The White House has directed US government officials to refer to artificial intelligence as “super intelligence,” or SI, as part of a broader effort to reshape the technology’s public image following a non-binding agreement with major industry leaders.
President Donald Trump last week convened top AI executives to sign a “Joint Commitment on Frontier Responsibilities.” Officials and company representatives repeatedly used the new “SI” terminology during the event, though they occasionally reverted to the older acronym and corrected themselves.
The agreement itself is not legally enforceable. Trump described it as carrying moral weight rather than formal obligations. “I think it’s morally binding,” the president said.
Critics noted the document contained a typographical error, referring to the “Unites States,” and pointed out that companies remain free to police themselves. The administration had previously argued against the need for regulation before later acknowledging the importance of US leadership on the issue.
Observers suggested the rebranding aims to distance the technology from growing public concerns over job losses, energy consumption and environmental impact associated with data centres. The substance of the new commitments remains limited, with no clear enforcement mechanisms outlined.
