The Environmental Impacts of AI and How to Navigate the Digital Future
Today, artificial intelligence (AI) is no longer just a buzzword—it’s a necessity. At Avenue, staying on the cutting edge means embracing AI to ensure our clients’ strategies stay relevant. But we also recognize that technology often comes with a cost, especially to the environment. As a certified B Corporation, we’re committed to more than just progress for its own sake. Inspired by our recently published AI manifesto, we’re here to look directly at the environmental impact of the tools we use—AI included—and to explore ways to drive positive change with transparency and accountability.
Let’s get into the realities of AI’s environmental footprint and discuss how we can all make choices that align with both our values and the health of the planet.
1. AI’s Climate Impact: Beyond Emissions
AI’s environmental impact goes far beyond the electricity bill. Large language models (LLMs) and complex machine-learning algorithms demand vast computing power, which translates to high energy consumption and significant carbon emissions. According to MIT Technology Review, training one large AI model can emit as much carbon as five cars do over their entire lifespans.
AI’s uses add another layer to this environmental toll. From optimizing fossil fuel extraction to driving demand in industries like fast fashion, AI applications are influencing industries known for their substantial carbon footprints. With these applications comes a responsibility to track and minimize impact—not to sweep it under the rug—especially as AI becomes more intertwined with daily life.
2. A Case for Sustainable AI: Building on What’s Possible
Increased demand for AI has spurred a rise in data centers worldwide, leading to intensified resource consumption, from water and electricity to rare minerals. These environmental effects aren’t felt equally. For instance, areas like Arizona and Chile, are already dealing with limited water supplies, and bear a disproportionate share of AI’s impact, as noted by Columbia Climate School.
At Avenue, we see this as an opportunity to advocate for change. Just as consumers favor brands prioritizing sustainability, there’s a growing push for AI to follow suit. We’re committed to exploring and adopting sustainable AI models that meet client needs without compromising the planet.
3. AI for Good: When Technology Benefits the Planet
While AI contributes to emissions, it also holds immense potential for environmental monitoring and sustainability efforts. From tracking greenhouse gas emissions to predicting natural disasters, AI can—and should—be leveraged to mitigate its environmental costs. For example, AI-driven tools already help monitor methane leaks, giving industries a faster way to tackle emissions before they escalate. This is why we’re hopeful that innovation in AI sustainability will continue, and why we look forward to aligning our tools with these advancements.
4. Avenues for Action: Our Role and Commitment
Technology like AI can feel like a double-edged sword, but our commitment to sustainability means we’re tackling its challenges head-on. With every AI model we implement, we’re mindful of the environmental cost, and we’re actively looking for tools that align with our mission as a B Corp. As NPR recently reported, big tech players are beginning to adopt sustainable practices—something we’re also excited to see more of across the industry.
Our clients can rest assured that as AI continues to advance, we’ll be on the lookout for models that not only meet our high standards of efficiency but also our commitment to environmental sustainability. After all, staying on the cutting edge means pushing for progress across every dimension—including the planet.
Future-Proofing with Purpose
AI is here to stay, along with its environmental challenges. But as an agency built on values of responsibility and transparency, Avenue is committed to addressing these issues directly—not sweeping them under the rug. We’re confident that with every step forward, there will be new opportunities for the tech industry to innovate eco-friendly solutions. And as those opportunities arise, we’ll be the first to bring them to our clients.
Want to stay informed about sustainable AI and other conscious marketing insights?
Subscribe to Avenue’s Conscious Marketer newsletter.
Listen to our Podcast The Conscious Marketer Podcast
Follow us on Instagram
Follow us on TikTok
