An influencer trip reveals the growing battle over AI’s image problem.
For years, lavish influencer getaways have been a staple of beauty brands, fashion labels and skincare companies looking to flood TikTok and Instagram with dreamy content.
Think infinity pools, matching pyjamas and a universe of ‘get ready with me’ videos.
Now, the AI industry wants in.
OpenAI hosted what attendees described as its first-ever influencer brand trip, whisking creators away to a luxury countryside retreat outside New York for an event dubbed Summer Club.
The itinerary looked familiar: designer cabins, branded merchandise, monogrammed sleepwear and curated experiences designed for social media.
Instead of inspiring envy, the trip ignited criticism.
Many critics of the trip pointed to the environmental footprint of AI, particularly the enormous data centres required to power large language models.
Others raised concerns about automation replacing creative and corporate jobs, arguing the lavish trip felt disconnected from the anxieties many workers have about artificial intelligence.
Some also questioned OpenAI’s apparent choice of creators.
Many attendees were women who create content around careers, leadership and workplace culture.
Sparking speculation that the company was deliberately trying to soften AI’s public image by partnering with influencers whose audiences may be more sceptical of the technology.
For months, firms like OpenAI and Anthropic have been trying to humanise an industry often associated with layoffs, copyright battles and fears about the future of work. Instead of talking about disruption, they’ve leaned into lifestyle marketing.
But unlike beauty products or luxury holidays, AI isn’t just another consumer brand.
The retreat was designed to make AI look approachable and aspirational, but the backlash showed that the industry’s biggest challenge isn’t visibility, it’s trust.
