The White House’s latest rebranding effort appears poised to change how the federal government refers to artificial intelligence, replacing familiar language with terms such as “superintelligence” or “SI.” The administration says the change reflects AI systems’ ability to “amplify human ingenuity” rather than merely “mimic” intelligence. As with earlier renaming campaigns, the effects could extend beyond official documents, turning terminology into a test of political alignment while reshaping how one of the country’s most closely watched technologies is discussed.
Rebranding has become a White House tradition. President Trump has changed names to emphasize U.S. control over bodies of water, including American Bay and American Lakes; to signal new institutional priorities, such as the Department of the Army; and to leave his mark on prestigious locations. The ongoing dispute over the Kennedy Center’s name is another example of this approach. The Washington Post has reported on the Kennedy Center name-change battle.
AI terminology becomes a political issue
If the latest rebranding effort follows those earlier examples, word choice could become a measure of political loyalty. People who adopt the new terminology may be seen as supporting the administration, while those who continue using the old language could become targets of criticism.
A similar dispute emerged after the White House objected to the Associated Press’s use of “Gulf of Mexico” rather than “Gulf of America.” The administration later prohibited the news organization from attending some White House press events. NPR reported on the AP dispute.
Most Americans can go months without thinking about what to call the large lake between New York and Canada. Artificial intelligence is different. AI is at the center of the national conversation, and two-thirds of Americans say they are interested in the technology. A Pew Research Center report found that people interact with AI multiple times a week. That makes this potentially the administration’s most consequential rebranding effort yet.
The question is who will be using the new language a month from now.
“Superintelligence” enters government documents
The government itself appears to be leading the transition. The term “superintelligence,” often shortened to “SI,” is now appearing frequently in federal solicitations. For example, Immigration and Customs Enforcement issued a request for companies to build “SI-powered” surveillance systems for ICE detention facilities. The solicitation is available through GovTribe.
The new terminology has reportedly been replacing older language on most government websites. Some facilities, including the National Institutes of Health, have posted banners warning visitors that they may encounter both the new and old terms during the transition.
Not every agency has adopted the new terminology
The rollout has not been entirely consistent. The day after the rebranding order, the Pentagon announced Project Meridian, an ambitious effort to study the future of warfare, but used older terminology.
Other federal communications have also continued to use established AI language. The Federal Trade Commission recently issued a press release about its inquiry into personalized pricing and compensation. The FTC announcement is available on its website. A recent Health and Human Services announcement about awards intended to accelerate agentic AI in clinical care and improve laboratory interoperability likewise showed no clear sign of adopting the new language. The announcement was published by HealthIT.gov.
“AI” is likely to remain in use
Despite the shift toward “superintelligence,” the term “AI” is unlikely to disappear. Federal agencies have created numerous AI-related offices, initiatives and programs in recent years, including the Pentagon’s Office of the Chief Digital and Artificial Intelligence.
The executive order does not apply to regulations or documents issued previously, leaving the government with a mixture of old and new terminology. For now, the rebranding appears to be an uneven transition rather than a complete replacement of the language Americans already use to describe artificial intelligence.
Source: www.technologyreview.com