Marketers express strong belief in achieving net zero emissions by 2030, yet many face a contradictory challenge with the rising use of generative AI (GenAI). A significant percentage of marketers recognize that their dependence on this highly carbon-hungry technology poses a serious barrier to meeting sustainability goals. While GenAI offers tremendous creative potential, it also demands vast energy resources, disclosed through a study by 51toCarbonZero. However, marketers can adopt smaller language models, which are more energy-efficient and capable of fostering sustainable practices, ultimately requiring them to gain better visibility into their emissions.
GenAI is energy-intensive, but with the right knowledge and approach, it can be used more sustainably. They're faster, cheaper, and more than enough for many marketing use cases.
The tension that's quietly exposing marketing's biggest blind spot: a reliance on tools that threaten the very progress they claim to champion.
Marketers have been among GenAI's earliest and most aggressive adopters. While the creative potential is undeniable, the energy consumption is harder to ignore.
It's a tension that quietly exposes marketing's biggest blind spot: a reliance on tools that threaten the very progress they claim to champion.
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