Salesforce CEO Marc Benioff has renamed the company’s AI agent platform AIForce as SIForce, adopting the term “super intelligence” in place of “artificial intelligence.” Elon Musk has also said SpaceXAI will be renamed SpaceXSI. The moves suggest that a U.S. government push to use “super intelligence” in place of “artificial intelligence” is beginning to influence technology branding, although the relevant executive order does not require private companies to change their names.
Salesforce changes its platform name
Benioff wrote on X on Friday: “The era of super intelligence is here. AIForce is officially now SIForce.” The change applies to Salesforce’s agent platform, not to the company itself. Replacing “AI” with “SI” reflects Salesforce’s decision to use “super intelligence” as part of its product positioning.
Musk said on Sunday that SpaceXAI would be renamed SpaceXSI. The two announcements came in close succession, extending the naming shift from U.S. government documents into corporate branding. Publicly available information indicates that Salesforce has announced the platform renaming, while Musk has made a commitment to rename the SpaceX product. Neither announcement indicates a change in the underlying products’ capabilities or business operations.
Federal agencies told to use “super intelligence”
The U.S. government issued an executive order on September 29 directing federal agencies, where legally permitted, to replace “artificial intelligence,” or “AI,” with “super intelligence,” or “SI,” in official communications, websites, reports and policy documents. The order said that existing systems are increasingly able to amplify human creativity and that “super intelligence” better describes their potential.
On Thursday, the U.S. president went further in a post on Truth Social, saying that people who use “artificial intelligence” rather than “super intelligence” would be regarded by the White House as “enemies.” That language added a political dimension to what had initially been a change in government terminology. The executive order itself does not extend a mandatory renaming requirement to private companies, leaving adoption of the term to corporate branding and product-positioning decisions.
A new label does not establish superintelligence
“Super intelligence” generally refers to systems that outperform humans by a wide margin across a broad range of tasks. Changing “AI” to “SI” in a product name does not establish that the product meets that capability standard, nor does it provide a measurable technical benchmark. The change may therefore create new questions in market communications, including how consumers interpret “SI” and whether companies need to explain how the new label relates to the product’s actual functions.
The trend could also affect companies whose names directly include “AI.” OpenAI, Scale AI, Character AI and Resolve AI did not respond to requests for comment. As government terminology and corporate branding begin to overlap, the policy language used in official documents remains distinct from marketing choices and from the actual capabilities of artificial intelligence systems.