Marketers Want to Go Green: Is GenAI Locking Them into a Carbon Trap?
The digital tools shaping the future of marketing could be jeopardizing its environmental commitments. In this exploration, we dive deep into the disconnect between intentions and actions in the world of marketing, particularly regarding the growing use of Generative AI (GenAI).
The Paradox of Green Marketing and GenAI
Marketers are publicly vocal about their commitment to net-zero goals. They assert that sustainability is good for business and require their partners to demonstrate efforts in cutting emissions. Yet, behind the scenes, many are increasingly leaning on GenAI, which, quite ironically, happens to be one of the most carbon-intensive technologies they employ.
According to recent findings from climate tech firm 51toCarbonZero, 90% of marketers believe that the industry can achieve net-zero by 2030. Yet alarmingly, 42% identify their use of GenAI as the most significant barrier to achieving that goal. This creates a glaring paradox, suggesting a concerning blind spot in marketing: a dependency on tools that may compromise the very progress they purport to support.
Furthermore, this reliance is not just a matter of ethical concern; it poses substantial business risks.
The Energy-Hungry Reality of GenAI
Marketers were among the first to embrace GenAI, using it for everything from automated copywriting to developing synthetic influencers. While the capabilities of GenAI are impressive, its energy consumption cannot be overlooked.
“GenAI is energy-intensive,” warns Richard Davis, CEO and co-founder of 51toCarbonZero. However, he posits that, with appropriate knowledge and implementation, it can be utilized in a more sustainable manner. For instance, smaller language models (SLMs) can serve as efficient, task-specific AI that consumes significantly less energy compared to larger foundation models like GPT-4. “SLMs are not only faster but more cost-effective for many marketing needs,” he explains.
Paradoxically, GenAI can actually assist sustainability efforts—if marketers adopt a smart, data-driven approach. “It can optimize media buys, reducing unnecessary impressions, or help design low-carbon creative assets,” adds Davis. Yet this requires a degree of visibility into emissions that many marketing teams currently lack.
A Missing Piece in the Net-Zero Puzzle
Despite its size and financial weight, marketing often remains isolated from broader corporate climate strategies. Nearly half of UK marketers randomly surveyed indicated that decarbonization isn’t even considered part of their department’s overarching strategy.
Davis states, “Marketing remains siloed from climate action. Integrating its emissions into the overall net-zero plan is a vital first step.” The significance of this integration is underscored by the fact that digital marketing emissions are now comparable to those of the aviation industry, largely due to the rise of programmatic media, round-the-clock ad operations, and increasingly, generative AI.
Brands that aspire to lead in sustainability cannot afford to treat marketing’s carbon footprint as an afterthought.
Follow the Money: The Shift Towards Sustainable Innovation
Budget constraints have long been cited as a hindrance to sustainable marketing practices. However, this narrative is beginning to shift. Procurement teams are now getting involved; agencies are being asked to reveal their carbon emissions and strategies. The consequences of non-compliance are real and growing.
“Vendors already face exclusion from RFPs if they can’t show progress toward net-zero,” states Davis. “Sustainability has transitioned from being a luxury to a crucial requirement for winning and retaining business.”
Over two-thirds of senior marketers surveyed reported that sustainability significantly influences their choice of partners, vendors, and platforms—including tech providers offering AI-driven solutions. Davis underscores this point: “If your marketing solutions can’t demonstrate emissions reductions or a mitigation strategy, you’re likely to lose market share.”
Who’s Leading and Who’s Lagging?
While some brands are proactive—investing in carbon intelligence platforms, demanding disclosures, and exploring smaller language models—others remain in the awareness stage. However, as regulations tighten, particularly in the EU and UK, the laggards will find it increasingly difficult to remain cloaked in good intentions.
“The pressure is mounting from all directions—investors, regulators, consumers, and employees,” says Davis. “Decarbonization isn’t just morally imperative; it’s astute business practice. It fosters trust, enhances operational efficiency, and cultivates a competitive edge.”
Davis concludes, “Marketing holds a unique position at the crossroads of reputation, influence, and innovation. If it navigates this challenge effectively, it has the power to guide the rest of the organization toward sustainability.”
By awakening to the ecological challenges posed by excessive reliance on GenAI, marketers have an opportunity to reshape their industries for the better. Sustainability needn’t be a hindrance—it can be a powerful driving force.
For more in-depth discussions on marketing and sustainability, check out resources like The Drum for ongoing insights and updates.
