• ChatGPT and Google Gemini are changing industries.
• A UK survey shows 45% of consumers seek transparency into AI’s carbon footprint.

ChatGPT, Google Gemini, and Microsoft CoPilot are examples of GenAI tools that are transforming how people work, learn, and create. They have become important for many due to their ability to perform tasks ranging from drafting emails to generating complex code. However, their environmental impact is becoming a growing concern as they become increasingly integral to daily life.

According to a CloudNine PR survey, 83% of adults in the UK are aware of GenAI tools, and 45% of those familiar with them want companies to disclose the technology’s environmental costs openly. The concerns are rooted in the heavy energy demands of GenAI systems, which rely on data centres running thousands of servers, often powered by fossil fuels. There are serious concerns regarding the AI tools’ sustainability as their carbon footprint increases with use.

The hidden environmental cost of GenAI

At the core of GenAI’s energy consumption are data centres—vast facilities filled with servers that train LLMs and process user queries. Data centres consume enormous amounts of electricity to power hardware and keep servers cool. Unlike a simple Google search, which uses relatively little energy, a single GenAI request can use up to ten times as much electricity.

The numbers are staggering. Research from Morgan Stanley estimates that the power demand from GenAI will grow by 70% annually until 2027. If current trends continue, GenAI systems could consume as much energy annually as Spain did in 2022—a significant figure for a technology still in early stages of adoption. For instance, replacing the world’s nine billion daily Google searches with GenAI queries would increase electricity demand by an amount equivalent to the annual consumption of 1.5 million EU residents.

These statistics paint a concerning picture, but they also highlight an opportunity to rethink how GenAI can be made more energy-efficient.

UK consumers demand accountability

The environmental impact of GenAI is becoming more recognised, leading to requests for tech companies to be more responsible and transparent. According to the CloudNine PR survey, nearly one in five UK adults don’t trust GenAI providers to manage their environmental impact responsibly. This scepticism is driving demand for action—not only from companies but also from governments and regulators.

Interestingly, some users are willing to pay for greener technology. About 10% of regular GenAI users surveyed stated they would pay more for products and services that prioritise energy efficiency and sustainability. Furthermore, 35% of respondents believe that tools such as ChatGPT should remind users of their environmental impact during use, which could lead to more conscious consumption of AI-powered services.

The push for greener AI: What’s being done?

While the challenges are enormous, there are promising efforts to address GenAI’s environmental footprint. A major solution is to shift from fossil fuels to cleaner, renewable energy sources—a move that several tech giants have already embraced.

For example, Microsoft recently announced a $10 billion deal with Brookfield to secure 10.5 gigawatts of renewable energy capacity by 2030. Its investment, the largest of its kind, represents enough to power approximately four million homes. Similarly, Meta, Facebook’s parent company, has agreed to purchase geothermal energy for its US data centres. Geothermal energy, which uses heat from the Earth’s core, offers a sustainable way to meet growing energy demands without increasing carbon emissions.

Nuclear power is emerging as a possible solution to fossil fuel’s carbon footprint. According to The Wall Street Journal, the owners of about one-third of US nuclear power plants are in talks with tech companies about supplying electricity for new data centres. Such partnerships could help meet AI’s growing energy demands while reducing reliance on fossil fuels.

Smarter ways to reduce AI’s carbon footprint

In addition to adopting renewable energy, companies can take further steps to minimise the environmental impact of GenAI systems. Experts recommend investing in energy-efficient servers and storage devices, and employing sustainable cooling technologies in data centres. Data centre cooling, for example, frequently relies on water-intensive processes; however, newer, eco-friendly approaches can significantly reduce resource consumption.

Another promising approach is to optimise AI models. Only some applications require an enormous, energy-hungry LLM to perform effectively. Using smaller, more efficient models for tasks that do not require vast amounts of computational power can significantly cut electricity use while maintaining performance.

Legislative initiatives to promote change

Governments and regulators are also taking action to address concerns. In the United States, the Artificial Intelligence Environmental Impacts Act of 2024 has been introduced to establish standardised methods for measuring and reporting AI’s carbon footprint. The legislation proposes a voluntary framework for developers to assess and disclose their systems’ environmental impact, promoting greater accountability and transparency.

Globally, industry groups are advocating for similar measures. Proponents argue that legislation can incentivise companies to adopt greener practices, from transitioning to renewable energy to designing energy-efficient infrastructure.

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

Explore other upcoming enterprise technology events and webinars powered by TechForge here.