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Tech & Innovation·August 4, 2026·1 min read

OpenAI flew influencers to a nature resort to fix its image. The internet called it greenwashing.

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The backlash to an influencer “Summer Camp” at a luxury resort shows that AI brand narratives around nature and sustainability are now under a microscope. If you’re running comms in this space, assume performative gestures will backfire and anchor your story in verifiable actions and disclosures.