Advertisers grapple with the weight of AI’s environmental impact

Experts weigh in on why environmental standards around gen AI have been lacking in advertising and marketing - and why that must swiftly change.

Generative AI has become an inescapable term in marketing. However, experts predict the environmental impact of gen AI will be inescapable as well.

Agencies and in-house marketing teams are adopting AI across their workflows, whether to enhance targeting, optimize ad spend or develop campaigns quicker. Use of AI promises not just efficiency, but greater effectiveness in reaching audiences.

Ninety-one percent of respondents to Forrester and the 4A's Gen AI Survey Report noted that their agencies are either looking at AI implementation or actively utilizing it in strategy development and campaign optimization, as well as for routine functions like transcribing notes. Agencies are using an array of AI tools, with Midjourney, OpenAI, Adobe and Google's Gemini among most common according to Jeremy Lockhorn, SVP of creative technologies and innovation at the 4A's.

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