Salesforce chief executive Marc Benioff on Friday announced that the company's AIForce agent platform is now called SIForce, writing on X that "the era of Super Intelligence is here." The move makes Salesforce the second major tech company to adopt President Donald Trump's preferred vocabulary for artificial intelligence.
The rebrand covers the company's agent platform only, not Salesforce's corporate name, and was announced just hours after Mr. Trump wrote on Truth Social that the White House considers anyone using the term "artificial intelligence" — rather than what he called the "highly accepted new and more accurate term" of "Super Intelligence" — to be "THE ENEMY."
The shift traces back to a September 29 executive order, titled "Inaugurating the Era of Super Intelligence," directing federal agencies to replace "artificial intelligence" and "AI" with "Super Intelligence" and "SI" in official communications, websites, reports and policy papers, to the extent permitted by law. The order also gives the President's science adviser 60 days to propose a federal definition of superintelligence.
Elon Musk moved first: on October 5 he pledged on X to rename SpaceX's artificial intelligence unit from SpaceXAI to SpaceXSI. On October 6, the Justice Department told staff to use the new terminology in court filings "when appropriate," and on October 4 Mr. Trump created a "Super Intelligence Force" led by Director of National Intelligence Jay Clayton.
Amazon founder Jeff Bezos also backed the new term in a Fox News interview, saying, "I do like SI, because 'artificial' is not a very flattering thing." OpenAI, Scale AI, Character AI and Resolve AI declined to comment on whether they would follow suit.
The order does not bind private companies, and analysts note that renaming a product does nothing to change its underlying models, capabilities or safety guarantees. There is also a legal wrinkle: artificial intelligence is defined in the National AI Initiative Act of 2020, and only Congress can change the statute — the President's science adviser has until November 28 to write a proposal for lawmakers.
Sources:
The Times of India: Salesforce CEO Marc Benioff Renames Company's Biggest Product, Adopts Label That White House Wants Everyone to Use
The News: Trump's Super Intelligence Rebrand — Why Musk, Benioff Signed On
AI Weekly: Salesforce Renames AIForce to SIForce After Trump Order
The rebrand covers the company's agent platform only, not Salesforce's corporate name, and was announced just hours after Mr. Trump wrote on Truth Social that the White House considers anyone using the term "artificial intelligence" — rather than what he called the "highly accepted new and more accurate term" of "Super Intelligence" — to be "THE ENEMY."
The shift traces back to a September 29 executive order, titled "Inaugurating the Era of Super Intelligence," directing federal agencies to replace "artificial intelligence" and "AI" with "Super Intelligence" and "SI" in official communications, websites, reports and policy papers, to the extent permitted by law. The order also gives the President's science adviser 60 days to propose a federal definition of superintelligence.
Elon Musk moved first: on October 5 he pledged on X to rename SpaceX's artificial intelligence unit from SpaceXAI to SpaceXSI. On October 6, the Justice Department told staff to use the new terminology in court filings "when appropriate," and on October 4 Mr. Trump created a "Super Intelligence Force" led by Director of National Intelligence Jay Clayton.
Amazon founder Jeff Bezos also backed the new term in a Fox News interview, saying, "I do like SI, because 'artificial' is not a very flattering thing." OpenAI, Scale AI, Character AI and Resolve AI declined to comment on whether they would follow suit.
The order does not bind private companies, and analysts note that renaming a product does nothing to change its underlying models, capabilities or safety guarantees. There is also a legal wrinkle: artificial intelligence is defined in the National AI Initiative Act of 2020, and only Congress can change the statute — the President's science adviser has until November 28 to write a proposal for lawmakers.
Sources:
The Times of India: Salesforce CEO Marc Benioff Renames Company's Biggest Product, Adopts Label That White House Wants Everyone to Use
The News: Trump's Super Intelligence Rebrand — Why Musk, Benioff Signed On
AI Weekly: Salesforce Renames AIForce to SIForce After Trump Order
