Artificial intelligence is reshaping industries around the world, and the promotional products industry is no exception. AI has become an invaluable tool, offering ways to work smarter, faster and with more precision. From predicting trends to streamlining operations, AI can help us reach new levels of efficiency. But as with any tool, it’s worth pausing to reflect on both the benefits and the trade-offs.
As we adopt more high-efficiency tools, including AI, we might also unknowingly increase our environmental footprint. As the director of sustainability and responsibility at PPAI, I’d like to share a balanced view on AI’s environmental impact, considering both its benefits and its lesser-known costs. Together, we can embrace AI thoughtfully, ensuring it aligns with our sustainability goals and values.
A Look At AI’s Energy Use
One of AI’s most attractive qualities is its efficiency. AI can process data at speeds and volumes that humans can only dream of, helping us make better, faster decisions. But behind this seemingly effortless power is an often-overlooked cost: energy.
Every time we train, update or even just use AI systems, we ask large data centers to run complex computations. These processes require a lot of energy, and, unfortunately, this energy doesn’t come without a footprint. McKinsey recently highlighted that data centers in the United States alone are expected to consume 606 terawatt-hours of electricity by 2030 – an increase from 147 TWh in 2023.
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That’s over 11% of the country’s total power demand, largely driven by the rise of AI and other data-heavy technologies. In simple terms, training a single large AI model can emit as much carbon as five cars over their lifetime. These figures give us a sense of the environmental cost that goes largely unseen, and knowing can help us make more informed decisions.
AI And Scope 3 Emissions: An Unexpected Contributor
For companies tracking sustainability goals, it’s important to remember that the energy used by AI doesn’t just affect the company running the data center. When we use AI tools hosted on third-party servers, their emissions become part of our Scope 3 emissions, which include indirect emissions produced by others within our value chain. For companies increasingly using cloud-based AI solutions, these emissions add up, contributing to the overall environmental impact associated with our operations.
Elizabeth Wimbush
Director of Sustainability & Responsibility, PPAI
Promotional products companies are beginning to widen the scope of their sustainability metrics, looking beyond physical products to digital tools and technologies. As we set sustainability goals, it’s worth considering that even the invisible forces powering our AI can have real-world environmental impacts.
How To Make Informed Choices About AI
Being aware of the trade-offs allows us to make more intentional choices about how and when to use AI. Adopting AI thoughtfully doesn’t mean avoiding it altogether – it’s about deciding where AI will have the most meaningful impact and where other, less energy-intensive options might serve us just as well.
For instance, in design and trend prediction, AI can be a game-changer, helping us understand customer preferences and reduce waste by forecasting more accurately. But when it comes to routine tasks, like analyzing basic data or creating social media content, traditional tools might accomplish the job without incurring the same environmental cost. By viewing each decision with an environmental lens, we can use AI where it brings significant value and explore alternatives where it doesn’t.
Developing A Responsible AI Policy
One approach to managing AI thoughtfully is to set an internal policy that guides how and when it’s used. Consider exploring ways to integrate sustainability into your AI strategy, creating guidelines that make environmental impact a factor in the decision-making process.
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For example, you might choose to limit the frequency of energy-intensive processes or prioritize AI providers who power their data centers with renewable energy. Simple adjustments, like moving from daily to quarterly reports, can make a meaningful difference in energy consumption. In short, an internal AI policy can help us keep sight of our sustainability goals, providing a framework to use AI efficiently and responsibly.
Moving Forward Thoughtfully
The promise of AI is tremendous, and its potential for enhancing our work is undeniable. Yet, as we step into a future filled with advanced technology, let’s remember that every decision we make has an impact both on our businesses and the planet.
For the promotional products industry, our commitment to sustainability extends beyond the products we create. It’s about embracing the mindset that every part of our operations, from physical goods to digital tools, contributes to our overall environmental footprint. By considering the trade-offs and making thoughtful choices, we can set a standard of responsible innovation that not only drives us forward but does so with respect for the planet.
As we adopt AI and other high-efficiency tools, let’s do so thoughtfully, keeping in mind both the exciting possibilities they offer, and the unseen impacts they may carry. In this way, we can continue leading the way in sustainable innovation, showing that we value both progress and the planet we all share.
Wimbush is PPAI’s director of sustainability and responsibility.
