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Water Saving Campaign Uses Water-Hungry AI
12 Oct
Summary
- Government-backed water saving campaign uses AI.
- AI technology requires significant amounts of water.
- Campaign faces criticism for blaming public, not firms.
A government-backed campaign aiming to encourage water conservation has drawn criticism for its use of Artificial Intelligence (AI) in its promotional material. The initiative, reportedly costing £75 million, features a video that warns of potential water shortages in the UK.
Despite the campaign's message of saving water, AI technology itself is known to be highly water-intensive. A government report highlighted that AI's water requirements could potentially jeopardize water security, particularly in regions already experiencing water stress.
Further controversy surrounds the campaign's perceived focus on consumer behavior. Critics argue that the advertisements unfairly place the burden of responsibility on the public for shortages that are, in fact, exacerbated by water companies' extensive leakage issues. Water firms are subsidizing this campaign through regulator Ofwat.
The campaign's organizers have stated that AI-assisted tools were utilized for a minimal duration of less than six seconds within the video content.
