ServiceNow appears to have changed the name of its AI Control Tower to ‘SI Control Tower’ following Donald Trump’s edict rebranding “artificial intelligence” to “super intelligence”.
The ITSM company had announced AI Control Tower at Knowledge 2025, heralding it as a center for governing, managing, and achieving value from ServiceNow and third‑party AI agents, models, and workflows.
Now, after the US President said that anyone who refuses to use the term “super intelligence” is “THE ENEMY”, ServiceNow has joined the ranks of Silicon Valley companies toeing the line, rebranding its product to avoid falling into this category.
ServiceNow is now calling its AI Control Tower ‘SI Control Tower‘. Accessed October 22, 2026. Credit: ServiceNow 
ServiceNow had previously called it ‘AI Control Tower’. Credit: ServiceNow
Trump’s ‘Super Intelligence’
Trump announced in September that the US government would rename artificial intelligence “super intelligence” in official communications.
Speaking to the UN General Assembly, the President argued that the word “artificial” undersold the technology, adding: “The very same people who said we’ll all be dead in 12 years because of global warming… are now saying that AI is going to kill us all, that robots are going to attack us, and that everything is going to be a total disaster.”
Then in October, to hammer the point home, Trump wrote a Truth Social post declaring that the White House considers anyone using the term “artificial intelligence” to be “the enemy”.
Since this rebranding, tech companies have clearly taken note. In an age where the carrot of potentially lucrative govtech deals is paired with the stick of apparent ‘blacklisting’, AI companies are rebranding.
Earlier this month, Salesforce renamed its latest agentic integration layer ‘AIforce’ to ‘SIforce’. The name ‘AIforce’ had only just been unveiled a month prior.
Nvidia also recently announced a $1B commitment to advance US science over five years, repeatedly using Trump’s terminology in its announcement. Founder and CEO Jensen Huang said: “With a $1B investment, NVIDIA is putting advanced Super Intelligence in the hands of America’s scientists to accelerate breakthroughs in medicine, energy and materials.”
Microsoft CEO Satya Nadella is also using the terminology, writing a post on X titled ‘Models as Insider Risks in the Super Intelligence Era’.
ServiceNow seems to be following the same protocol, now referring to what was once ‘AI Control Tower’ as ‘SI Control Tower’.
NowBen has asked ServiceNow for comment.
Final Thoughts
ServiceNow’s rebrand is just another example of how tech companies seemingly need to operate in the age of AI and the Trump presidency.
Silicon Valley is not just crafting its products to appeal to private sector customers – its companies are now competing to win the attention of the United States Government. For businesses, that means doing everything you can to win favor – and avoid being labelled “THE ENEMY”.