导语：公关专家表示，在公众舆论的法庭上，马斯克占据了上风。

埃隆·马斯克似乎无法停止与其他亿万富翁科技巨头的争斗。他的最新目标是OpenAI的首席执行官萨姆·奥特曼。

虽然马斯克可能无法在对OpenAI的诉讼中获胜——这是他近十年前帮助创立的公司，但几位公关专家在接受记者采访时表示，这位直言不讳的大企业家在公众舆论场上与奥特曼的较量中占据了上风。

“萨姆·奥特曼正与有史以来最伟大的人物交锋。这就好比他走进拳击场，与科技界的穆罕默德·阿里对决。”全球危机公关公司红榕树的创始人兼首席执行官埃文·尼尔曼这样说道。

上个月末，马斯克向奥特曼发起挑战，他在加利福尼亚法院对他和OpenAI提起诉讼，指控这家得到微软支持的公司违反了2015年的“创立协议”，该协议旨在开发人工通用智能以造福人类，而不是作为一家营利性公司。

马斯克多年来一直在抨击奥特曼和OpenAI，但奥特曼及其公司一直保持中立——直到最近。

在最近的一份法庭文件中，OpenAI强烈反驳了马斯克的诉讼，称之为“无稽之谈”和“不连贯”，并辩称马斯克之所以采取行动是因为嫉妒OpenAI在他2018年离开公司后取得的成功。

该公司还公布了一系列电子邮件，这些邮件似乎显示马斯克不仅支持这家初创公司转向营利模式，而且还推动该公司“依附于特斯拉作为其摇钱树”。

这场诉讼让两位科技界最有影响力的首席执行官对立起来。但公关专家表示，这可能不是一场公平的战斗。

尼尔曼表示，在这场斗争中，奥特曼和OpenAI“有更多的东西要输”，因为“他们没有像马斯克及其公司如特斯拉、SpaceX和社交媒体网站X那样受到同样的争议、批评和批判”。

尼尔曼提到，马斯克的声誉已经受到了近年来一系列公关失误的影响，但这位公关专家表示，无论好坏，马斯克的“品牌”目前远超萨姆·奥特曼。

尼尔曼是《取消文化的诅咒》一书的合著者，他谈到马斯克时说：“他经历过许多艰难的争斗，而且总是能屹立不倒。”

xAI获得提振

尼尔曼和其他公关专家告诉笔者，马斯克对OpenAI的诉讼让这家制造了ChatGPT的公司——现价值860亿美元——处于被关注的焦点，同时也促进了马斯克自己的AI初创企业。

“埃隆·马斯克是我见过的最佳公关特技演员，”国家科技公关公司The Bulleit Group的首席执行官凯尔·阿特加说。“埃隆并不在乎赢得这场诉讼；他所做的一切都是在夺走OpenAI的媒体关注，并在开发者心中种下一丝疑虑。”

尽管法律专家表示马斯克的诉讼很可能会被驳回，但阿特加解释说，通过这次诉讼，马斯克已经成功地将自己的竞争对手AI初创企业xAI置于市场的高位，这得益于与诉讼相关的媒体报道。

阿特加说：“埃隆所做的基本上是超越了所有主要玩家——Anthropic、Cohere、Mistral、Gemini和Copilot。他基本上是在试图将自己定位为这个领域的第二大玩家。”

（阿特加代表的是冲动空间的创始人兼首席执行官汤姆·穆勒，后者也是SpaceX的共同创始人。）

尼尔曼表示，马斯克的诉讼也让OpenAI受到了严格审查。

“仅仅因为埃隆·马斯克提出了关切，就会对OpenAI产生巨大的破坏性影响。”

旧金山危机公关公司ShiftCommunications的管理总监艾伦·邓顿表示，马斯克和奥特曼以完全相反的方式处理他们非常公开的法律斗争，这与他会建议他的客户所做的完全不同，但他认为马斯克的品牌大体上不会受到影响。

但他表示，对于奥特曼这样一个公众普遍不太熟悉的人物来说，现在说还为时过早。

邓顿说：“如果你已经决定支持埃隆，我认为无论他做什么，你都会支持埃隆。”

多年来，马斯克一再公开抨击OpenAI和奥特曼，称OpenAI是一个“谎言”，是一家“封闭源代码、追求最大利润的公司，实际上受到微软的控制”。

上周，特斯拉首席执行官在X上回应OpenAI时表示，如果该公司将其名称更改为“ClosedAI”，他将撤销诉讼，这表明了他斗争的看似琐碎性质。

“与猪角力，自己必定沾泥”

并非所有专家都同意到目前为止马斯克已经赢得了上风。全球科技公关公司SlicedBrand的创始人兼首席执行官艾蕾特·诺夫告诉笔者，马斯克的爆发反而对奥特曼有利。

诺夫说：“整个事件对马斯克的形象产生了非常负面的反映。他基本上表示，他与奥特曼一起创立OpenAI是为了造福人类，而我认为他最近的行动表明，他真正关心的更多是埃隆·马斯克的利益。”

诺夫表示，奥特曼处理这种情况的方式更为“尊重”，这使他“展现出了非常好的形象”。

面对马斯克非常公开的贬低，奥特曼在回应中更为外交。

去年他在接受播客主持人莱克斯·弗里德曼采访时表示，他理解马斯克对AI安全的“极度担忧”，但他希望这位亿万富翁能更多地认可OpenAI为解决人们对这项技术的担忧所做的工作。

本月早些时候，奥特曼告诉资深科技记者卡拉·斯威舍，马斯克是他成长过程中的“绝对英雄”。

在采访中，斯威舍告诉奥特曼她认为马斯克的诉讼是“无稽之谈”。

“我认为他是一个敞开的伤口。我们每天都必须感受到这一点，”曾多次采访马斯克的斯威舍说。“这不是一份合同。这是过去受伤的敞开的伤口，是他犯下的一个错误，”她补充说。

尼尔曼表示，OpenAI公开马斯克的私人电邮显示奥特曼及其公司已经做好了应对决战的准备。

尼尔曼说：“在网上公布个人电邮交流表明他们愿意公开洗脏衣，传达出他们不仅不会轻易放弃，而且还会反击的信息。”

尼尔曼说：“有句话说，如果你与猪摔跤，你最终一定会沾上泥巴。我认为，在这种情况下，你有两个人都是这场摔跤比赛中愿意参与的战士。”

马斯克、奥特曼和OpenAI的代表没有立即回应笔者置评请求。（Business Insider）

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