OpenAI Taps Celebrity Outreach to Court Stars
Former Instagram executive Charles Porch was recruited to bring entertainment figures to ChatGPT, a effort that drew public backlash.
Updated on Nov. 8, 2026 in Celebrities
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In 2025, Sam Altman recruited former Instagram executive Charles Porch to bring celebrities to ChatGPT. Public backlash led to the postponement of a September dinner between Altman and actress Gwyneth Paltrow that Porch had arranged.
Why it matters
The effort shows how AI companies are courting Hollywood figures to shape public perception of their products. The backlash over the planned dinner highlights the tension between tech outreach and public sentiment toward AI.
Porch's 15-year tenure at Instagram, spent persuading celebrities to join the platform, is the stated basis for his recruitment. Details on how many celebrities have since joined ChatGPT are not available.
The players
Sam Altman
Sam Altman is the chief executive of OpenAI, the company behind ChatGPT, and has led its push into mainstream consumer products.
Charles Porch
Charles Porch is a former Instagram executive who spent 15 years persuading celebrities to join that platform before being brought in to court entertainment figures for ChatGPT.
Gwyneth Paltrow
Gwyneth Paltrow is an Academy Award-winning actress and entrepreneur whose planned September dinner with Altman was postponed after public backlash.
The details
Porch describes his approach as relationship-driven, emphasizing personal connections over advertising alone. OpenAI's World Cup advertising featured soccer player Lionel Messi, and Martin Scorsese endorsed an AI-storyboarding startup.
Timeline
2025: Altman recruits Charles Porch for celebrity outreach.
September: Planned Altman-Paltrow dinner is postponed after public backlash.
World Cup: OpenAI advertising featuring Lionel Messi runs.
Industry Dynamics
The strategy mirrors how Instagram used celebrity adoption to grow its user base during its expansion years, now applied to AI products competing for consumer attention. Hollywood's embrace of AI tools is still developing, with the postponed dinner showing how public reaction can slow such outreach.
Readers may see more celebrity endorsements of AI products in advertising campaigns, including sports-event promotions. The practical effect on how people access or use ChatGPT is not described in the source.
The takeaway
Celebrity endorsements can shape how the public views AI tools, but backlash can quickly reshape those plans. Readers evaluating AI products should weigh company messaging alongside independent reporting on their costs and risks.
Further reading
Explore more coverage in Celebrities to see how stars are engaging with new technology.
Source note: This article includes information reported by The Cool Down.
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