AI is changing tech, but where's the energy coming from?

Creative Control

Last week, Amazon announced it hit a goal of 100% renewable electricity seven years early. But a report from an Amazon employee group argues that this claim is misleading. They say that only a fifth of the company’s data centers in the U.S actually run on clean power. Meanwhile, Amazon, Google, Microsoft, and a host of other companies continue their development of AI—yet another huge energy demand. A recent report by Goldman Sachs says utility companies will need to spend nearly 40% more in the next three years to keep up with the demand from cloud service providers. For example, training an AI model like OpenAI’s GPT-3 required just under 1,300 megawatt hours, which is the amount of power used by 130 U.S. homes in a year. ‘Fast Company’ deputy digital editor Morgan Clendaniel discusses how to interpret Amazon’s claims about renewable power, and how much energy we’ll need to power even more data processing. Also, Jeff Beer, ‘Fast Company’ senior staff editor covering advertising and branding, breaks down some of the recent campaigns and marketing from Etsy and Taco Bell, and what to expect from ads during the 2024 Summer Olympics.