If you’ve spent any time around sustainability marketing, you already know the pattern: lots of buzzwords, vague claims, and very little substance. The conversation around green AI greenwashing is becoming increasingly relevant in these discussions.
AI is no different — it just wears a shinier jumper.
Use this checklist whenever a company claims its AI is “sustainable”, “eco‑friendly”, or “part of the climate solution”.
I thought I had learned to pause whenever something is marketed as a “solution” without talking about its waste, energy, or extraction footprint. Clearly, I hadn’t paused enough.
Initially, I was incensed that anyone would think I used AI to produce my writing. Then I stopped reacting… and actually looked into it.
So let’s ask the awkward — but necessary — question:
Is AI actually green… or just very good at greenwashing?
This isn’t an anti‑AI rant. It’s a zero‑waste reality check.
As people of all ages, backgrounds and origins have joined together as the Extinction Rebellion in London as a “wake-up call” to the UK and Parliament, it is clear that climate breakdown and ecological collapse threaten our existence. Therefore, this is a good time to reflect on what we are doing. In addition, we should consider how our actions are disabling the climate for future generations.
Extinction Rebellion, often shortened to XR, is a global environmental movement that uses non‑violent protest to highlight the urgency of the climate and ecological crisis. The group focuses on raising public awareness, encouraging governments to act based on scientific evidence, and pushing climate issues higher up the public agenda. While its methods are sometimes controversial, Extinction Rebellion has played a significant role in bringing climate conversations into mainstream media and everyday discussion.
