Trump's AI rebrand is catching on with Elon Musk and Marc Benioff
Tech executives including Marc Benioff and Elon Musk are rebranding their AI-related products to 'Super Intelligence' or 'SI' following a push from the Trump administration. The administration has issued an executive order requiring federal agencies to adopt this terminology, labeling those who continue to use 'Artificial Intelligence' as enemies.
Why it matters
This shift highlights the growing influence of political mandates on corporate branding and the potential for government-enforced linguistic changes in the technology sector.
Marc Benioff said Salesforce's AIForce platform will be renamed SIForce. Bloomberg/Getty Images 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. 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.
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