Trump's AI rebrand is catching on with Elon Musk and Marc Benioff
· Business Insider
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- Trump called those who don't adopt the term super intelligence "the enemy."
- Marc Benioff said Salesforce's AIForce platform is becoming SIForce.
- Elon Musk also pledged to rename SpaceXAI as SpaceXSI.
Donald Trump wants two letters scrubbed from the tech industry’s vocabulary, and some executives are already reaching for replacements.
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Salesforce CEO Marc Benioff said Friday that his company’s AIForce platform is getting a new name.
“The era of Super Intelligence is here. AIForce is officially SIForce,” Benioff wrote on X.
The announcement follows Elon Musk’s pledge Sunday to rename SpaceXAI to SpaceXSI, giving Trump’s campaign to replace “artificial intelligence” with “super intelligence” traction beyond Washington.
Salesforce’s change concerns its agent platform, rather than the company’s corporate name.
Trump, meanwhile, is turning his terminology preference into a test.
“The White House considers anyone that uses the term, ‘Artificial Intelligence,’ as opposed to the highly accepted new and more accurate term, ‘Super Intelligence,’ THE ENEMY!” Trump wrote on Truth Social on Thursday.
The warning escalates a push Trump formalized in a September 29 executive order directing federal agencies to substitute “Super Intelligence” and “SI” for “Artificial Intelligence” and “AI” in official communications, websites, reports, and policy documents, to the extent permitted by law.
Private companies aren’t required by the order to follow suit. But Benioff’s announcement and Musk’s proposed rebrand show how the president’s preferred language is making its way into corporate branding.
The administration’s argument is that AI has outgrown its name. The executive order says today’s systems increasingly amplify human creativity and that “Super Intelligence” better captures their potential.
The rebranding push complicates matters for companies whose names include AI, and raises questions over what counts as superintelligence. The term generally describes systems far more capable than humans across a broad range of tasks, and renaming existing products doesn’t establish that they meet that threshold.
OpenAI, Scale AI, Character AI, and Resolve AI did not respond to requests for comment.
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