Blink:

I have been following several COP28 attendees (a.k.a. climate champions) posting their take-aways from the desert conference. The same old tune as previous conferences; the need for more capital, policy/regulations, and leadership to mitigate our climate crisis. Everyone is waiting for less rhetoric, more action. The elephant is not waiting!  

Read On:

When I last checked COP28 online Saturday, I wanted to find out the progress being made resolving the main issue at this year’s conference in the fight against climate change: the massive reduction of fossils fuels. Several articles indicated world leaders, climate activists, and lobbyists were busy working the halls in Dubai trying to agree on the wording on an agreement to reduce the exploitation of oil, gas, and coal. Currently they were splitting hairs about greenwashing terminology which would still technically enable fossil industries to continue their polluting activities.         

Recently I engaged with a renown EU circular economy advocate about the need to educate the average Joe to change their consumer purchasing behavior and adapt to a more sustainable lifestyle to help humanity mitigate climate change. To paraphrase their response: “My strong belief is that it is the responsibility of policy makers to regulate in according to science to change the behaviour and actions of both businesses and consumers. This is why I focus more and more on educating the politicians about what they should be focusing on.” I respect the individual’s POV. Policy makers are needed to help, a baby step, in the process of climate change mitigation. However, as a food marketer, I believe a giant step is for humanity to change its consumption behavior. Consequently, I have researched and am afraid the utilization of generative AI as a marketing tool to further influence consumer purchasing behavior will be an offset to climate change mitigation.

Back in September I first posted my concern generative AI long-term was potentially the elephant in the room in regards to planet earth’s environment and will offset our progress mitigating climate change. For starters, let me briefly summarize how smart marketers are gearing up to use it as a tool to drive sales which will drive/fuel consumerism:

1. Enhance data analytics of consumer behavior which will power hyperpersonalization and automate processes related to consumer insight//targeting.
2. Marketing movements which normally took months of content development will be turned around in weeks or even days, plus leverage targeted social campaigns.
3. Improve product development (R&D) innovation where marketers can consistently deliver value on the goods and services consumers want or need.
4. Boost direct customer interactions/engagement.

On the surface it sounds exciting. Generative AI is powering the transformation of consumer marketing. As I shared back in September research revealed 73% of U.S. marketers (source: Statista) indicated their organizations have used generative AI tools. It is estimated the percentage of AI usage will escalate to 90% in two years. Below the surface I am alarmed Gen AI will adversely impact the environment:

1. Complex AI models involve intensive computing power from semiconductors requiring significant amounts of electricity which generate considerable levels of heat. Water from AI facilities’ cooling towers, as well as water usage at the source of electricity generation is utilized to maintain optimal operating conditions/temperatures. Water and climate change are complexly linked.
2. Generative AI, the elephant in the room utilized as a marketing tool will influence consumer purchasing behavior. The byproduct is it drives the overall consumption of material-based products which might be manufactured by numerous companies outside the sustainable guidelines needed for a healthier plant earth. In addition, these material-based products might be produced in far-off places where labor and resources are exploited, plus transportation requiring fossil fuels will be needed to get product from point A to point B. Note: Most of the transportation utilized in global logistics (e.g., freighters made with steel) were built with a large amount of fossil fuels.

Time to put closure to my rant. My concern is unless humanity changes its consumer behavior to buy responsibly only what it needs versus buying what it wants, marketers will have a field day with Gen AI, thus it will be difficult to mitigate climate change.

Ubuntu!