Trump’s new ‘superintelligence’ website is a rebrand fail

President Donald Trump’s push to rebrand artificial intelligence as “superintelligence” has a new government URL. The Trump administration launched SI.gov on Tuesday, a narrative microsite that promotes the administration’s AI policies and initiatives. The old AI.gov, which formerly linked to the administration’s AI action plan and executive orders now, redirects to the new site. As a work of marketing, the website is slick and graphically compelling. The overarching message is that the U.S. is a superintelligence leader. But the overall site design is otherwise sugarcoating a major issue Trump isn’t polling well on. [Image: SI.gov] The site welcomes visitors with an interactive element that depicts the letters “SI” at the top of the page. The letters, each made up of a grid of dots, respond to your cursor or tap, and rearrange into the words “Super Intelligence” spelled out in full, capturing users’ attention with an engaging effect that’s visible in other background illustrations as users scroll down page. “Whoever builds the largest SI ecosystem will set the global standards and reap the economic and security rewards,” the site says under a header that reads “Why it matters.” “…

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