Trump Pushes to Rebrand AI as 'Super Intelligence'

US President Donald Trump has expressed a preference for referring to artificial intelligence (AI) as "super intelligence," according to BBC Business, in an apparent effort to reshape how the technology is described publicly.

Some individuals close to the president have already begun adopting the term in their own communications, reflecting an early, if limited, uptake of the proposed rebranding within circles aligned with the administration.

Experts skeptical of the shift

Despite this early adoption among some allies, experts cited in the report say the new terminology is unlikely to catch on more broadly. "Artificial intelligence" has been the standard term used across industry, academia, media and government for decades, and rebranding an entire field's vocabulary typically requires far more than the preference of any single figure, however prominent.

The term "superintelligence" already carries an established meaning within the AI research community, where it typically refers to a hypothetical future system whose cognitive abilities would vastly exceed those of humans across virtually all domains — a distinct concept from AI as it exists and is discussed today. Using the term as a blanket replacement for "artificial intelligence" could therefore create confusion among specialists.

Language around emerging technologies often evolves as public figures and companies seek to frame new tools in particular ways, but such shifts do not always succeed. Whether "super intelligence" gains traction beyond Trump's immediate circle remains to be seen, with widespread adoption depending on factors ranging from media usage to industry conventions that are largely outside any one individual's control.