The administration selected "Super Intelligence" after also weighing options such as "Extreme Intelligence" and "Supreme Intelligence." Although the rebranded language appears on certain websites and in Immigration and Customs Enforcement surveillance solicitations, prominent bodies like the Pentagon, Federal Trade Commission, and Health and Human Services continue to use traditional phrasing. Outside the administration, adoption remains low, with even conservative news outlets refusing to alter their standards.
Key points
Federal agency compliance with the mandatory language directive remains uneven across dep…: Federal agency compliance with the mandatory language directive remains uneven across departments a month after the order.
The administration considered alternative phrases, including "Extreme Intelligence" and "…: The administration considered alternative phrases, including "Extreme Intelligence" and "Supreme Intelligence," before finalizing the mandate.
Outside the federal government, private media organizations including Newsmax and the Wal…: Outside the federal government, private media organizations including Newsmax and the Wall Street Journal have declined to adopt the new phrasing.
Sources checked by our analysis pipeline: 1
One month into the attempted rebrand of “AI,” the term is not catching on. But it’s sure to muddy our national conversation about AI anyway.
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At the end of September, President Trump signed an executive order that contained just one directive, ordering government agencies to rebrand what they had been calling artificial intelligence as “Super Intelligence.” That term beat out other contenders, including “Extreme Intelligence” and “Supreme Intelligence,” offered by the president in a poll on X a couple of weeks earlier.
Rebrands are, of course, now a White House tradition: Trump has changed names to project US dominance of certain bodies of water (the Gulf of America and Lake America), to signal new institutional priorities (Department of War), or simply to leave his mark on storied places (see the ongoing fight over renaming the Kennedy Center).
The stated reason for this name change is that today’s AI systems “amplify human ingenuity” rather than merely “imitate”…
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