OpenAI is paying influencers to convince you to use ChatGPT — here’s what we know

OpenAI is reportedly increasing its use of influencers to promote ChatGPT, working with creators in various fields such as parenting, fitness, education, travel, shopping, and careers, according to a Business Insider report. The goal is to demonstrate how ChatGPT can fit into everyday life, rather than just explaining the chatbot itself.

Instagram posts featuring #chatgpt_partner or #chatgptpartner have surged from 61 in June to 141 in August, more than doubling in just two months. OpenAI's influencer strategy focuses on content that highlights everyday use cases, such as fitness creators helping with workout questions and a back-to-school campaign involving a parent using ChatGPT to assist with math homework for her children.

One notable example is The Shade Room, which has over 28 million Instagram followers, publishing a sponsored ChatGPT word-search puzzle. OpenAI appears to be marketing individual reasons to continue using ChatGPT, aiming for those who plan a workout, help with homework, or need to accomplish tasks at work to choose ChatGPT. OpenAI has been expanding its creator partnerships operation, hiring employees capable of working with creators and influencers at scale.

The company hired Charles Porch, who previously managed partnerships at Instagram, as Vice President of Global Creative Partnerships for OpenAI. OpenAI even hosted creators at a luxury retreat in New York to learn about OpenAI products. However, this strategy has faced criticism from followers, with some creators removing videos due to backlash over AI's environmental impact and concerns about compromising independence.