Last weekend, OpenAI organized a fully-funded retreat for content creators at a picturesque resort in New York state. However, the lavish trip has stirred significant backlash among some participants, who are now facing criticism from their followers for accepting a promotional excursion funded by the tech company.
Many commenters expressed discontent with influencers flaunting the stunning natural surroundings, reportedly located in the Hudson Valley, despite ongoing discussions about the considerable influence of OpenAI and other tech firms on environmental issues and climate change. Additionally, some voiced their disapproval regarding the company’s partnerships with the U.S. government, including its ties to the Department of War.
Influencer Grace McCarrick was taken aback by the controversy surrounding her participation in a brand trip designed to provide insights into OpenAI’s ChatGPT Work tools.
In response to the negative feedback, she shared in a LinkedIn post that her enjoyable experience at the so-called summer camp unveiled “the shocking AI psychosis running rampant online,” admitting that she was “genuinely unaware of how anti-AI people were.”
Experts suggest that the outrage may not solely stem from the pros and cons of artificial intelligence, but could also indicate that content creators are at a pivotal moment concerning AI, large tech companies, and the implicit trust they share with their audiences.
“Some of the backlash clearly arises from the perception that it is in poor taste to promote a company like OpenAI,” noted Victoria Ibitoye, the founder of The Daily Influence, a U.K.-based business website.
“However, I believe this response also reflects the reality that the creator economy is grappling with its stance on AI in a broader sense.”
‘Is that the cost of your soul?’
Ibitoye emphasized that OpenAI aimed to provide content creators with the chance to experience ChatGPT Work — marketed as an AI agent capable of automating workplace tasks through information gathering from various applications and workflows — and subsequently share these products with “audiences that already trust them.”
However, this strategy seems to have backfired for some participants of the event.
Influencer Megan Lieu documented her “2 days off the grid with OpenAI” on her LinkedIn and Instagram, promoting her time spent learning about the latest features of ChatGPT, “all while soaking in stunning views.”
One Instagram commenter labeled Lieu “a tool to be exploited by greedy white men,” while another remarked, “Is that the cost of your soul? One f—ing influencer trip.”
On LinkedIn, McCarrick expressed her excitement about being in the presence of individuals shaping the future of this technology, also appearing to criticize the hypocrisy of some commenters.
“What frustrates me, honestly, is that every single one of those commenters is using a smartphone. They are all engaged on either Instagram or TikTok — two of the most addictive and potentially exploitative (if not outright corrupt) platforms of our era.”
Ibitoye stated that the uproar has “highlighted the disconnect between public sentiment regarding AI and the reality of its usage.”
“People express discomfort with AI, and many of those worries are entirely justified. Yet, concurrently, AI is becoming more deeply integrated into how creators operate and what audiences engage with. … I don’t believe the creator economy has fully reconciled these two aspects, which is why discussions like this continue to arise.”
While brand trips may generally attract criticism for appearing “excessive,” Ibitoye noted that much of the backlash in this instance was specifically directed at the influencers’ association with OpenAI.
The San Francisco-based firm was the “first mover” in the realm of generative AI, as elaborated by Paris Marx, a tech writer from St. John’s and host of the podcast Tech Won’t Save Us.
“And undoubtedly, Sam Altman, the company’s CEO, has been a prominent, vocal advocate for pushing and defending this technology.”
AI’s PR problem
Marx expressed that he is not surprised OpenAI treated influencers to a weekend retreat in hopes of garnering positive comments about their products, as the company is “well aware” of the unfavorable public perception surrounding it and generative AI as a whole.
“An increasing number of individuals are questioning whether this industry is genuinely considering the social benefits of their technologies or if they are primarily focused on their own interests,” he remarked.
He referenced recent Angus Reid polling that indicated a majority of Canadians surveyed (68 percent) desire the federal government to “heavily regulate” AI. The same poll also revealed that 67 percent of respondents view AI data centres as detrimental to energy and environmental sustainability.
OpenAI is also facing allegations that ChatGPT contributed to suicides, and is under potential legal scrutiny in British Columbia linked to a mass shooting that occurred in Tumbler Ridge in February.
Influencer marketing and trust
OpenAI did not provide a response to CBC News regarding the aim of the luxurious weekend, the number of influencers involved, specifics about the trip, and the subsequent criticism it received.
David Soberman, a marketing professor at the Rotman School of Management at the University of Toronto, suggested that some of the backlash may stem from the level of understanding people have about artificial intelligence.
However, he also indicated that the reaction might remind audiences that influencer marketing lacks objectivity and that content creators may resemble traditional advertisers more than their followers would like to acknowledge.
“People tend to believe that when they see an influencer, that this influencer is providing their genuine opinion about these products,” he remarked. “But that is not the case.”
Ibitoye concluded that influencers can accept a paid trip from a company such as OpenAI while still expressing criticism of its offerings.
She mentioned that they risk their credibility by appearing too closely associated with a corporation.
“Trust is likely their most valuable asset,” she stated. “If they cease being transparent with their audience, it becomes apparent.”
Anthropic’s Claude AI models had hacked into the systems of three companies during cybersecurity tests. This comes just days after rival OpenAI disclosed that one of its AI agents went on a rogue attack. The new incidents were due to a mistake that inadvertently gave Anthropic’s models access to the open internet.
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