The inaugural influencer promotional trip from OpenAI is generating online criticism amid ongoing debates concerning AI usage. 

This past weekend, OpenAI apparently brought a select group of influencers to an upscale getaway in upstate New York for an event dubbed “Summer Club.” During their stay, the participants enjoyed farm-to-table dining experiences, wellness sessions such as beekeeping, and workshops aimed at enhancing their use of OpenAI offerings. One influencer shared about creating a website, while another showcased a brochure indicating a “painting workshop.” 

While the videos exuded an aesthetic and cheerful vibe, the responses were largely critical. For instance, one influencer who documented her experience on TikTok and Instagram received comments suggesting she had sold her soul “for a nice hotel room,” or inquiring if she would create a video addressing the environmental impacts of AI data centers.

Another influencer who shared her trip experience was questioned about whether she planned to create a get-ready-with-me video showcasing a tour of a data center. When TechCrunch contacted yet another influencer regarding her experience on the trip, it seemed she had removed the video she posted about it but kept other content that does not explicitly mention her participation in the OpenAI brand event. 

In response to inquiries, OpenAI representative Drew Pusateri mentioned that OpenAI collaborates with various creators as part of a larger marketing initiative to enhance understanding of practical applications for ChatGPT. The intention behind the trip was to educate creators on the newly introduced ChatGPT Work, which assists users with tasks such as drafting documents and presentations. Pusateri emphasized that the event was focused on education, aiming to provide creators with hands-on experience with AI tools, enabling them to subsequently demonstrate their usage to their followers.

“Creators hold significant importance in our community and significantly influence how people acquire information and discover our products,” said Pusateri. “We embrace healthy discussions as AI becomes increasingly common, and we appreciate creators who opt to engage with us, attend our events, pose challenging questions, and learn alongside everyone else. We will persist in valuing them, similar to how we regard traditional media and other marketing collaborators.”

It is not unexpected for OpenAI to recruit influencers by providing luxury brand excursions. Earlier this year, Vanity Fair reported that the company appointed “celebrity whisperer” Charles Porch as its inaugural VP of global creative partnerships, transitioning from his role as VP of global partnerships at Instagram. Upon announcing the appointment, Porch stated his goal was to engage with creative communities “to determine how we develop the best products to benefit them,” and he planned to embark on a “listening tour” to gain insight into how individuals relate to AI tools.

It’s noteworthy that OpenAI is not the sole AI organization collaborating with influencers. Anthropic allegedly hosted an influencer brand dinner for Claude, and in February, Microsoft Copilot held an influencer brand trip to the Super Bowl, as reported by the tech newsletter Sarah and Kate.

None of the other AI excursions seem to have provoked as much controversy as this OpenAI event. One influencer voiced on LinkedIn that she thought people “would be keen on the behind-the-scenes tips and tricks” of utilizing OpenAI technology but was unaware of the level of anti-AI sentiment present. “I didn’t for a moment believe it would be contentious,” she noted. 

TechCrunch spoke with an individual who commented negatively on a video shared by an influencer attending the OpenAI Summer Camp. 

The commenter highlighted the prevalent negative sentiment towards AI among many Americans and the necessity for discussions on responsible use of technology. “These extravagant influencer events are, once again, providing people with reasons to harbor negative views,” she stated to TechCrunch. “The world is in turmoil. It’s not the ideal moment to boast about your $5,000-a-night suite.” 

The timing of the trip also raised eyebrows. OpenAI is on the brink of finalizing a $500 billion agreement to construct a data center in Ohio, amidst heightened scrutiny of the socio-ecological ramifications of AI data centers. Commenters noted the irony of OpenAI hosting a brand retreat in an opulent resort situated in nature.

Additionally, some commenters referenced OpenAI’s $200 million contract with the Department of Defense as a contributing factor to the negative sentiments surrounding the brand trip.

TechCrunch has reached out to influencers for their insights. This piece was updated to incorporate comments from OpenAI.