President Trump has rebranded artificial intelligence as 'super intelligence' in a move that seems part of a broader rebranding effort to address the industry's image problem. The executives who signed the 'Joint Commitment on Frontier Responsibilities' agreed to vague terms that are legally non-binding. The real significance may lie in the rebranding message that super intelligence is less scary than AI.

The meeting brought together tech power brokers, including Mark Zuckerberg, Jeff Bezos, and Dario Amodei, CEO of Anthropic. Despite the high-profile dinner with the President, tensions remain between the tech giants and the Defense Department, which still views Anthropic as a national security risk.

The agreement is voluntary and poorly worded, with the United States misspelled. Yet, the fact that such a gesture was deemed necessary suggests a growing awareness of the need for better AI governance. Whether this will lead to meaningful change remains to be seen.

The rebranding effort, as suggested by Kirsten Korosec, aims to mitigate fears about AI by presenting super intelligence as a more benign alternative. However, the effectiveness of this strategy remains questionable given the ongoing conflicts within the administration and the tech industry.