,” and he highlighted the recent renaming of SpaceX’s AI division to SpaceXSI. Other technology CEOs were reported to be less eager to adopt the terminology on their calls.

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The rebranding effort is part of Trump’s broader strategy to promote rapid AI development while limiting regulatory oversight. The president’s AI luncheon gathered industry leaders to discuss growth opportunities, and his administration has signaled a willingness to reshape terminology as a means of influencing public perception and policy frameworks.

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Trump’s Truth Social post framed the ban on AI in official documents as a measure to streamline language and avoid “confusion.” Musk’s earnings-call remarks positioned SpaceX’s new division name as a direct response to the administration’s guidance. Zuckerberg’s comments on Meta’s call emphasized the company’s alignment with the “super intelligence” goal, citing the earlier creation of a dedicated research unit.

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The president’s terminology shift and the visible compliance by two of the nation’s most influential tech CEOs could encourage broader industry adoption of “super intelligence” language, potentially affecting how regulators, investors, and the public discuss emerging technologies. However, the mixed response from other tech leaders suggests that the rebranding may not become universal without further policy incentives or mandates.

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