New AI Energy Score Helps Rein in AI’s Environmental Impact

AI is transforming marketing, advertising, and PR—delivering more personalized campaigns, optimizing media spend, and generating content at scale. But there’s a side of AI that most marketing professionals don’t consider: its energy consumption and environmental footprint. The simple truth is a single ChatGPT query can use up to 10 times more electricity than a typical Google search; this is because generative AI models require much more complex processing to generate new content rather than simply retrieving existing information. Well, a new tool is set to change that: The AI Energy Score.

Today, Salesforce, in partnership with Hugging Face, Cohere, and Carnegie Mellon University, launched the AI Energy Score, a first-of-its-kind benchmarking system that rates 166 commonly used AI models based on their energy efficiency. Much like the ENERGY STAR label revolutionized the way we assess the efficiency of appliances, this initiative will enable AI users—including marketers—to make more sustainable choices when integrating AI into their strategies.

The AI Energy Score: What Marketers Need to Know

Marketers rely on AI for everything from predictive analytics to automated content creation. But have you ever considered the carbon footprint of those AI-powered tools? A single AI-generated campaign, depending on the complexity of the model, can consume significant energy—contributing to greenhouse gas (GHG) emissions and increasing operational costs.

A Capgemini Research Institute study revealed that nearly half of executives acknowledge their use of AI has increased their company’s carbon footprint, with 42% re-evaluating climate goals due to AI’s resource consumption. Despite these concerns, three-quarters of respondents struggle to measure AI’s environmental impact because providers don’t disclose energy consumption data.

Enter the AI Energy Score. This tool brings much-needed transparency to AI’s energy consumption by:

• Standardizing energy ratings for generative AI models
• Providing a public leaderboard of 166 AI models ranked by energy efficiency
• Offering a benchmarking portal for developers to evaluate their models
• Introducing an energy-use label that rates AI models from 1 to 5 stars

This initiative is a game-changer for brands that want to align their marketing technology stack with sustainability goals while optimizing performance.

Why AI Energy Efficiency Matters for Marketing & PR

For marketing professionals, AI isn’t just a tool—it’s an industry disruptor, streamlining workflows and amplifying creativity. Our clients have seen a 450% ROI using AI as it reduces time spent on common tasks and increases engagement across a variety of digital marketing campaigns.

But with AI’s power comes responsibility. Every chatbot interaction, automated social media post, and AI-generated video script comes with an energy cost.

1. Reducing AI Costs Without Sacrificing Performance

AI efficiency isn’t just about sustainability—it’s also about profitability. More energy-efficient AI models reduce cloud computing costs and optimize infrastructure.

Companies that choose greener AI models can reduce energy expenses and improve ROI, making marketing budgets more effective.

Suzanne DiBianca, EVP and Chief Impact Officer at Salesforce, explains:

“Reducing AI energy consumption lowers operational costs, optimizes infrastructure, and enhances long-term sustainability and profitability. We are proud to work with industry leaders to build a more transparent AI ecosystem.”

2. Future-Proofing Brand Reputation

Consumers and investors are paying closer attention to sustainability efforts. Brands that proactively choose energy-efficient AI solutions can differentiate themselves as responsible, forward-thinking businesses.

Imagine being able to say that your AI-powered marketing campaigns are certified for sustainability—that’s a powerful narrative in a world where environmental, social, and governance (ESG) factors influence purchasing decisions.

3. Meeting Regulatory & Corporate Sustainability Goals

Governments and industry watchdogs are beginning to push for more transparency in AI energy consumption. With AI usage skyrocketing, regulatory frameworks will likely require disclosures around energy use.

By adopting the AI Energy Score now, brands can stay ahead of compliance requirements while aligning with internal sustainability initiatives.

How the AI Energy Score Works

The AI Energy Score functions much like nutrition labels on food products, providing a simple and transparent rating for AI energy efficiency. Here’s what it offers:

1. A Recognizable Energy Label

AI models receive a 1- to 5-star rating based on their energy efficiency, making it easier for companies to choose more sustainable tools.

Models with five stars are the most energy-efficient, ensuring high performance with minimal resource use.

2. A Public Leaderboard

The AI Energy Score’s public leaderboard ranks models across 10 common AI tasks, including:

• Text generation (e.g., GPT models)
• Image generation (e.g., MidJourney, Stable Diffusion)
• Embedding models (e.g., Salesforce’s SFR-Embedding, xLAM, SF-TextBase)

This leaderboard allows companies to compare models and select the best option based on energy efficiency and performance.

3. A Benchmarking Portal

Developers can submit their open-source or proprietary AI models to be evaluated for energy efficiency.

Open models can be tested automatically, while closed models undergo a secured testing process to ensure accuracy and transparency.

How Marketers Can Use the AI Energy Score

Now that we have access to AI energy ratings, how should marketing professionals apply this information? Here are three immediate steps:

1. Audit Your Current AI Tools

Look at the AI-powered tools your team currently uses. Whether it’s an AI-powered chatbot, a content generation tool, or an automation platform, find out if the models they use are listed in the AI Energy Score. If not, request energy consumption data from the providers.

2. Choose Energy-Efficient AI Models

When selecting AI tools for media buying, ad optimization, or content creation, prioritize energy-efficient models.

Not only will this reduce operational costs, but it will also align with sustainability goals and industry best practices.

3. Leverage AI Sustainability as a Marketing Differentiator

Brands that take a proactive stance on sustainable AI usage can integrate this into their messaging. Companies that use AI responsibly will gain consumer trust and stand out in a crowded marketplace.

Imagine adding “powered by energy-efficient AI” as a tagline to your next campaign—it signals both innovation and responsibility. And, this kind of messages speaks directly to audiences who are looking for sustainable energy partners.

The Future of AI and Sustainability in Marketing

The launch of the AI Energy Score at this week’s AI Action Summit marks a pivotal moment for AI transparency and sustainability.

Recognized by the French Government and the Paris Peace Forum, this initiative is poised to reshape how we think about AI in business.

Bruno Bonnell, France’s General Secretary for Investment, sums it up:

“The AI Energy Score exemplifies the mission of the AI Action Summit by tackling a pressing societal issue—AI transparency and sustainability—through bold innovation and global collaboration.”

Marketers, advertisers, and PR professionals must start considering AI’s energy consumption in the same way they analyze digital ad spend or customer engagement metrics. The future of AI isn’t just about smarter campaigns—it’s about smarter, more sustainable AI-powered marketing.

What’s Next?

• Check out the AI Energy Score leaderboard and see how the tools you use rank.
• Start asking AI vendors for energy efficiency disclosures.
• Integrate sustainable AI practices into your martech strategy.

AI is here to stay—but so is our responsibility to use it wisely. Let’s make AI-driven marketing smarter, cleaner, and more sustainable for the future.

---

Remember, AI won’t take your job. Someone who knows how to use AI will. Upskilling your team today, ensures success tomorrow. In-person and virtual training workshops are available. Or, schedule a session for a comprehensive AI Transformation strategic roadmap to ensure your marketing team utilizes the right GAI tech stack for your needs.

Read more: New AI Energy Score Helps Rein in AI’s Environmental Impact