Bending the Arc

It is easy to forget that every web search completed, every single email, and every social media update posted requires the consumption of energy. The hidden costs of carbon emissions from infrastructure and processes involved in data transmission and storage accounts for 6 to 10% of global electricity or 4% of greenhouse gas emissions. This is equivalent to all the air traffic in the world.

Did you know that just two of the AI data center projects approved in Wisconsin will use more energy than all the homes in the state combined?! A single AI data center could also use more water than an entire city when offsite withdrawals are factored in.

The Sustainable Agency maintains a list of research studies showing the climate impact of generative AI. For example, a June 2025 study showed that “Every type of query to a chatbot requires energy and leads to carbon emissions. However, queries that ask AI chatbots to think logically and reason require more energy than other types of straightforward questions. For example, queries asking about philosophy or abstract algebra lead to more carbon emissions than simple questions like the well defined history of a given topic. Some complex prompts can lead to 50x the carbon emissions than others.” (Frontiers, 2025). Read the full list.

Data centers hold data for more than just AI, though, and right now in Wisconsin, we have 40 data centers. What are a few things each of us can do to reduce the need to build more data centers and save energy and water? 
 

1. Clean up digital clutter by:
    
   • deleting old emails and files reduces the demand on storage
   • muting inactive channels
   • avoid sending unnecessary replies
   • clearing out junk mail.
2. Whenever possible, type in the actual web address instead of performing a search and be specific with your keywords in order to cut down on the number of results that are returned.
3. Streaming is one of the internet’s biggest carbon contributors. For example, one hour of video conferencing produces anywhere from 150 to 1000 grams of CO2 per hour. An average mid-size car burns about 400-500 grams of CO2 per mile of driving. Turning cameras off reduces the energy consumption of the call by up to 96% if all cameras are off - similar to a phone call.
4. Log off when you can! Go outside, read a physical book. Digital downtime is good for your mental health, too.