OpenAI is expanding its marketing of ChatGPT through content creators on Instagram and TikTok. The number of sponsored Instagram posts promoting ChatGPT rose from 61 posts in June to 141 posts in August, according to data from influencer marketing platform HypeAuditor cited by Business Insider. Rather than simply discussing the model’s capabilities, this content often shows ChatGPT being used to build presentations, assist with homework, plan workout routines, or advance careers.
Business Insider reported that it reviewed dozens of promotional posts and interviewed six managers or creators who have worked with OpenAI. According to sources cited by the publication, the strategy has two prongs: convincing businesses to pay for workplace tools and keeping individual users coming back to ChatGPT. This reflects the reporting of a journalistic investigation, not an official statement regarding OpenAI’s budget or revenue targets.
Promotional content ranges from work to daily life
Some of the selected creators are individuals who have built businesses or personal brands. They can share specific ways they use ChatGPT to prepare presentations or assist with routine tasks. Natasha Badger, a marketing and technology creator interviewed by Business Insider, said most of her followers are already familiar with ChatGPT; the more important goal is to keep them choosing the product as their default LLM tool.
The scope of content is expanding beyond tech enthusiasts. Business Insider cited the example of The Shade Room, which has more than 28 million Instagram followers, posting a word search game generated using ChatGPT. A talent manager noted that OpenAI has also shown interest in fitness creators, as health and running are popular topics users ask ChatGPT about.
According to HypeAuditor’s analysis of hundreds of Instagram posts promoting ChatGPT, popular themes include coding, productivity, career development, wellness, travel, education, content creation, shopping, and household chores. This reflects the themes of the analyzed posts, not an exhaustive statistical breakdown of how all ChatGPT users utilize the service.
Advertising also has to navigate skepticism toward AI
Sponsored posts often emphasize that AI is an assistant rather than a replacement for humans. In a back-to-school campaign described in the article, creator Martha Dove shared how she uses ChatGPT to help her children with math problems while promoting study modes and teen safety features. The message of the content is that the tool can assist parents and students without replacing the role of a mother or a teacher.
That messaging comes at a time when a segment of followers is reacting negatively to AI promotional content. Business Insider cited instances where creators participating in an OpenAI brand trip in August faced backlash from viewers who labeled their content unethical or off-putting. This creates a distinct challenge for marketing: brands want to showcase their products, while creators must preserve the trust of communities that may worry about AI impacting their jobs and careers.
OpenAI is also assembling a team experienced in creator relations. Business Insider reported that the company has hired personnel who previously worked at Instagram, Facebook, TikTok, and Snapchat, including Charles Porch, former head of partnerships at Instagram. The company has also brought on the agency Viral Nation to assist with parts of its campaigns. This reflects an approach of building in-house capabilities and engaging external partners to tap into the creator economy, rather than relying solely on direct ad placements across platforms.
The goal may be habit retention, not just user acquisition
Data showing three consecutive months of growth in sponsored posts indicates an expanding promotional push, but does not reveal viewership figures, conversion rates, spending, or business impact. It also remains unclear how many posts were published under direct contracts with OpenAI and what degree of creative freedom was allowed in each campaign. Therefore, post volume alone cannot be taken as proof that the campaigns have succeeded.
Even so, creator accounts point to a notable shift in focus: ChatGPT is already familiar to many, so the competition may be shifting from driving awareness to sustaining habits. Marketing through relatable storytelling helps the product appear in a wider range of everyday contexts, but its persuasiveness will depend on the creators’ genuine experiences and transparency regarding sponsored content.
For creators, commercial partnerships can generate revenue while putting them in the position of having to address whether AI supports or undermines creative work. How OpenAI and other companies navigate that tension will influence the credibility of future campaigns. What bears watching is not just the volume of sponsored posts, but how audiences respond and whether the featured experiences prove genuinely useful outside of sponsored videos.