“Generally, if people were more informed about the average
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(environmental) cost of generating a response, people would maybe start thinking, ‘Is it really necessary to turn myself into an action figure just because I’m bored?’ Or ‘do I have to tell ChatGPT jokes because I have nothing to do?’” Dauner said.
 
Additionally, as more companies push to add generative AI tools to their systems, people may not have much choice how or when they use the technology, Luccioni said.
 
“We don’t need generative AI in web search. Nobody asked for AI chatbots in (messaging apps) or on social media,” Luccioni said. “This race to stuff them into every single existing technology is truly infuriating, since it comes with real consequences to our planet.”
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With less available information about AI’s resource usage, consumers have less choice, Ren said, adding that regulatory pressures for more transparency are unlikely to the United States anytime soon. Instead, the best hope for more energy-efficient AI may lie in the cost efficacy of using less energy.
 
“Overall, I’m still positive about (the future). There are many software engineers working hard to improve resource efficiency,” Ren said. “Other industries consume a lot of energy too, but it’s not a reason to suggest AI’s environmental impact is not a problem. We should definitely pay attention.”
 
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