1 min read
In recent years, artificial intelligence (AI) has become a core element in our industry, shaping the strategies of hundreds of companies. It plays a role in countless processes: from massive data analysis and predictive modeling to hyper-personalization and extreme automation. AI provides efficiency, performance, and scalability, among other benefits, but that progress comes at a hidden cost: brutal energy consumption and an increasing climate impact.
Digital has always felt somewhat “ethereal,” but in reality, it has real consequences. Today, I believe we lack sustainable digital awareness, both as users and as companies. We don’t think about the energy consumption AI generates; we only focus on the advantages and benefits it brings.
In adtech, we increasingly rely on AI for foundational aspects: big data analysis, automated decision-making in milliseconds, optimization, personalization… AI is now embedded in much of what we do.
But this has a price. Indirect carbon emissions from big tech companies increased by 150% between 2020 and 2023, and AI is the main driver. ITU.
Data centers and enormous amounts of energy are required to sustain such computational power, train models and so on. A lot of energy. And increasingly, because this is exponential growth.
The “State of Readiness 2025” report reveals that sustainability is the second-biggest concern in the digital sector, only behind measurement.
European regulations pushing forward
The AI Act, the DSA, and upcoming regulations require much more transparency, control, and responsibility in the use of AI in the EU. This will lead to increased pressure to adopt sustainable models.
In the US, however, the focus is 100% on technological progress. Any regulation is seen as a barrier to innovation and a loss of competitiveness.
On one hand, we want to be sustainable; on the other, we don’t want to give up the advantages that AI offers. We don’t want to lose competitiveness or fall behind this hectic wave that is pulling us all forward.
If AI isn’t in your DNA, you seem destined to disappear or be ignored. And this mantra (AI everywhere) is currently tipping the scales far from sustainability and regulation.
The perception is that sustainability doesn’t provide immediate economic return. It’s seen as an extra cost, not a revenue engine. For SMEs, it’s largely unknown territory. For companies, it’s often a setback. However, sustainable practices lead to more efficient use of resources.
It’s essential that society and businesses understand the true value and return behind it. Moreover, I believe it’s a mistake to assess sustainability only through an economic and progress-based lens.
But in a global context like this one, with conflicting interests and priorities, the situation feels truly complicated.
Conclusion
We are at a crossroads where decisions are not easy: jump onto the AI train without thinking of anything else or consider the impact AI has on our planet and try to moderate or regulate its use, even if that means slowing down in some areas.
I believe we cannot allow short-term profitability and efficiency to overshadow sustainability. The real challenge is to find the point where both directions coexist: efficient AI, responsible use, and solid long-term progress.
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