OpenAI has significantly expanded its influencer marketing efforts as concerns about artificial intelligence grow. According to data from the influencer marketing platform HypeAuditor, the company doubled the number of sponsored Instagram posts promoting ChatGPT from 61 in June to 122 in July, then increased it further to 141 in August.
The company is casting a wide net beyond tech-focused creators, reaching out to parenting and fitness influencers to broaden ChatGPT’s user base and expand its advertising business. An OpenAI campaign pitch reviewed by Business Insider emphasizes how ChatGPT can support work that is “good for the world,” while another describes the goal as showcasing why the tool is “cool.”
OpenAI’s strategy focuses on two main objectives: getting businesses to pay for enterprise tools and keeping consumers engaged with ChatGPT. The messages promoted across sponsored content highlight diverse use cases—from helping parents with homework to assisting with fitness planning, content creation, and business development.
According to Amanda Acevedo, a talent manager at G&B Digital Management, OpenAI is particularly interested in working with founder-entrepreneurs who can tell compelling stories about using AI strategically to build businesses. The company has also been flexible with creators, allowing them to tailor content to their audiences rather than enforcing a strict script.
The strategy extends beyond traditional product demonstrations. In September, The Shade Room, a meme page with over 28 million Instagram followers, shared a sponsored post featuring a word search puzzle generated by ChatGPT—content that emphasizes accessibility and entertainment value rather than technical capability.
However, the strategy comes with risks. Some creators who post sponsored AI content have faced backlash from their audiences, with comments describing posts as “morally bankrupt” and “dystopian.” Despite this, the competition for influencer partnerships is intense, with one talent manager reporting receiving at least 15 daily emails from AI companies pitching collaborations.
To support these efforts, OpenAI has hired talent from major platforms including Instagram, Facebook, TikTok, and Snapchat. The company poached Charles Porch, Instagram’s longtime head of partnerships, in February. OpenAI has also partnered with influencer marketing agency Viral Nation, which has previously worked with Meta, Google, and Uber.
An OpenAI spokesperson said creators are crucial to the company’s public relations efforts, serving as a primary means through which people learn about its products. Across reviewed posts, core topics included coding, productivity, career development, health, travel, education, and shopping.
Key facts
- OpenAI increased sponsored ChatGPT Instagram posts from 61 in June to 141 in August
- The company targets parenting, fitness, and tech creators to broaden ChatGPT’s audience
- OpenAI hired Charles Porch, Instagram’s former head of partnerships, in February
- The company works with Viral Nation, an influencer marketing agency that has handled campaigns for Meta, Google, and Uber
- Some influencers have reported receiving at least 15 daily pitches from AI companies