The Implications of AI in Digital Marketing
The Implications of AI in Digital Marketing
12 Steps to Create Videos

Big Tech’s data centers spew way more emissions than they admit [Video]

Categories
AI Behavioral Targeting

Big Tech’s data hunger is even worse for the environment than its main players let on, according to a new investigation by the Guardian. The all-out push for AI (and the necessary processing energy it demands) is only exacerbating the demand.

The new report analyzed real (or location-based) emissions from Google, Microsoft, Meta, and Apple’s company-owned data centers, finding that their total reported emissions are likely more than 7 times (or 662 percent) higher than current reports. The disparity, according to the Guardian, can be attributed to what experts call “creative accounting” of emissions via renewable energy certificates (Recs). Purchased Recs allow companies to offset some of its electricity consumption to renewable energy-generated electricity (basically “cancelling out” its emissions). But these renewable energy sources are often not actually consumed by the company’s perpetrating facilities or even those nearby.

Rather than a true estimate of emissions in a specific area, companies are using …

How to Reach your Market in a World Ruled by Generative AI
How to Reach your Market in a World Ruled by Generative AI
5 Steps to Creating Successful Ads