Any new technology that has the potential to reduce environmental harm may also bring its own negative impact. Think of electric vehicles with their reliance on mining rare earth minerals for batteries, or the energy-intensive practices around carbon capture and storage.
If the numbers are anything to go by, Generative Engine Optimisation (GEO) – or AI-powered search if you prefer – may become the latest example, and one that both advances sustainability aims while creating significant environmental impact through the enormous volumes of data being processed.
The data centre infrastructure that powers AI applications has been in the news again this week, with a new government AI hardware plan, the apparent emergence of north-south data centre divide and a stark projection that the data centre boom may require 40 per cent more energy than previously thought.
Last year, global sustainability consultancy ERM surveyed nearly 6,000 adults about AI and environmental perceptions, with 70% supporting its use, and only moderate awareness of the impacts. But 56% also stated that if they knew the average AI search uses 10 times as much electricity as a conventional web search, they would decrease their usage
The imminent trade-off
Amy Drawbell, managing consultant at ERM, said data centres themselves face significant reputational challenges, with perceived environmental risks and community impact already well established in the court of public opinion. In the UK, data centre processing power is projected to grow five-fold by 2030. “While we hear a lot about the sustainability drawbacks of data centres, the same can’t always be said when it comes to understanding the environmental impact of using AI in our everyday lives. Yet, it is the latter that is fuelling this pace of growth,” said Drawbell.
Currently, most people had not yet joined the dots between AI use and its environmental impact. Yet, while that understanding is likely to grow, consumers, businesses and sustainability experts are likely to face a trade-off as GEO use continues to grow.
“AI is now one of the most effective tools for calling out greenwashing,” added Drawbell. “Powered by data and with a strong preference for credibility, those LLMs are quickly shining a spotlight on brands that are failing in their sustainability communications. And in this respect, we can see an irony emerge between the costs and benefits of using AI.”
By the same token, this principle could be applied across the business landscape, with GEO results punishing brands with inconsistent and unreliable external comms. “Even if AI can be an ally for both sustainability and truth, it still poses a reputational double-edged sword for businesses and brands,” said Drawbell. “Consumer lack of trust in AI and broader scrutiny of data centre expansion is clearly here to stay.”
For communications teams, there’s a need to uphold transparent, honest and clear information, grounded in science – and to understand the impact AI search is having on the reputation game. But there’s also a need to be conscious of the data centres that power it, their impact and the work that’s being done to reduce it.