AI is exciting. It writes music, creates images, even lets you design an action figure version of yourself. But behind the fun lies a serious — and growing — environmental impact.
When generative AI launched in November 2022, it gained 100 million users in just two weeks. Google’s CEO described AI as “more profound than the discovery of fire.” With over 7.4 billion smartphone users globally (and rising by over 220 million annually), the scale of AI’s reach — and its resource consumption — is staggering.
Generative AI uses around 33 times more energy than traditional software and millions of gallons of water to cool data centres. A single ChatGPT query consumes roughly 10 times more electricity than a basic Google search. With 9 billion searches daily, that’s an additional 10 terawatt-hours of electricity each year.
According to the International Energy Agency (IEA), by 2030, AI could consume more power than the steel, cement, and chemical industries combined. By 2026, AI could account for nearly 30% of global data centre energy usage.
Governments in the UK, EU, and US are beginning to call for greater accountability. But we also need more awareness — especially as AI continues to be used for entertainment and novelty.
In response, tech companies are now scrambling to secure long-term energy sources. In 2025, to keep pace in the AI arms race, Microsoft struck a deal to reopen the Three Mile Island nuclear power plant — a site once decommissioned due to safety concerns — to power its AI infrastructure.
Ironically, AI may also help solve some of these challenges by improving energy efficiency and grid design. But in the meantime, it’s worth asking: is every use of AI justified?
Innovation doesn’t have to come at the planet’s expense. As we adopt AI into our lives and businesses, let’s do so with responsibility and long-term thinking.
The real question is no longer can we use AI — but should we, and at what cost?
What are we doing to minimise our impact?
Ensuring the longevity of our planet is everyones responsibility. Whilst we recognise that we have a long way to go as a business, we have recently made some improvements in our operations to be more mindful of the environment.
In our studio we are measuring and carbon offsetting print projects for our clients.
Websites: We are also able to measure the carbon footprint of websites. Websites with a lot of dark areas and large files such as embedded video tend to be less energy efficient. This is a learning that we are now working within our design team and development partners on new website projects so we can support our clients to minimise their environmental impact.
