Sam Altman’s Orb company Fake Deal With Bruno Mars Sparked New Scrutiny Of OpenAI

OpenAI CEO Sam Altman is facing fresh scrutiny after a high-profile product rollout tied to a supposed partnership with Bruno Mars unraveled publicly—because the collaboration never existed the controversy centers on Tools for Humanity, the biometric startup co-founded by Altman, which recently introduced a new ticketing concept called “Concert Kit.” During a San Francisco launch event, company executives said the product would debut on Mars’ upcoming world tour, promising exclusive access and VIP experiences for verified users representatives for Bruno Mars and concert promoter Live Nation pushed back, stating clearly that no such agreement had ever been discussed. “To be clear, we were never approached … nor were we in any discussions regarding a partnership or tour access,” Mars’ management and Live Nation said in a joint statement. The statement added that they first became aware of the claims after the company publicly tied its product to the tour. Tools for Humanity later confirmed the reversal, acknowledging that “there is no association or affiliation with the artist or his tour.” The company has since edited its promotional materials and now says the Concert Kit rollout will instead target a future European tour involving Thirty Seconds to Mars. The startup did not explain why Mars’ name was used in the initial announcement. The misstep lands at a time when Altman’s influence extends far beyond tech circles. As the face of OpenAI and a central figure in the rise of generative AI, his ventures—both inside and outside the company—are closely watched. Tools for Humanity, launched in 2019, has been positioning itself as a solution to online fraud through its iris-scanning “Orb” device, which verifies users as real people in digital ecosystems. The Concert Kit concept was framed as a way to combat ticket scalping bots, an issue that has plagued major tours and platforms like Ticketmaster. At the same event, artist Anderson .Paak, who is touring with Mars under the alias DJ Pee .Wee, appeared onstage and criticized bots, saying they “make everything really sh*tty” for fans. The company also referenced past ticketing failures, including overwhelming demand during major tours, as justification for its technology.

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