OpenAI is enlisting an influencer army to make it look 'good for the world'

AI's reputation is in hot water. Can influencers save it?

OpenAI has been ramping up its creator marketing efforts as AI safety concerns take center stage.

The company isn't asking influencers to assuage fears that a rogue AI could destroy humanity. Instead, it's prompting them to showcase why ChatGPT is "cool," per one influencer talent manager, or how it can support work that's "good for the world," according to one campaign pitch viewed by Business Insider.

OpenAI doubled the number of sponsored Instagram posts promoting ChatGPT from 61 in June to 122 in July, and then increased it further to 141 in August, according to data compiled by the influencer marketing platform HypeAuditor.

Business Insider reviewed dozens of sponsored posts for OpenAI's ChatGPT product, and spoke with six managers and creators who had worked with the company. The company is casting a wide net, reaching out to parenting and fitness influencers as well as tech-savvy creators to broaden its user base and grow its advertising business.

The message: ChatGPT can help you parent, run a business, create content, plan a workout, and be a good person.

OpenAI's influencer strategy can be split into two buckets: getting businesses to pay for enterprise tools and keeping millions of consumers coming back to ChatGPT.