OpenAI is hiring influencers to create content that portrays AI as cool and helpful, not scary. Here's an inside look at its marketing strategy.
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US business model: go into billions of debt, brainwash the population via YouTube, Twitch, TikTok and Hacker News influencers. Intimidate foreign governments to allow the current snake oil. Wait a decade until you have minor profits and the stock price is through the roof because #growth-mindset.
I like that you think that only one side is doing it. And without clear partner hashtags or sponsorship declarations neither [1].
Seems like an obvious response from OpenAI ngl.
Now, don't take it as me saying what OpenAI is doing is good. It's more if you're in the industry you know that if you're not doing things like this, you're the only one. Whole damned thing is corrupt.
Like using doomerism to get regulatory capture for Big AI.
> Seems like an obvious response from OpenAI ngl.
What response? Big AI has been paying influencers forever and they can afford more than Hossenfelder:
https://www.cnbc.com/2026/02/06/google-microsoft-pay-creator...
Even chess channels have been full of undisclosed vibe coding and robot product placements for at least two years.
Ahh the paid pretend fence sitters have arrived.
Influencers have the greatest influence on their audience, especially repeat viewers who follow or subscribe to them. You need to establish credibility with an audience before you're worth anything to the marketers. This takes time to build.
OpenAI's hypothetical robot influencers have no audience.
I guess not all people realize how deeply entrenched use of influencers and other means of astro-turfing are in use at all times.
Maybe we need a catchy little phrase to explain how it works.
"If you're using influencers you're evil. If you're not using influencers you're stupid".
Thank you for your service, your influencer token stipend has been applied to your account.
I'm not questioning it. I know it does. I just cannot wrap my head around it beyond the initial marketing angle (you cannot be interested in an article unless you know it exists).
Eg I like to watch some pretty mainstream creators like mkbhd. Never was I actually interested in any of the products he pitched. Literally every marketing $ spent on him that ultimately reached my eyeballs was entirely wasted by the sponsors
After all the delivery is different.
With traditional advertising you're being sold a fantasy. The advertisment is usually produced so you're self-inserting yourself into the production. So when you're seeing the fit and good looking cowboy smoking a Marlboro... You subconsciously think: that's who I wanna be, and consequently may be more likely to buy it.
Influencer marketing is however inherently contextualized to the para social relationship between the viewer and the creator. The people that buy the product do so because "their" creator told them about it.
At least that's been the feeling I've got on every sponsorship pitching to date. It's aimed at people that want to get closer to the Creator. At least in their head.
eh, i'll bet there is a single person that read your comment and had no idea who that creator was, searched for their name, watched their videos, and eventually bought something
second- and third-order derivatives of a social impulse are difficult to track
People generally understand that all of the above are not clear absolute negatives. There are some positives to each. And to LLMs.
That's not true. There are all kinds of products that benefit certain people, so sell, but are overall harmful to the world or a harmful to much larger number of people than those who benefit.
> and I don't know how you'd hide that for the people being harmed.
The trick is to make the people being harmed too powerless to stop the harm being done to them. Then your problem is solved and everyone (who matters) is happy.
https://en.wikipedia.org/wiki/Deaths_linked_to_chatbots
Here's just a taste:
> ChatGPT was shown to support and even encourage dangerous drug use, with statements such as "Hell yes—let's go full trippy mode" and advice on reducing his Xanax tolerance so that a single tablet will "fuck you up"
eg. in the gpt 6 release thread i saw multiple people make absurd claims about usage, like saying they go through their entire max usage plan in a day. i think i saw one comment that claimed hours. some recently made accounts seemed very eager to tell everyone the newly released models weren't any better despite being out only for a few hours.
in another thread about how anthropic gated reading AGENTS.md with telemetry, it's full of people defending anthropic. you'd never see people do that for openai. one comment even said we need a "general drumbeat against openai", keep in mind this was in a thread where anthropic was caught doing something shady and that comment could have easily applied to anthropic instead.
now this thread has gotten very popular very fast - which makes me think that there is something fishy going on (not with op). weird rise of anti-openai / pro-anthropic sentiment on this site at the exact same time both companies release new models...
Read the full thread on Hacker News →
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