Can Trump Rebrand AI? Experts Weigh President's 'Super Intelligence' Push
Trump might have a tougher time than he has seen with his other rebranding efforts like "Gulf of America" and "Lake America."
President Donald Trump has been pushing for the term "super intelligence" to replace "artificial intelligence," but marketing experts warn that the rebranding could be more challenging than his previous attempts. Somewhere around 50,000 Truth Social followers responded to his poll, and 65 percent of them preferred the term "super intelligence."
At the United Nations General Assembly, Trump stressed that the federal government would use this new term for AI, but the State Department had employees refer to AI as "super intelligence" as well. Newsweek reached out to the White House for comment on Friday, but no response was received as of the time of publication. While Trump claimed Xi Jinping was receptive to the rebranding, some experts doubt tech leaders will adopt the term, as it has a specific meaning in the tech world.
The term refers to AI that significantly surpasses human cognitive performance in virtually all domains. Some marketing experts believe that the term "super intelligence" might backfire, as it heightens the negative associations of AI and could increase public distrust. Professor Susan Fournier suggested that the tech industry will likely reject the term, as Trump's credibility is at an all-time low.
However, Dubé pointed out that if tech CEO's see a potential benefit, they might adopt the term for instrumental reasons.
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