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The AI Rebrand: same technology, new stationery.
The White House ordered a change in executive-branch terminology. Here is what the order says, where it applies, and what a new label does not establish about the technology.
Original satirical illustration of a presidential label-making workshop. The scene and dialogue are invented.
What changed.
The September 29, 2026 order directs executive-branch use of "Super Intelligence" and "SI" in correspondence, websites, reports, and other non-statutory documents, to the extent permitted by law. Previously issued historical documents need not be altered.
Read the source documentWhat did not magically get smarter.
For this order, SI uses the existing statutory AI definition. A proposed federal SI definition and related legislative changes are requested within 60 days. A proposal is not itself a law.
That is the paperwork. It does not establish a new capability benchmark or demonstrate that a particular model became more accurate, reliable, or safe.
Read the source documentOur take: the adjective is doing the work.
A new model can earn a new claim through evidence: better answers, fewer failures, safer deployment. A new abbreviation has earned a fresh printer cartridge.
Ask the same question before and after the ceremony. If both answers confidently invent a source, congratulations: you now have a super wrong answer.
We use AI here. We edit it, check it, and take responsibility for the result. No gulf had to be renamed during the making of this website.
An adjective is not a test result.
Our unofficial release notes: one letter changed; zero capability improvements demonstrated by the order; presidential satisfaction apparently through the roof. A terminology directive is not a benchmark result.
OpenAI. xAI. Did nobody read their own damn letterhead?
Two companies on the signed accord already have AI in their names: OpenAI and xAI. Apparently, the rest of us need a grand new abbreviation while the people at the signing table get to keep the old one on their own letterhead. OpenSI? xSI? We look forward to the branding meeting nobody seems eager to schedule.
The order governs executive-branch terminology; it does not require companies to rename themselves. The accord is separate. Our proposed OpenSI and xSI logos remain trapped in an entirely fictional branding meeting.