President Donald Trump has promoted the phrase “super intelligence” as a replacement for artificial intelligence in federal government terminology. According to Time Magazine, several prominent technology leaders, including Jeff Bezos, Nvidia CEO Jensen Huang and Elon Musk, have adopted the new wording.
The rebranding comes amid public concern about AI risks. However, the Time Magazine commentary argues that the new label reinforces an existing tendency to describe computer systems in human terms rather than as technological products.
Examples include software interfaces that refer to “thinking” and industry statements describing AI systems as deceptive or disobedient. The author argues that such language can make software appear independently responsible for its actions, diverting attention from the companies that develop and deploy it.
The commentary also warns that portraying AI as an entirely new form of existence could complicate regulation. Existing approaches to product safety, it argues, offer a clearer framework for addressing technological risks than treating software failures as misconduct by autonomous entities.
The author calls for technology companies and lawmakers to emphasize engineering decisions and corporate accountability. More precise terminology, the article concludes, could help the public assess AI risks without confusing machine capabilities with human intentions.