Greenwashing AI: are companies overhyping AI?

In today's fast-paced tech world, companies are promoting AI under the banner of sustainability. But how much of it is genuine, and how much is just 'GREENWASHING'? Greenwashing in AI is a marketing tactic in which companies promote their marketing in the name of AI by falsely claiming their products and services are environment-friendly.

For instance, companies like Google, Microsoft, and Meta claim that their AI is sustainable and ethical, yet contradict themselves by disbanding their AI ethics teams, which are responsible for ensuring AI sustainability. Tesla promotes AI-driven vehicles to reduce carbon emissions, but producing electric vehicles requires extensive lithium mining, which drastically damages the ecosystem. Another example is Microsoft's AI Ethics Fossil Fuel Deals Microsoft partnered with fossil fuel (more info) companies despite raising concerns about its true commitment to 'Responsible AI.' These instances show that even big and seemingly trustworthy companies create a facade of responsibility, but their actions differ behind the curtain.

Just like slapping an ‘organic’ label on junk food doesn’t make it healthy, calling AI ‘green’ doesn’t automatically make it environmentally friendly. In reality, AI is far from green. AI-driven smart cameras, sensors, and facial recognition systems are mass-produced and quickly become obsolete, contributing significantly to tons of electronic waste in landfills.Training a single large language model (LLM) uses up a huge amount of energy. Data centers consume gallons of water and massive computational power.

The data shows that AI uses more energy than some small countries, especially when compared to the energy used by Indian households.

If the 'Greenwashing AI' continues, it could cause serious environmental harm. We might see consequences such as wildlife extinction , worsening climate change, and cities may face power outages and rapid depletion of resources. So, the question is, are companies really making AI sustainable, or is it just another tech illusion using sustainability buzzwords? There is still a significant gap between claims and actions.We need transparency and awareness from AI companies before it's too late.