White House Rebrands AI as “Super Intelligence” as Tech CEOs Sign Safety Pledge

This week the White House brought the leaders of nearly every major tech company into one room. Mark Zuckerberg, Jeff Bezos, Elon Musk and Anthropic's Dario Amodei were among those who signed an AI safety pledge that President Donald Trump called “morally binding.”

In a separate move, he also signed an executive order that officially rebrands artificial intelligence as “super intelligence.”

The change is more than a matter of vocabulary. “Super intelligence” normally describes systems whose abilities vastly exceed human ones, so adopting it as the official name for the whole field folds today's products, tools and tomorrow's frontier systems into a single frame.

Alongside the policy gestures, Meta and OpenAI are giving their AI products friendlier faces, an effort to make the systems feel more approachable to ordinary users.

Consumer appetite, however, looks cooler. The discussion is framed around the observation that only 2% of consumers are buying in, a contrast with the scale of the industry's investment.

Read together, the pledge, the executive order and the product rebranding show two parallel tracks in US AI governance: the state pulling the industry into an official narrative through safety commitments and executive action, while companies reshape their own public image to win users.

The open questions are how a “morally binding” pledge becomes an enforceable rule, whether the new naming reaches formal regulation, and whether consumer adoption can keep pace. For the industry, the change in language may prove to be only the beginning.