We wish AI
didn't exist.
But it does — and we don't believe we have the power to stop it anymore.
The environmental cost of AI is real. We can't ignore that. Here's how to make our impact less, and use AI consciously, for good.
The companies building AI are burning through massive amounts of energy and water to run their data centres — some of them in areas where communities are already struggling for water. And most of these companies won't even publish their environmental data.
Here's what we do know:
People love to blame the individual for AI's impact. But our personal usage is a tiny fraction of what the companies burn to build these tools in the first place. That still doesn't make it okay — so push for change: sign petitions, raise awareness, and demand transparency.
Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.
The conscious
AI cheat sheet
Small, easy switches. None of them ask you to use AI less — just to use it with your eyes open.
Use a lighter model
For a quick question or a simple draft, you don't need the most powerful model. Lighter ones use a fraction of the energy. Save the big guns for when you actually need them.
Do you even need AI?
Looking up a fact? Google it. Basic maths? Use a calculator. AI is powerful — spend it on the things that actually need it.
Text over voice-to-voice
Talk to your AI if that helps — but get text back instead of continuous voice-to-voice, which uses more energy. Save live voice for when you genuinely need it.
Keep it focused
Clear, specific prompts get better answers in fewer goes. Less back-and-forth means less wasted energy — and honestly, a better experience for you too.
Go easy on image & video
Text is cheap. Images cost way more. Video costs way more than that. Try Canva, stock, or your own photos first — only generate visuals when there's no other option.
Pass it on
The more people who know this stuff, the more pressure builds on the companies to do better. Send this page to a mate.
We track our own usage
Every week. Not because it'll save the planet on its own, but because you can't change what you don't measure — and everyone should know what their tools actually cost.
We push for disclosure
We're pressing for the companies building AI to be forced to publish their energy and water data. Right now most of them don't. That won't change without pressure from people like us.
No one person
fixes this
The real change has to come from three places at once:
Governments
Making companies report their environmental impact. The UK is behind the EU on this — we're pushing for that to change.
Companies
Being honest about what their tools cost the planet — not hiding behind "100% renewable" claims that don't hold up.
People like you
Demanding better. Every time you ask a company "where's your environmental data?" — that matters.
No shame, no slowdown
This is about awareness, not restriction.
The problem is structural
We're not blaming you for using AI. The people who built it should be accountable for how they built it.
Honesty over comfort
We'd rather tell you the truth than make you feel better with claims we can't back up.
Both / and
Use AI and push for change. Make conscious choices and demand systemic accountability. It's not one or the other.
Earthstream is how we hold ourselves — and the industry — accountable. It's not perfect, and we don't have all the answers.
But we'd rather be honest about that than pretend we do.