OpenAI hosted influencers at a luxury retreat with beekeeping. The internet backlash was swift.
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OpenAI hosted several content creators at a luxe resort in upstate New York.Bloomberg/Getty Images
2026-08-04T04:06:33.346Z
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Beneath a canopy of trees at a 140-acre resort, bistro lights illuminated a long wooden table set for about 30 people. There, content creators gathered for dinner of farm-to-table food and wine.
At one end of the table, a glowing OpenAI logo completed the scene.
Over the weekend, several influencers posted videos from what they called "OpenAI Summer Camp," held at Wildflower Farms, a luxury resort in New York's Hudson Valley. Weekend room rates typically exceed $2,000 a night.
According to attendees' posts, the itinerary included meals, lessons about OpenAI's latest tools, and outdoor activities, including a session with a beekeeper.
Creators also received OpenAI-branded merchandise, including canvas bags and jars of honey.
The idyllic retreat did not charm everyone online.
Summer camp with @OpenAI in upstate New York. Life’s crazy. pic.twitter.com/f5KVn6GNws
— Erik Cupsa (@swerikcodes) July 31, 2026
OpenAI told Business Insider the retreat was an education-focused event tied to the recent launch of ChatGPT Work and part of its broader effort to market practical uses for its products through creators.
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"Creators are an important part of our community and how people get information and learn about our products today," a spokesperson said.
OpenAI's top-end getaway also comes as the AI labs attempt to turn around their public image. The firms — which have been quickly constructing data centers across the US — have faced backlash amid anxiety about rising energy prices, water use, and potential job displacement.
But this weekend's pastoral content quickly drew criticism on social media. Many questioned why a company associated with several energy- and water-intensive data centers was courting influencers at a nature-focused resort.
"This is the proper context to use the word dystopian," one Redditor wrote.
Across X, Reddit, TikTok, and Instagram, commenters accused OpenAI of "greenwashing," while others criticized creators for promoting AI without discussing concerns about the technology's environmental impact.
Journalist Taylor Lorenz wrote on X that creators attending the event were getting "cancelled."
Influencers are getting cancelled for going on the OpenAI brand summer camp weekend trip, which is very interesting bc I have not seen similar criticism towards influencers who have been attending Anthropic events (which also works with the Dept of War). Have I just missed it? pic.twitter.com/rWsJQf8CaG
— Taylor Lorenz (@TaylorLorenz) August 3, 2026
Startup Signull Labs, the creator of the AI agent service Skye, compared the retreat to OpenAI rival Anthropic's retreat. The startup wrote on its X account that Anthropic kept its retreats low-key, with subtle private dinners rather than "conspicuous luxury retreats."
"But OpenAI made the influence operation completely visible & that's probably what irked ppl," it wrote.
None of the creators at OpenAI's retreat contacted by Business Insider responded to requests for comment. OpenAI did not answer whether attendees on this particular trip were paid, whether OpenAI covered their travel or accommodations, or whether they were expected to post.
"We welcome healthy debate as AI becomes more prevalent, and we value creators who choose to engage with us, attend our events, ask tough questions, and learn alongside everyone else," a spokesperson said. "We'll continue to value them, just as we do traditional media and other marketing partners."
Grace McCarrick, one of the creators who attended, posted a video saying she wanted to make a series after "being in the room with people who work on this product." She recorded the video before a day of coding — and while preparing a bath.
"The irony of running a bath at a ChatGPT brand trip," one commenter said.
@graceforpersonalityhires I genuinely can’t believe I was on @ChatGPT ♬ original sound - grace mccarrick
She's since posted two videos responding to negative comments.
"My morals were not compromised," she said in one video. "I am supremely excited about AI and the opportunities it offers to our species. Full stop."
OpenAI is not the first company to learn that an influencer getaway can generate scrutiny.
In 2023, fast-fashion giant Shein faced fierce criticism after flying creators to China for a curated tour of its facilities. Viewers accused the influencers of helping the company whitewash allegations about its labor and environmental practices. Cosmetics company Tarte has also repeatedly drawn backlash over lavish creator trips.
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Ben Shimkus is a reporter for the Business News desk. He writes about cars, transportation, retail, and jobs. Ben's reporting has appeared in Rolling Stone, The Verge, Automotive News, USA Today, AutoBody News, LGBTQ Nation, TopSpeed, and Out Magazine. He's also held staff writing positions at The U.S. Sun and the Daily Mail. He graduated from NYU with a Master's in journalism in 2024. Email Ben at bshimkus@insider.com or message him privately on Signal at bshimkus.41.
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Aditi is a junior news reporter at Business Insider's Singapore bureau. She writes about Gen Z and millennial side hustles, careers, and retail and consumer behavior. She previously worked for The Straits Times, where she wrote breaking news stories for the Singapore desk. She studied communications and business at Nanyang Technological University. Aditi can be reached via email at abharade@insider.comFeatured stories:
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