Slovenia's .si domain sees massive surge following US AI rebrand

A rebranding initiative by US President Donald Trump has triggered an unprecedented surge in registrations for the .si internet domain, the country-code top-level domain for Slovenia. Following an executive order to replace the term “Artificial Intelligence” with “Super Intelligence” (SI) in official US government communications, domain speculators have flooded the market to secure related web addresses.

Slovenia’s official registry, Register.si, reported that registrations for .si domains spiked from fewer than 2,000 in August to 44,000 in September, an increase of over 2,100%. A single day in late September saw as many as 11,000 to 20,000 new registrations. This activity has created a highly active aftermarket, with recent sales of dictionary and commercial terms ranging from approximately $2,000 to $12,000.

While the rebrand does not reflect technological changes to AI systems, industry figures like Elon Musk have indicated intentions to adopt the new terminology. Some observers have raised questions regarding potential insider knowledge of the rebrand due to the timing of certain registrations, though the White House and Slovenia’s domain operator have denied any wrongdoing.