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The buzzy tech has moved beyond its 2024 hype cycle into real-world implementation. We spoke to retailers who are seeing results. To protect their intellectual property (IP), fashion brands tend to work with small AI startups that specialise in the sector. These AI platforms use the brand’s own data to train models instead of public data sets that are less bespoke and can lead to copyright issues. Despite feeding billions of data points into bespoke generative AI models for brands around the world, most startups are still unable to accurately measure the environmental cost of their technology against its benefits. It is still early days for implementation, they say, and gleaning data insights from brand partners is a barrier to fully quantifying the impact.Tulane Green Wave Ncaa College Football Playoff Game Built To Be Champions Roll Wave Mascoshirt
Startups also argue that sustainability concerns should be directed at the industry titans who are fuelling AI’s carbon and resource use through ever-increasing demand for hardware and energy-intensive model training, such as OpenAI, Alphabet (parent of Google), Amazon and Microsoft. In 2023, Google’s data centre electricity consumption grew by 17 per cent, contributing to the company’s overall carbon emissions increase of 13 per cent that year and a 48 per cent increase since 2019. Between 2020 and 2023, Microsoft’s emissions grew by 30 per cent. Both companies have attributed this growth to the energy-hungry data centres that are fuelling their large-scale AI platforms. Whether fashion companies use startups or tech titans, the question remains: can the purported sustainability benefits of generative AI outweigh the environmental impacts of using the tech?
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