AI and the environment - should we be using AI?

As a values-led business, we believe in doing business differently — and that includes how we think about technology.

AI is everywhere right now. It’s impressive, powerful, and — like many innovations — full of both potential and risk. At Good Tuesday, we always come back to this question: is this good for people and planet?

When it comes to AI, the answer is: it depends.

Let’s unpack that.

What’s the Environmental Cost of AI?

Put simply: AI takes energy — and a lot of it.

Tools like ChatGPT and other large language models are incredibly energy-intensive. One AI query can be 4 to 20 times more carbon-intensive than a traditional Google search. That’s because generating a response involves querying vast neural networks hosted on powerful servers, often spread across energy-hungry data centres.

By contrast, Google has spent years optimising search to be fast and low-impact — and most everyday searches are now considered fairly efficient.

But the lines are beginning to blur. Google is integrating more AI into its search results, which means this energy gap could shrink over time. Still, the principle holds:

Every click has a carbon cost. Every query is a choice.

Responsibility Over Convenience

AI is a remarkable tool — but like all tools, it depends how we use it.

If you’re researching something complex, juggling a dozen tabs, or needing support with strategic thinking, AI can reduce time, mental load, and even the energy you’d use scrolling and searching.

But if you’re just looking for a quick fact or a definition? There’s no need to fire up the high-powered engine when a bicycle will do.

This is about responsible digital citizenship — a phrase not many people are using yet, but maybe we should be.

A Simple Guide: Do’s and Don’ts

Here’s how we think about our own tech use at Good Tuesday:

✅ Do:

• Use AI for big, complex tasks where it replaces hours of digital digging.

• Let it help with idea generation, research summaries, and planning — where it saves you energy, time, and cognitive strain.
  

• Factor in the environmental cost of every tool — just like we would with a material, supplier, or transport method.
  

• Consider AI as a creative partner, not a default setting.
  
  

❌ Don’t:

• Use AI for things a quick search can solve.
  

• Fall into the habit of overusing it without asking: Is this necessary?
  

• Assume digital = green. The cloud is powered by real-world servers, real-world energy, and real-world impact.
  

• Disconnect the use of digital tools from your environmental and social values.
  
  

Looking Ahead

AI has the power to contribute to sustainability solutions — and that matters. It’s already being used to model energy grids, cut emissions in supply chains, optimise agricultural systems, and support conservation efforts.

We believe the real question isn’t should we use AI?
It’s how do we use it in alignment with our values?

Because doing business as a force for good means applying our principles not just to what we make — but to how we work, how we think, and how we use the tools available to us.

Our Take

Use AI when it adds real value.
Use traditional tools when they do the job just fine.
And always, always, ask what the planet would prefer.

Keep Learning! It's a new day in the world of AI - and there will be a lot to learn, so we're going to stay curious, and adjust our actions when and where needed, as more insights and discussion happen.