The Problem With “Artificial” — Why AI’s Biggest Branding Issue May Be Its Name
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On August 6 Jack Dorsey argued that "artificial intelligence" is a poor descriptor and Block, with partner Roelof Botha, is recasting AI as an "intelligence layer" organized around shared models instead of management hierarchies. That framing—placing people at the operating edge to handle context and judgment—aims to increase trust and adoption of AI infrastructure across Block’s products and potential crypto/Web3 integrations, but it is largely a branding and organizational shift rather than a direct protocol upgrade, fundraising, or market-moving event.
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Jack Dorsey has reopened a basic question about the technology industry’s most familiar term. In an August 6 post, Block’s chief executive wrote, “Artificial intelligence” is the worst descriptor. His brief remark moves attention from model performance to the language surrounding AI. It also raises questions about how names shape trust, adoption, and commercial expectations.
Dorsey’s wording follows Block’s effort to build an “intelligence layer” across its operations. He and partner Roelof Botha describe a company organized around shared models instead of management chains. Their framework places people at the operating edge, where they handle context, judgment, and difficult decisions. That description presents AI as infrastructure supporting work, rather than a separate artificial actor.
Why Artificiality Creates Unease
Merriam-Webster defines “artific…
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