A recent survey by CloudNine PR reveals that 83% of UK adults are now aware of generative AI tools, with 45% of these individuals calling for companies to disclose the environmental costs associated with such technologies.
The increasing demand for generative AI has intensified discussions about its sustainability, particularly due to the substantial energy consumption of data centres that support these systems.
The Environmental Cost of Generative AI
Each AI-generated output relies on data centres operating thousands of energy-intensive servers. These facilities are responsible for both training large language models and processing user queries. Unlike a standard internet search, which consumes minimal energy, a single generative AI request can use up to ten times more electricity.
The implications are significant. If the nine billion daily global internet searches were replaced with generative AI tasks, the additional electricity demand would equate to the annual energy consumption of 1.5 million EU residents. Consultancy firm Morgan Stanley projects that the energy demands of generative AI will increase by 70% annually until 2027, potentially matching the electricity needs of a country like Spain, based on its 2022 usage.
UK Consumers Advocate for Sustainable AI Practices
The survey also indicates a growing awareness among UK consumers regarding the environmental impact of generative AI. Nearly 20% of respondents expressed distrust in generative AI providers’ ability to manage their environmental footprint responsibly. Among regular users, 10% are willing to pay a premium for products or services that prioritise energy efficiency and sustainability.
Notably, over a third (35%) of respondents believe that generative AI tools should “actively remind” users of their environmental impact, a measure that could promote more mindful usage and encourage companies to adopt greener technologies.
Initiatives Addressing the Environmental Impact
In response to these concerns, both companies and policymakers are taking action. In the United States, the Artificial Intelligence Environmental Impacts Act was introduced earlier this year, aiming to standardise how AI companies measure and report carbon emissions. The legislation provides a voluntary framework for developers to assess and disclose their systems’ environmental impact, promoting greater transparency within the industry.
Major tech companies are also contributing to these efforts. Salesforce, for instance, has advocated for legislation requiring standardised methods to measure and report AI’s carbon footprint. Experts suggest several practical approaches to reduce generative AI’s environmental impact, including adopting energy-efficient hardware, implementing sustainable cooling methods in data centres, and transitioning to renewable energy sources.
Despite these initiatives, the urgency to address the environmental impact of generative AI remains critical. As Uday Radia, owner of CloudNine PR, states: “Generative AI has huge potential to make our lives better, but there is a race against time to make it more sustainable before it gets out of control.”
