Brits Embrace Generative AI, But Is Its Growth Sustainable?

A recent survey conducted by CloudNine PR reveals that 83% of UK adults are familiar with generative AI tools, with 45% of those informed about them desiring transparency from companies regarding the environmental impact of these technologies.

The rising popularity of GenAI has ignited discussions about its sustainability, especially given the substantial energy consumption of data centers.

Data centers, running thousands of power-hungry servers, form the backbone of AI-generated emails, ideas, or recommendations. They are tasked with both training the large language models powering generative AI and processing individual user inquiries. Unlike a simple Google search, which is relatively low in energy consumption, a single generative AI request can demand up to ten times more electricity.

The figures are alarming. If the nine billion daily Google searches worldwide were replaced by generative AI queries, the resulting electricity demand would match the annual energy consumption of 1.5 million residents in the EU. Morgan Stanley consultants anticipate a 70% annual growth in generative AI's energy demands until 2027. By then, the energy needs of generative AI systems could equate to the electricity requirements of a whole country—such as Spain, based on its 2022 consumption.

The survey further underscores increasing awareness among UK consumers about the ecological effects of generative AI. Almost 20% of those surveyed expressed skepticism about generative AI providers responsibly managing their environmental impact. Among frequent users, 10% showed a willingness to pay more for products or services that support energy efficiency and sustainability.

Notably, over a third (35%) of those surveyed believe generative AI tools should regularly remind users of their environmental footprint. While seemingly a minor step, this could foster more conscientious usage and compel companies to invest in greener technologies.

Thankfully, some companies and lawmakers are beginning to tackle these concerns. In the United States, the Artificial Intelligence Environmental Impacts Act was introduced earlier this year to set standards for AI companies in measuring and disclosing carbon emissions. It also offers a voluntary framework for developers to assess and share the environmental impact of their systems, pushing the industry towards enhanced transparency.

Leading tech companies are also responding. Firms like Salesforce advocate for legislation requiring standardized methods for assessing and reporting AI's carbon emissions. Experts suggest several practical strategies to reduce generative AI’s ecological impact, including the adoption of energy-efficient hardware, sustainable cooling systems in data centers, and a shift towards renewable energy.

Despite these initiatives, addressing the environmental impact of generative AI urgently remains a priority. As Uday Radia, the owner of CloudNine PR, states: “Generative AI holds great potential to improve our lives, but there is a pressing need to make it more sustainable before it becomes unmanageable.”