Trump's 'Super Intelligence' Rebrand Is Already Reshaping Corporate Branding

Donald Trump has declared war on two letters — 'AI' — and the tech industry is starting to blink. On Truth Social, Trump posted that the White House considers anyone still using the term 'Artificial Intelligence' rather than 'Super Intelligence' to be 'THE ENEMY,' escalating a campaign he formalized in a September 29 executive order directing all federal agencies to swap out 'AI' and 'AI' for 'Super Intelligence' and 'SI' in official communications, websites, reports, and policy documents.

Salesforce CEO Marc Benioff moved fast. Within days of Trump's Truth Social broadside, Benioff announced on X that the company's agent platform AIForce would be renamed SIForce, declaring 'The era of Super Intelligence is here.' The change applies to the product, not Salesforce's corporate identity. Elon Musk had already signaled the same direction, pledging to rename SpaceXAI to SpaceXSI — giving the rebranding push real momentum beyond Washington's bureaucratic circles.

The executive order's justification is that modern AI systems have already outgrown their original name — that today's tools increasingly amplify human creativity in ways that the humble 'artificial intelligence' label undersells. But the move lands awkwardly on a technical level: 'superintelligence' has a specific meaning in the AI research community, referring to hypothetical systems that vastly outperform humans across virtually all cognitive tasks. Slapping the label on current products — including chatbots and sales automation platforms — doesn't make them meet that bar.

The ripple effects are real for companies whose brand identities are built on 'AI': OpenAI, Scale AI, Character AI, and Resolve AI all declined to comment when asked about the push. None are legally required to comply — the executive order only binds federal agencies — but the combination of White House pressure, Musk's influence, and Benioff's quick pivot suggests the terminology shift could gain broader corporate traction faster than critics expect.