Trump and CEOs try to shed AI's toxic branding

AxiosOctober 1, 2026en

The great AI rebranding is on, led by President Trump and tech titans like Nvidia CEO Jensen Huang, who are embracing an alternative term: "Superintelligence," or SI. Why it matters: Leaders in D.C. and Silicon Valley are worried the public backlash against AI and data centers will hamper the development of this staggeringly powerful and existentially dangerous technology. The new label is part of a broader effort to shift the narrative. Driving the news: Flanked by the most powerful figures in tech on Tuesday, Trump officially declared "superintelligence" the preferred terminology of the executive branch. He'd previously solicited alternative terms for AI on Truth Social. "Now we're calling

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