Artificial intelligence (AI) policy debates are replete with metaphors. Even the term ‘AI’ relies upon a metaphor for the human quality of intelligence, and its development is regularly described as a ‘race’. While metaphors are useful in highlighting some features of their subject, they are so powerful that it can be difficult to imagine or discuss their subject in other terms. Here, we explore some challenges presented by the central metaphor of ‘intelligence’, examine how AI metaphors emphasise competition at the cost of cooperation, and ask whether new metaphors could help us to articulate ambitious visions for AI, and new criteria for success.