OpenAI is facing online backlash after hosting a luxury retreat for social media influencers as part of a marketing campaign promoting its AI tools. According to TechCrunch, the company invited a select group of creators to an upscale retreat in upstate New York for an event called “Summer Club,” where attendees enjoyed farm-to-table dinners, wellness activities such as beekeeping, and workshops on using OpenAI products. Some influencers also shared posts about building websites with ChatGPT and participating in activities such as a painting workshop.
Several influencers who attended the event faced criticism on social media over AI ethics and the environmental impact of the technology. One creator, who documented the trip on TikTok and Instagram, received comments accusing her of having “sold her soul” for a luxury experience, while others questioned how the retreat aligned with concerns about AI data centers’ energy consumption. Another influencer was sarcastically asked whether they would film a “get ready with me” video before touring a data center.
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OpenAI spokesperson Drew Pusateri told TechCrunch that the company partners with a range of creators as part of a broader effort to help people understand practical uses of ChatGPT. He said one goal of the retreat was to introduce creators to the newly launched ChatGPT Work, which helps users draft documents, presentations and other work-related content. Pusateri described the event as education-focused, saying it was designed to give creators hands-on experience with the tools so they could demonstrate them to their audiences.
“Creators are an important part of our community and how people get information and learn about our products today,” Pusateri said. “We welcome healthy debate as AI becomes more prevalent, and we value creators who choose to engage with us, attend our events, ask tough questions, and learn alongside everyone else. We’ll continue to value them, just as we do traditional media and other marketing partners.”
TechCrunch also reported that one person who left a negative comment said many Americans have a negative view of AI and that there needs to be a broader conversation about using the technology more responsibly.
“These posh influencers’ events are, again, giving people ammunition to have negative opinions,” she told TechCrunch. “The world is on fire. It’s not a great time to brag about your $5,000-a-night suite.”
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It has also been reported that OpenAI is set to strike a $500 billion deal to build a data center in Ohio, during a time when AI companies are increasingly facing criticism for the socio-ecological impact of AI data centers.
TechCrunch mentioned that it is not surprising OpenAI is working with influencers, considering the company had reportedly hired “celebrity whisperer” Charles Porch as its first VP of global creative partnerships.
However, OpenAI is not the only AI company working with influencers. Anthropic reportedly hosted an influencer brand dinner for Claude, and back in February, Microsoft Copilot hosted an influencer brand trip to the Super Bowl, according to the tech newsletter Sarah and Kate.