The US Department of Homeland Security recently spotlighted the Trump administration’s campaign to rename artificial intelligence as "Super Intelligence" (SI), a move firmly endorsed by key industry leaders and embedded in federal policy directives. This rebranding effort aligns with Washington's broader goal to assert and maintain US dominance in emerging technologies.
- Trump administration mandates replacing 'artificial intelligence' with 'Super Intelligence' in government discourse
- Prominent tech CEOs including Elon Musk and Mark Zuckerberg endorse the terminology change
- Rebranding reflects US strategy to dominate global AI technology and shape international perceptions
What happened
The Trump administration has formally launched a campaign to rename artificial intelligence as "Super Intelligence" (SI). This initiative began with President Trump's remarks in 2025 and culminated in an executive order in September 2026 that instructs federal agencies to adopt the new terminology and cease use of the term artificial intelligence in official contexts. Following the president's mandate, the State Department directed diplomats to update all references accordingly, and the White House Office of Science and Technology Policy publicly used the new term.
This push coincided with a high-profile moment when Department of Homeland Security Secretary Markwayne Mullin referenced 'Super Intelligence' during a nationwide flight disruption briefing, drawing attention to the administration’s resolve to enforce the branding. Industry leaders such as Elon Musk, Mark Zuckerberg, and then Nvidia CEO Jensen Huang have publicly embraced the terminology shift, reflecting a convergence between government and private sector messaging on AI.
Why it matters
The adoption of 'Super Intelligence' over 'artificial intelligence' signifies more than a semantic change; it reflects a strategic effort by the US government to reinforce a narrative of technological supremacy and unassailable global leadership. This rebranding aligns with the administration’s stated goal of establishing ‘unquestioned and unchallenged global technological dominance,’ projecting strength amid intense international competition in AI development.
Moreover, by coordinating terminology across government agencies and influential tech companies, the administration is shaping public and diplomatic discourse on AI in a way that underscores US innovation leadership. Such framing could influence regulatory approaches, international agreements, and the broader cultural understanding of AI technology's potential and risks.
What to watch next
The effectiveness and acceptance of the 'Super Intelligence' term will be critical to observe, particularly whether other nations and international organizations adopt or reject this rebranding effort. Industry alignment with the White House will also be a key factor, as broader adoption across the technology sector could cement the term in usage or conversely provoke backlash or confusion.
Another area to monitor is how this linguistic shift shapes AI governance and regulatory frameworks both in the US and globally. Governments may recalibrate policies around AI development and oversight influenced by this new framing, potentially affecting everything from research funding to ethical guidelines. The coming months will reveal if 'Super Intelligence' becomes standard vocabulary or remains an administration-specific branding exercise.