Matthew Widdop
Matty is a Digital SEO Executive at Intelligency, helping our clients to improve their digital performance. Matty is currently studying for his Level 3 Multi-Channel Marketer apprenticeship and has completed a Sport Journalism Degree at the University of Huddersfield.
Generative Chatbots such as ChatGPT, Perplexity and Gemini are multi-functional tools that any forward-thinking marketing team is currently using in the digital landscape to increase productivity and ingenuity. However, these large-scale AI platforms pose a huge environmental problem with massive data centres contributing to large amounts of electrical wastage.
How can generative AI be used?
Generative AI can be used to enhance marketing techniques and improve workflow within agencies. Just some of the ways we can use AI include:
- Graphic Design
- Problem Solving (Technical SEO Solutions)
- Optimising Titles and Descriptions
- Data Analysis
- Chatbot Creation
Why is it wasteful?
Due to the fact that AI can help with a variety of tasks, not just in the marketing industry, its prevalence and usage within the digital space are growing. With more users joining and increasing their time spent on Generative AI with each passing day, it is fair to say that what is already a large wastage problem is going to continue to get significantly worse.
The data centres housing the AI infrastructure are causing the problem, using massive amounts of electricity, and these figures are only going to get larger as time goes on, contributing to more electronic waste.
The microchips being used to power AI also contain rare natural resources such as gallium, germanium, palladium and neodymium, which are often mined in destructive ways. Here’s what the UN Environment Programme had to say,
“Most large-scale AI deployments are housed in data centres, including those operated by cloud service providers. These data centres can take a heavy toll on the planet. The electronics they house rely on a staggering amount of grist: making a 2 kg computer requires 800 kg of raw materials. As well, the microchips that power AI need rare earth elements, which are often mined in environmentally destructive ways, noted Navigating New Horizons.
The second problem is that data centres produce electronic waste, which often contains hazardous substances, like mercury and lead.
Third, data centres use water during construction and, once operational, to cool electrical components. Globally, AI-related infrastructure may soon consume six times more water than Denmark, a country of 6 million, according to one estimate. That is a problem when a quarter of humanity already lacks access to clean water and sanitation.”
What can marketers do about it?
As marketers, we can try to make our AI usage as environmentally friendly as possible to do our bit in helping out, while the industry gets a handle on how to solve the problem of wastage with AI. We can do this by choosing sustainable AI tools and platforms and making sure to try and tighten up prompts and become more efficient while using AI.
