The intersection of AI and sustainability is reshaping ad land, offering new ways to reduce environmental impact while enhancing campaign effectiveness. For those who have seen the writing on the wall for a while now, this is a necessary next step that’s been some time coming but for others, it still seems like either science fiction or an intangible ‘option’ they’d rather do without.
There are, however, some companies already using AI to boost their sustainable credentials and do so in a way that actually improves the work, rather than hampering it. It’s a necessary change we all need to consider and that’s the key word there – change. To this end, a widespread embrace of Ad Net Zero standards for eco-friendly media and marketing practices should be the bare minimum but so many brands are actually scaling back their sustainability communications, largely due to concerns about being accused of greenwashing.
Rodolfo Monteiro
A study by CreativeX, using AI to analyse over two million advertisements, indicates a significant decline in sustainability-themed ads since early 2023. Meanwhile, the appetite for sustainable options is growing, with 85% of executives reporting increased consumer enthusiasm for engaging with eco-conscious brands. This presents a clear call to action for leaders and marketers to respond to sustainability demands effectively.
For marketers struggling to weave sustainability into their narratives, AI can provide deeper insights into consumer preferences and perceptions, facilitating more authentic engagement.
AI Marketing Innovations
A recent example is beauty brand Garnier, who recently used machine learning to refine their sustainability communications. By analysing data from customer interactions, organic product lines, and vegan ingredients, they tailored their marketing to highlight Veganuary in Germany. This focus on vegan beauty propelled it to become the top category on their partner shopping platform, boosting sell-out value by 97% and offering consumers greener choices.
Similarly, efforts to establish sustainable media standards are gaining traction. EDF, a European electricity provider, teamed up with Greenbids and utilised AI to enhance the energy efficiency of their advertising, reducing cost per conversion by 17% and cutting estimated emissions by 13%. Features like viewability targeting and attention-based bidding further optimize media efficiency and lower emissions related to ad delivery.
Simple strategies like adopting dark mode for creative assets can also increase energy efficiency. European eyewear brand Arnette partnered with Google to implement dark-mode browsing on their retail site, which not only reduced the page's environmental footprint by an estimated 59% but also increased conversions by 32%.
Reutilising creative assets through technologies such as Google's trim video feature and product studio can also diminish emissions from ad production while extending the lifespan and versatility of content. This not only reduces environmental impact but also enhances content effectiveness.
Empowering Consumers Through Visible Sustainability
Beyond technology, there's a vital role for marketers in promoting sustainable behaviours simply by making them more visible. Behavioural science suggests that visible eco-friendly behaviours, like adopting electric vehicles, are influenced more by social proof than by political orientation or climate beliefs.
By consistently linking sustainability to direct benefits like longevity, comfort, or affordability in advertising, brands can ensure that the advantages of eco-friendly choices are understood and not overstated, making sustainable choices more relatable and desirable.
Fay Troote
In conclusion, whether technologically savvy or not, everyone involved in marketing and advertising can contribute to shifting business practices and consumer habits towards sustainability, playing a crucial role in shaping a greener future.
