The tech industry’s obsession with defining and chasing “Artificial General Intelligence” (AGI) is quietly collapsing. CEOs, once eager to trumpet AGI as the ultimate goal, are now actively avoiding the term, replacing it with a confusing array of proprietary labels. This isn’t a shift in ambition, but a recognition that the original term has become both ill-defined and politically toxic.
The Problem with AGI
For years, AGI represented AI that matches or exceeds human intelligence. However, the more advanced AI becomes, the less meaningful this definition is. As Google’s Jeff Dean put it, “Lots of people have very different definitions of it, and the difficulty of the problem varies by factors of a trillion.” The ambiguity creates practical problems: Microsoft and OpenAI had to rewrite their contract to include an “independent expert panel” to verify any AGI claims. Avoiding the term altogether is simply easier.
A Cornucopia of New Labels
Instead of AGI, companies are pushing their own branding. Meta rebranded its efforts as “Personal Superintelligence” (PSI), Microsoft adopted “Humanist Superintelligence” (HSI), Amazon is chasing “Useful General Intelligence” (UGI), and Anthropic is focused on “Powerful AI.” This rebranding isn’t cosmetic; it reflects a strategic retreat from public fear and contractual ambiguity.
Why the Shift?
The AGI label carried baggage: years of existential dread, doomsday scenarios, and the implication that AI could quickly outstrip human control. Companies realized that hyping “superintelligence” while simultaneously acknowledging its risks didn’t inspire investor confidence. By rebranding, they sidestep these fears while still pursuing the same underlying goals.
The Future of Terminology
The industry now has a dizzying array of terms, including “Artificial Superintelligence” (ASI) and various proprietary definitions. The race to define AI’s potential is on, but this time, the focus is on marketing rather than scientific rigor. The rebranding of AGI is a clear sign that the pursuit of superintelligence will continue, just under a less controversial name.
The tech sector has quietly moved on, swapping hype for pragmatism. The rebrand of AGI is a shift away from existential warnings and toward a future where AI’s capabilities are sold as tools, not threats.
