Meeting
When: Thursday 3 December 2026
Time: 3.30 – 5.00 PM CET
Note: Attendance is exclusive to egta TV and audio members.
This session is part of egta’s regular online Sustainability Community meetings, bringing members together to exchange insights, share initiatives and discuss common challenges.
About the meeting
AI and Sustainability: Understanding the Environmental Impact of AI in Advertising
As AI becomes increasingly embedded in the advertising industry, understanding its environmental footprint is becoming an important part of the wider sustainability discussion. But what is the actual impact of AI across the advertising ecosystem, and where can it also help reduce emissions?
This session will explore the relationship between AI and sustainability, looking at:
- The environmental footprint of AI: Understanding the energy and resource demands of AI, including data centres and the wider AI ecosystem.
- AI in advertising production: Evidence and insights on the environmental impact of AI-generated advertising, including how AI-assisted production can potentially reduce emissions by limiting travel and traditional production requirements.
- AI in media and advertising: How AI is changing advertising delivery, planning and media consumption, and what this means for measuring and addressing its environmental impact.
- Industry initiatives and practical examples: An update on the Global Media Sustainability Framework (GMSF), including progress towards incorporating audio, alongside relevant industry and brand case studies.
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