Measuring the carbon footprint of AI matters (especially in marketing)

AI is unlocking new levels of creativity, speed, and performance across the marketing industry. From copywriting and creative production to audience targeting and performance optimization, generative AI is helping teams move faster and achieve more.

Each of these applications relies on underlying AI models that are resource intensive. They are powered by cloud-based data centers, which are themselves powered by a range of energy sources including fossil fuels. As AI usage grows, so, too does its energy footprint, making it crucial for marketers to understand the carbon and water cost associated with the tools they rely on.

That’s why Scope3 collaborated with 55 and The Brandtech Group on a new white paper exploring the carbon impact of generative AI in marketing. The paper introduces a high-level methodology to estimate the emissions generated by common AI use cases like text and image generation.

We believe this kind of transparency is vital.

As AI becomes deeply embedded in day-to-day marketing operations, it’s clear that static calculators and one-off estimates are positive first step. Next, the industry needs to invest in ongoing, activity-based measurement that tracks emissions and waste across tools, teams, and outputs, just like we already do with advertising.

That’s what Scope3’s AI measurement platform is built to do.

Our goal is to make the environmental cost of AI visible, measurable, and optimizable from the moment you start generating. We do this using a robust methodology grounded in model-specific compute estimates and integrated across creative and workflow tools.

When sustainability is built into AI from the start, it improves efficiency, reduces waste, and unlocks smarter decision-making for businesses. That’s the path to sustainable growth.

This white paper is an important first step in laying the foundation for a more transparent, sustainable approach to AI adoption. But to avoid locking in wasteful practices, we must go further.

AI is a powerful engine for growth. By scaling it sustainably, we ensure that its benefits can be realized by businesses and individuals alike.

Download the white paper here, and learn more about Scope3’s approach to AI measurement here.