Trump's attempt to rename AI is looking awfully artificial
A 'super' new euphemism probably isn't enough to make Americans forget their concerns about AI.
In 2026, as artificial intelligence continues to reshape industries, governments, and daily life, the battle over how we talk about it has never been more consequential. The Trump administration's recent push to rebrand AI—apparently favoring the term 'super intelligence' over 'artificial intelligence'—seems less like a linguistic upgrade and more like a transparent attempt at reputation laundering.
A Euphemism by Any Other Name
According to sources familiar with internal discussions, the administration has floated the idea of officially referring to advanced AI systems as 'super intelligence' in public communications, policy documents, and even regulatory frameworks. The rationale? 'Artificial' sounds, well, artificial—cold, synthetic, and untrustworthy. 'Super,' by contrast, implies superiority, excitement, and perhaps a dash of comic-book heroism.
But rebranding a technology doesn't change what it is or how people feel about it. Polling data from early 2026 shows that a solid majority of Americans remain wary of AI's impact on jobs, privacy, and democracy. A glossy new label won't erase those concerns—and may even deepen cynicism about the government's willingness to address them honestly.
Why 'Artificial' Isn't the Problem
Critics of the term 'artificial intelligence' have long argued that it anthropomorphizes machines and sets unrealistic expectations. But the solution isn't to swap one marketing term for another. The real issues—algorithmic bias, data privacy, economic disruption, and the concentration of AI power in a handful of corporations—require substantive policy responses, not semantic rebranding.
Moreover, 'super intelligence' already has a specific meaning in the field: an intellect far surpassing human capabilities, often discussed in existential risk debates. Applying it broadly to today's AI systems muddies the waters and could lead to public confusion or inflated expectations.
The Politics of Naming
This isn't the first time a political administration has tried to control the narrative around technology. From 'clean coal' to 'enhanced interrogation,' history is littered with euphemisms designed to soften public perception. But AI is different: it's already woven into the fabric of everyday life, and people are paying attention.
In 2026, with AI-generated content flooding social media, deepfakes influencing elections, and autonomous systems making life-or-death decisions, the public is more informed—and more skeptical—than ever. A rebranding campaign that smacks of PR spin is likely to backfire.
What's Really Needed
Instead of renaming AI, the Trump administration could focus on the hard work of governing it: funding research into safe and ethical AI, enforcing antitrust laws to break up monopolies, protecting workers displaced by automation, and ensuring that AI serves the public interest rather than just corporate bottom lines.
That would be a legacy worth touting—no euphemism required.
Adi Robertson covers policy and AI for The Verge.
via The Verge AI