OpenAI expands influencer campaign to portray ChatGPT as good for the world
OpenAI has accelerated its creator marketing push, hiring talent managers and agencies to sponsor Instagram and TikTok posts that frame ChatGPT as a helpful, "good for the world" tool. Data from influencer analytics platform HypeAuditor shows the company doubled its Instagram sponsored posts from 61 in June to 122 in July and rose to 141 in August. Business Insider examined dozens of these posts…
Key points
- OpenAI raised Instagram sponsored posts for ChatGPT from 61 in June to 122 in July, then 141 in August (HypeAuditor data).
- Talent manager Amanda Acevedo says she gets at least 15 AI‑related emails each day across five inboxes.
- OpenAI hired former Instagram partnerships head Charles Porch and engaged agency Viral Nation for its creator campaigns.
The effort targets a broad range of creators – parenting, fitness, tech and meme pages – with messages that the AI can aid homework, workouts, business tasks and personal projects. Influencer talent manager Amanda Acevedo of G&B Digital Management said she fields at least 15 AI‑related emails each day across five inboxes, while creator Natasha Badger described a "big war" among AI firms for influencer market share. OpenAI also hired former Instagram partnerships head Charles Porch and partnered with the agency Viral Nation to run the program, aiming to keep consumers using ChatGPT and to sell enterprise tools.
Some creators report backlash, with a small group labeled their brand‑trip content "morally bankrupt" in comment sections. Nonetheless, OpenAI continues to position influencers as a bridge between AI companies and the public, emphasizing that AI is an assistant, not a replacement.
OpenAI is enlisting an influencer army to make it look 'good for the world'
businessinsider.com · 23 September 2026Loading the full article…
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