Artificial Intelligence is everywhere – it’s even prominent in our universities and business schools. From AI-powered research tools and personalised learning platforms to partnerships and thought leadership, the higher education sector is positioning itself at the cutting edge of this digital innovation.
But as AI advances, so too do the concerns surrounding it, not least of all its environmental cost. For in-house comms professionals, particularly those juggling the competing priorities of innovation, institutional values, and sustainability pledges, this creates a communications minefield. How do we on one hand champion AI’s transformative potential without undermining our commitments to climate action?
Universities and business schools are fast becoming hubs for AI development and application. The technology is embedded in new curriculum, research initiatives and administrative processes. In a sector where reputation and relevance are everything, AI often features heavily.
According to a 2024 Digital Education survey, over 80% of university students globally are regularly using AI to assist with their studies. A further 54% of students say they use AI on a weekly basis.
On top of this, universities around the world are incorporating AI into teaching and research. Business schools, in particular, are leveraging AI.
Yet with all this innovation, there are loud voices critical of the role AI plays in academia. With one difficult truth often mentioned: AI is energy intensive.
Training a single large AI model can emit as much carbon as five cars over their lifetimes, according to a paper from the University of Massachusetts Amherst. With the rapid increase of generative AI tools, many critics are sounding the alarm over the industry’s unsustainable trajectory.
In a time when institutions are under pressure to reach net zero targets, how can we reconcile the rapid growth of AI with these environmental obligations?
Here’s where the nuance and the opportunity come in.
While AI does consume significant resources, it can also accelerate sustainability. Communications professionals should not shy away from the debate but lean into it, reframing AI not as an obstacle, but as a vital tool in the sustainability toolkit.
AI optimises energy use in smart buildings and campuses. According to Google, AI programmes reduced the power required to cool their data centre by 40%. According to the International Energy Agency (IEA), energy companies are already using AI to optimise supply chains, power generation, and energy use - aiming to cut costs, boost efficiency, reduce downtime, and lower emissions.
AI enables faster simulations in scientific research, climate modelling, and renewable energy solutions.
In business school environments, AI is helping schools get rid of inefficiencies, reduce waste, build sustainable supply chains, optimise learning and create personalised learning environments.
A report by PwC and Microsoft (2020) estimated that using AI for environmental applications could reduce global greenhouse gas emissions by over 4% by 2030, equivalent to the annual emissions of Australia, Canada and Japan combined.
Of course, communications professionals are in a tight spot. Overstate the benefits of AI, and risk being accused of greenwashing or ignoring its real footprint. Understate them, and you miss the chance to align your institution with smart, responsible innovation.
Here are some practical tips for walking that line:
Acknowledge the environmental cost of AI but highlight the work being done to mitigate it, such as choosing data centres powered by renewable energy or adopting more efficient machine learning models.
Focus messaging on the concrete ways AI is supporting sustainability research and education. Case studies and real-world impact stories are powerful here.
Your institution likely houses experts on both AI and sustainability. Let them lead the conversation. Authentic, informed voices resonate far more than generic claims.
Frame AI as more than just a driver of digital innovation, present it as a key element in forward-looking sustainability plans. Focus on creating ethical, responsible AI, not just implementing it.
AI and sustainability don’t have to be at odds, but they do require careful communication. As in-house comms professionals, your role is not just to promote innovation, but to shape how your institution talks about progress in a way that aligns with its values.
AI is no longer a futuristic concept, it’s an inevitable part of how universities and business schools will operate, teach, and innovate moving forward. Its growth is rapid and far reaching, touching everything from curriculum development to research and operations. With this momentum, it’s more important than ever to promote AI’s sustainable potential and lead the conversation around its responsible use.
By being a vocal advocate for ethical and environmentally conscious AI, institutions can shape public perception, positioning your university or business school as a leader in innovation and forward-thinking.
Adam understands how to tap into current news and ensure his clients’ voices are heard. He secures strategic media visibility for renowned institutions from around the world, including Trinity Business School, Hult International Business School, and more. Adam understands the value of higher education first-hand, having achieved his undergraduate degree in Law and Politics at Cardiff University, a respected Russell Group institution, Adam built on his academic success with a Masters in International Journalism, at Cardiff’s School of Journalism, Media and Culture.