OpenAI's inaugural influencer brand excursion has ignited significant online controversy amidst persistent societal tensions surrounding the deployment and implications of artificial intelligence.
During a recent weekend, OpenAI hosted a select group of influencers at a lavish retreat in upstate New York, branded as “Summer Club.” Participants enjoyed upscale amenities, including farm-to-table dining, wellness engagements such as beekeeping, and instructional sessions focused on optimizing the use of OpenAI's product suite. Posts from attendees showcased activities like website creation and a "painting workshop," as depicted in a shared brochure.
While the content shared by influencers was visually appealing and jovial, the public reception in the comments sections proved to be sharply critical. For instance, one influencer's posts on TikTok and Instagram garnered remarks accusing her of having "sold her soul for a nice hotel room," and challenging her to produce content addressing the environmental impact of AI data centers in relation to her participation in the trip.
Similarly, another participant was provocatively asked if she would create a 'get-ready-with-me' video – a popular influencer format – detailing a tour of a data center. Furthermore, when TechCrunch contacted a third influencer regarding her involvement, she seemed to have removed the specific video documenting her experience on the trip, though other content not explicitly linking to the OpenAI event remained accessible.
The strategy of engaging influencers through luxurious brand experiences is not unexpected from OpenAI. In February, Vanity Fair reported the company’s appointment of Charles Porch, known as a “celebrity whisperer,” as its first VP of Global Creative Partnerships. Porch, formerly VP of Global Partnerships at Instagram, outlined his role upon joining: to engage with creative communities "to figure out how we build the best products to serve them," and to conduct a "listening tour" to better understand public interaction with AI tools.
It is worth noting that OpenAI is not unique among AI laboratories in its engagement with influencers. Anthropic reportedly hosted a brand dinner for its AI model, Claude, and in February, Microsoft Copilot organized an influencer brand trip to the Super Bowl, as detailed by the tech newsletter Sarah and Kate.
However, none of these other AI-related influencer initiatives appear to have provoked the same level of public indignation as OpenAI’s recent excursion. One influencer, reflecting on the backlash on LinkedIn, expressed her surprise, stating she had anticipated interest in "behind-the-scenes tips and tricks" for using OpenAI technology, rather than encountering widespread anti-AI sentiment. "I didn’t for one second consider it would be controversial," she admitted.
TechCrunch engaged with an individual who had posted a critical comment on a video shared by an influencer participating in the OpenAI Summer Camp.
This commenter highlighted a prevailing negative perception of AI among many Americans, emphasizing the urgent need for discussions on responsible technology deployment. She remarked to TechCrunch, “These posh influencer events are, again, giving people ammunition to have negative opinions. The world is on fire. It’s not a great time to brag about your $5,000-a-night suite.”
The timing of the trip also drew significant criticism. OpenAI is reportedly on the verge of finalizing a $500 billion agreement to construct a data center in Ohio, at a time when the socio-ecological footprint of AI data centers is a prominent public concern. The perceived irony of OpenAI hosting a brand retreat in a luxurious, nature-embedded resort amidst these developments was not overlooked by many observers.
Furthermore, other commentators cited OpenAI’s $200 million contract with the Department of Defense as an additional factor contributing to the public outcry surrounding the brand trip.
TechCrunch has sought comments from the involved influencers. OpenAI did not provide an immediate response to a request for comment.
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