This revelation unequivocally highlights how the rapid growth of artificial intelligence has a significant, often invisible, impact on our energy consumption and, consequently, on sustainability. Even in the cultural sector, where AI is increasingly being used, it is worth considering these ‘hidden’ costs.
The scale of AI energy
Altman made his striking statement in response to a question on platform X about the financial implications of polite language towards AI. The remark underscores the scale of energy consumption associated with AI usage. A 2024 survey (opens in new tab) showed that approximately 67% of U.S. users regularly use polite language when interacting with chatbots.
Why AI consumes so much energy
ChatGPT and other intelligent chatbots run on immense computing power. They use so-called large language models (LLMs). And to make these models work, thousands of powerful graphics cards (GPUs) are required, all housed in specialized data centers. These GPUs must perform complex calculations at lightning speed to understand questions and generate immediate answers. Keeping all these computers running and cool continuously requires vast amounts of electricity and water.
A ‘thank you’ equivalent to fourteen light bulbs?
Although it is challenging to calculate, it is estimated that generating a single AI-written response, such as a short message or paragraph, can consume up to 0.14 kilowatt-hours (kWh) of energy. There are warnings that the rapid increase in AI applications will escalate this consumption. Big tech companies are investing in nuclear power plants specifically for AI for a reason.
The value of politeness versus energy consumption
While some consider polite interactions with chatbots unnecessary, various AI experts argue that showing respect positively influences AI interactions. Kurtis Beavers, director of the design team at Microsoft Copilot, advocates for respectful prompts. It helps AI “generate respectful, constructive output.” According to Microsoft WorkLab, AI is also more likely to respond politely when it recognizes politeness.
Sustainability as a starting point
This issue directly relates to the mission of an organization like DEN, which is committed to digital transformation for the cultural sector. DEN emphasizes the connection between digital transformation and the sustainability transition - the twin transition - exploring how both processes can reinforce each other. The case of the “expensive” politeness towards AI underscores the need to critically examine the ecological footprint of digital innovations and to use technologies like artificial intelligence responsibly.
Approaching sustainable AI: A conversation with GreenPT
Robert Keus, director of GreenPT, a Dutch company focused on sustainable AI, responds to Sam Altman’s statement:
“Sam Altman’s revelation that simple courtesies to ChatGPT cost millions of dollars in energy shows that even the most mundane interactions with AI can have a significant impact on our energy consumption.”
He continues: “At GreenPT, we host smaller models on green, Europe-based servers. We also explore how, through smart, preparatory questions, we can help users formulate more efficient prompts. The idea is to reduce the load on AI models and thus arrive at desired answers more quickly. Currently, the responsibility for a good prompt primarily lies with the user. We aim to investigate whether we can optimize this process, reducing unnecessary calculations and increasing energy efficiency.”
When asked whether it is better not to exchange courtesies with GreenPT, he explains that it is natural for us to approach a chatbot as if it were human. “But GreenPT is not human. In the context of sustainability, it is better to formulate a prompt as efficiently as possible. We will also make it clear to users how much CO2 it cost to go from the first prompt to the best usable result. This contributes to awareness of the environmental impact of an interaction with the AI tool.”
A detailed article on how cultural organizations can consciously engage with AI will be published soon. Sign up for the newsletter to stay updated.
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