Influencers Under Fire for Participating in OpenAI’s First Luxury Getaway
The first influencer brand trip organized by OpenAI is sparking backlash online amidst continued concerns about AI usage.
Over the weekend, OpenAI hosted a curated group of influencers at an upscale retreat in upstate New York, labeled “Summer Club.” Attendees enjoyed farm-to-table cuisine, engaged in wellness activities such as beekeeping, and participated in workshops focusing on optimizing OpenAI products. One influencer provided insights on website creation, while another presented a brochure for a “painting workshop.”
Despite the visually appealing and upbeat content shared, many comments took a critical stance. One influencer who chronicled her experience on TikTok and Instagram received comments suggesting she “sold her soul for a nice hotel room” and calls for a video addressing the environmental impact of AI data centers.
Another influencer faced inquiries about producing a “get-ready-with-me” video that included a tour of a data center. When TechCrunch reached out to a third influencer for comments, she appeared to have deleted her video related to the trip, although she retained others that did not directly reference the OpenAI event.
In a statement, OpenAI representative Drew Pusateri explained that the company partners with various creators to improve understanding of practical applications for ChatGPT. The trip was designed to educate influencers on the newly launched ChatGPT Work, aimed at assisting users with tasks such as document drafting and presentation creation. Pusateri stressed that the event was centered on education, enabling creators to gain firsthand experience with AI tools to share with their audiences.
“Creators are vital to our community and influence how people access information about our products,” Pusateri remarked. “We encourage constructive discussions as AI becomes more prevalent and value creators who engage with us, attend our events, challenge our perspectives, and learn alongside others. Their contributions are just as important as those from traditional media and other marketing partners.”
It’s not surprising that OpenAI is luring influencers with luxury excursions. In February, Vanity Fair reported that the company appointed Charles Porch, recognized as a “celebrity whisperer,” as its first VP of global creative partnerships. Porch, who previously held the position of VP of global partnerships at Instagram, stated his intention to connect with creative communities to explore the best ways to develop products that cater to their needs and mentioned plans to undertake a “listening tour” to gather insights into users’ interactions with AI tools.
Importantly, OpenAI isn’t the sole AI entity collaborating with influencers. Anthropic reportedly hosted a dinner for influencers focused on Claude, and in February, Microsoft Copilot arranged a brand trip for influencers attending the Super Bowl, as noted by the tech newsletter Sarah and Kate.
However, none of the other AI-related excursions seem to have stirred as much controversy as OpenAI’s. One influencer expressed surprise on LinkedIn that there was significant interest in behind-the-scenes tips for using OpenAI technology, while many remained vehemently opposed to AI: “I didn’t for one second think it would be controversial,” she shared.
TechCrunch interviewed a commenter who left a negative review on a video shared by an influencer at the OpenAI Summer Camp. The commenter highlighted the prevalent negative attitudes many Americans have toward AI and emphasized the importance of responsible discussions regarding its use. “Such extravagant influencer events only amplify negative feelings,” she stated. “The world is facing serious issues; flaunting your $5,000-a-night stay isn’t appropriate right now.”
The timing of the trip also raised concerns. OpenAI is on the verge of finalizing a $500 billion deal to establish a data center in Ohio, amid increasing scrutiny of the socio-ecological impacts associated with AI data centers. Many commenters pointed out the irony of OpenAI hosting a brand retreat at a luxury resort situated in nature.
Additional commenters cited OpenAI’s $200 million contract with the Department of Defense as another reason for the backlash surrounding the brand trip.
TechCrunch has reached out to influencers for their perspectives. This article has been updated to include comments from OpenAI.
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