Energy Transition and Big Tech Companies: The Paradox of Sustainable Innovation - OPINION July 15, 2025

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Energy Transition and Big Tech Companies: The Paradox of Sustainable Innovation

The digital age has driven impressive advances. But it has also confronted us with an urgent paradox: technologies that promise sustainable solutions are now among the biggest contributors to rising carbon emissions.

Between 2020 and 2023, the four largest big tech companies—Amazon, Microsoft, Meta, and Google—increased their emissions by an average of 150%, despite promising carbon neutrality by 2030. Amazon alone saw an increase of 182%. What explains this scenario?

AI: A Revolution with High Energy Costs

The accelerated growth of artificial intelligence is the main factor. ChatGPT, for example, consumes about 2.9 Wh per query, compared to 0.3 Wh for a Google search—that's 17,000 times more energy than an average American home.

In contrast, search engines like Ecosia show that things can be different: with renewable energy and over 200 million trees planted, it reinforces that technology and regeneration can go hand in hand.

Models like GPT-3 required over 1,300 MWh to train—enough energy to power 130 homes per year. And data centers? They already consume up to 1.5% of global electricity, and that could double by 2026.

Promises vs. Reality

Meanwhile, "carbon neutral" marketing continues to thrive. But the sustainability label of many of these companies is only mediocre. AI can indeed help the planet—from regenerative agriculture to environmental monitoring—but it's time to face the ethical contradiction: are we innovating to solve problems… or to create them?

What is our role in all this?

In the corporate world, we need to rethink not only what we use but also how we use it. Evaluate the energy impact of the tools we hire. Prioritize conscious solutions. And demand transparency.

More than 23% of Brazilian consumers have already changed their habits for environmental reasons. Companies that balance innovation with responsibility will be better prepared to lead the next decade.

What have I learned from this?

As the founder of an impact company and a user of AI-based technologies, I write this article without hypocrisy: technology is essential. But a sustainable future will require conscious choices—including digital ones.

The challenge isn't to stop innovation. It's to set limits. To reimagine progress. And to ensure that the solutions we create solve problems, rather than exacerbate them.

By Anna Luisa Beserra

SDG: SDG 7, SDG 9, SDG 12, SDG 13