Greener AI Starts With Smarter Choices
TL;DR: AI is powerful, but it comes with a real environmental cost. In Oregon, the demand for data centers is putting pressure on local water and energy supplies. Purpose-driven brands have a role to play in reducing that impact, by using AI more intentionally, asking better questions, and choosing more sustainable tools.
The Real Cost of AI
AI has quickly become one of the most useful tools in the digital marketing toolbox. It can streamline brainstorming, speed up content creation, and support research in ways that feel almost effortless. But behind the ease and efficiency, there’s a cost that doesn’t show up in your subscription fee.
Behind every AI interaction are data centers that depend on huge amounts of water and electricity. For communities in Oregon, those effects are showing up close to home.
What’s Happening in Oregon?
Oregon is home to some of the world’s largest data centers, including facilities from Google (The Dalles), Amazon (Boardman), and Meta (Prineville). These data centers are essential to keeping our digital world running, but they require enormous resources to function.
In 2022, Google’s data center in The Dalles alone used nearly 30 percent of the city’s entire water supply, more than 300 million gallons which equates to what it takes to maintain two golf courses for a full year. Some centers in the U.S. consume up to 5 million gallons of water per day, which is on par with the daily usage of 50,000 households.
At the same time, these facilities are using roughly 11 percent of Oregon’s electricity. That number is expected to grow rapidly as the demand for AI continues to increase.
This isn’t just a tech issue, but a community and environmental one. And it deserves more attention, especially from those of us who use these tools every day.
Why This Matters for Purpose-Driven Brands
At Avenue, we believe that marketing should align with our values. That includes how we use technology. We don’t believe in abandoning AI altogether, it’s a powerful tool when used thoughtfully. But we do believe in being more intentional about how and when we use it.
If we’re going to use AI to increase our capacity, then we also need to take responsibility for its environmental footprint. That means making smarter choices and encouraging our clients and community to do the same.
Smarter, More Sustainable AI Use: What That Actually Looks Like
We’re not here to suggest that you quit using LLMs. . Instead, we’re encouraging you to build a few habits that make your AI use more efficiently and less resource-intensive.
1. Batch your prompts instead of asking one-off questions.
Instead of sending five separate prompts to ask for titles, outlines, CTAs, and hashtags, combine them into one comprehensive request. This reduces the energy load on servers and saves you time.
2. Maintain and audit your prompt library regularly.
If your team uses AI often, it’s worth reviewing and refining your most-used prompts. Avoid redundancy and make sure each prompt is clear, specific, and effective.
3. Reuse and adapt previous outputs instead of starting from scratch.
If you’ve already generated great content, save it and reuse it where appropriate. Refresh headlines, update data points, and build on what you’ve already created.
4. Choose the right model for the task.
Not every job needs the most powerful or complex AI model available. If a simpler model can handle the task, opt for that option instead.
5. Ask yourself if AI is the right tool at all.
Sometimes, the best solution is a quick brainstorm with your team, a handwritten list, or a voice note. If AI isn’t adding value to the task, it’s okay to skip it.
Who’s Leading the Way
We’re not alone in thinking about AI through a sustainability lens. Organizations like Mila’s AI for Climate Studio, the Green Software Foundation, and AI for Good are leading the charge when it comes to aligning technology with environmental responsibility.
From creating tools to measure software emissions to developing AI models that support climate science, these organizations are setting the standard for what responsible innovation can look like.
How Avenue Is Taking Action
At Avenue, we’re actively updating our practices to reflect a more environmentally conscious approach to AI. That includes:
Continuously updating our AI Manifesto to reflect new learnings and to adopt emerging tools that support more environmentally friendly practices.
Training our team on prompt optimization and reuse strategies
Choosing lighter-weight AI models when possible.
Supporting and spotlighting organizations that are working toward a greener tech future
Final Thoughts: Technology Should Amplify, Not Exploit
AI isn’t going away and neither is our need to use it responsibly. As marketers, strategists, and storytellers, we have a unique opportunity to lead by example. The choices we make about how we use technology ripple outward, impacting the communities we serve and the planet we share.
Want more insights on using AI responsibly?
Check out our AI Manifesto, or connect with us to learn more about sustainable digital strategy.
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