The Unexpected Fallout from an OpenAI Influencer Trip
The brand trip has become a rite of passage for influencers, symbolizing their acceptance in the industry as sponsors invite them on lavish, all-expenses-paid getaways filled with luxurious perks. However, these trips can also stir jealousy among those left behind, attract public criticism, and come off as frivolous.
Typically, fast fashion and beauty brands are the ones flying influencers out to create a flood of sponsored content on social media. This time, however, it was a prominent AI company making waves.
Recently, several influencers shared their experiences from OpenAI’s inaugural brand trip, which took place at a picturesque retreat near New York City, likely at the Instagram-friendly Wildflower Farms. Dubbed “Summer Club,” the trip featured influencers posting snapshots and videos from their cabins, showcasing branded merchandise and monogrammed pajamas while hinting at the planned activities. Many participants focused on career and business themes, discussing workplace culture or their roles as CEOs. Grace McCarrick, with 145,000 TikTok followers, vlogged from her suite while enjoying a bath, while Nat Lucy, who has 57,000 followers, captured a deer outside her cabin. The reactions were swift and intense.
One TikTok user commented on McCarrick’s video, “People will literally sell their soul and their planet down the river for a nice free hotel room.” Another quipped on Lucy’s post, “Wow! Beautiful greenery! They should put a data center there!” Engagement on the influencers’ posts was relatively low, with McCarrick’s video garnering just under 300 likes and Lucy’s fewer than 15,000 views. This is modest compared to the engagement typical of more extravagant brand trips, but videos reacting to the event have sparked a mini-scandal, with some clips racking up over half a million views.
Many comments on the influencers’ videos highlighted concerns about the environmental impact of the AI boom, the controversial expansion of data centers across the U.S., and fears of job displacement due to AI integration in the workplace. Some also noted the predominance of young women among the attendees, suggesting that OpenAI was targeting a specific demographic through familiar media channels (though there were men present as well). Research indicates that while the gender gap in AI usage has narrowed, women often view AI more negatively and are more likely to express concerns about its personal impact. This led some to speculate whether female influencers were being used to improve the image of an industry facing scrutiny.
In response to the backlash, McCarrick, who focuses on “soft skills we need at work” and has worked with major companies, created several videos addressing accusations of compromising her values for a luxury trip. She expressed surprise at the strong anti-AI sentiment, describing it as “the shocking AI psychosis running rampant online,” clarifying that she meant the anger surrounding AI, not the more common definition of paranoia. She remarked that people in real life aren’t “running around like a chicken with their heads cut off, screaming about water usage and wildlife and (curiously) fascism.”
None of the influencers contacted for comments responded. OpenAI stated that creator marketing is a key strategy for reaching audiences and that the event aimed to be educational.
“Creators are an important part of our community and how people get information and learn about our products today,” said an OpenAI spokesperson. “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.”
Despite the backlash, a few aspects of the trip stand out. For one, it seemed relatively straightforward compared to other extravagant influencer trips. While the retreat’s rooms cost over $2,000 a night, it lacked the over-the-top experiences often associated with brand trips. Additionally, many influencers noted it was their first brand trip, with one mentioning they weren’t compensated for attending, which is common for top-tier talent. Most intriguingly, the trip’s objectives were unclear; there was surprisingly little content shared online about the event. Typically, brand trips are inundated with posts showcasing every luxury, meal, and activity, but this time, the focus was more on lifestyle content featuring the free goodies and beautiful surroundings, with a notable absence of detailed insights into OpenAI’s offerings.
AI companies have traditionally used influencer marketing in straightforward ways, like paying creators to promote their products. However, they’ve also explored more subtle approaches, such as hosting intimate influencer dinners at trendy spots. Rumors suggest a second OpenAI trip may be in the works on the West Coast.
As public backlash against the AI industry has intensified, companies have adjusted their messaging. The narrative of “Your jobs will soon be obsolete” clearly hasn’t resonated well, prompting AI firms like OpenAI and others to adopt a more human touch through pop-up events, stylish merchandise, and ad campaigns that address public concerns while promoting a positive view of AI.
What better way to connect with consumers than through influencers they already trust? These creators serve as a bridge for brands to communicate their messages and navigate the inevitable backlash from audiences. In this case, the content spilled over from niche business circles into the mainstream, with an AI brand trip masquerading as a lifestyle retreat, leaving many confused and frustrated. By engaging a specific type of creator for a weekend of sponsored content, OpenAI can explore new audiences without fully committing; after all, it’s the influencers who will face the brunt of the criticism, their faces appearing in a growing number of reaction videos. The AI industry seeks the soft power and cultural relevance that influencers possess, realizing that the cost of reaching their audience is surprisingly low. You get what you pay for.
