OpenAI's first influencer brand trip to a luxury retreat in upstate New York has drawn criticism online, with commenters questioning the timing and environmental impact of AI data centers.
The backlash highlights growing public concern over the environmental and ethical implications of AI development, contrasting sharply with corporate efforts to promote the technology through influencer marketing.
OpenAI's inaugural influencer brand trip, a luxury retreat in upstate New York called "Summer Club," has ignited significant online backlash. The event, which featured activities like farm-to-table dining and beekeeping, aimed to engage creators with OpenAI's products. However, social media users responded with criticism, with some commenters insinuating influencers had compromised their values for the experience and others questioning the environmental impact of AI data centers.
The timing of the trip has been particularly scrutinized. It occurred as OpenAI is reportedly negotiating a $500 billion deal to construct a data center in Ohio and amidst ongoing discussions about the socio-ecological footprint of such facilities. Additionally, OpenAI's $200 million contract with the Department of Defense has fueled public ire.
Influencers who posted about the trip faced negative comments, with some being asked about the environmental consequences of AI and data centers. One influencer reportedly deleted her video about the trip, while others retained content not explicitly referencing the brand event. This backlash appears more pronounced than similar influencer events hosted by other AI companies like Anthropic and Microsoft Copilot.
Charles Porch, OpenAI's VP of global creative partnerships, who previously worked at Instagram, was hired to engage with creative communities. One influencer who attended the trip expressed surprise at the controversy, stating she did not anticipate the anti-AI sentiment and believed people would be interested in learning about OpenAI's technology. A commenter told TechCrunch that these "posh influencer events" provide ammunition for negative opinions about AI, especially during times of global crisis.