A new survey has revealed that 83% of UK adults are now aware of or have used Generative AI (GenAI) tools such as ChatGPT, Microsoft CoPilot, and Google Gemini.
However, growing awareness is also accompanied by increasing concern over the environmental impact of these technologies. Of those familiar with GenAI, 45% are calling for laws that require companies to be transparent about the environmental footprint of their AI systems.
The research, conducted by CloudNine PR, indicates that a significant portion of the public is conscious of the environmental risks associated with the expanding use of GenAI. This awareness stems from the energy demands of data centres, which are often powered by fossil fuels, contributing to increased carbon emissions.
The survey, which polled 1,000 UK consumers, found that 54% of respondents who are familiar with GenAI are aware that its expansion could harm the environment. Nearly one in five (19%) expressed a lack of trust in GenAI providers, doubting their commitment to managing and reducing the environmental impact of these systems.
Energy Demands of GenAI Raising Concerns
The energy-intensive nature of GenAI systems is a key driver of environmental concern. These technologies rely heavily on vast data centres to process tasks, whether training large language models (LLMs) or handling individual user queries. Research shows that processing a single request with a GenAI tool, such as ChatGPT, consumes around ten times more electricity than a simple Google search.
This heightened energy demand has significant implications. For example, Morgan Stanley’s research suggests that power demand from GenAI will increase by about 70% annually until 2027. By that time, GenAI could be consuming as much energy as Spain did in 2022. If global users were to replace Google’s 9 billion daily searches with GenAI requests, the electricity required would equate to the yearly consumption of 1.5 million EU residents.
Despite these challenges, there is some indication that users are willing to contribute to a solution. Among those who use GenAI tools regularly, 10% said they would be willing to pay more for products and services that use GenAI if the additional cost is spent on making the technology more energy-efficient and environmentally friendly.
Calls for Regulatory Action on GenAI’s Environmental Impact
As the energy demand for GenAI continues to rise, there are growing calls for regulatory intervention to mitigate its environmental impact. Technology firms and legislators are beginning to address the issue, with some initiatives already underway.
Salesforce and other leading technology companies have shown support for legislation that would require standardised methods for measuring and reporting the carbon emissions and environmental impact of AI systems. In the United States, lawmakers are pushing for further action. In February 2024, Democratic lawmakers introduced the Artificial Intelligence Environmental Impacts Act, which seeks to create agreed standards to measure AI’s environmental footprint. This bill also aims to establish a voluntary framework for AI developers to report on their environmental impact.
Such regulations could encourage AI companies and data centre operators to invest in more sustainable technologies. Recommendations from experts include adopting energy-efficient servers and storage devices, using environmentally friendly data centre cooling methods, and transitioning to renewable energy sources.
Uday Radia, the owner of CloudNine PR, noted: “Generative AI has huge potential to make our lives better, but there is a race against time to make it more sustainable before it gets out of control. Our survey indicates that consumers are starting to recognise this challenge.”
Public Awareness and the Role of GenAI Providers
The survey results highlight growing public awareness of the environmental impact of GenAI, with more than a third (35%) of those familiar with the technology believing it would be beneficial if tools such as ChatGPT reminded users of their environmental impact each time they logged in. This, they argue, could encourage more responsible use of these tools.
However, trust in GenAI providers to address these issues remains low, with many respondents sceptical about the industry’s commitment to reducing its environmental footprint. There are concerns that without more transparency and regulatory oversight, the rapid adoption of GenAI could exacerbate environmental issues.
The demand for transparency is expected to grow as more consumers become aware of the environmental implications of AI. Legislative initiatives like the Artificial Intelligence Environmental Impacts Act may play a pivotal role in shaping the future of AI and its energy consumption, potentially setting new standards for sustainability in the technology industry.
In the meantime, organisations and individuals alike are urged to consider the environmental consequences of GenAI usage and to support initiatives aimed at reducing its carbon footprint. The rapid growth of GenAI offers numerous benefits, but managing its environmental impact will be crucial in ensuring its long-term sustainability.
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