Artificial intelligence (AI) is no longer a topic for the future, but an integral part of our everyday working lives – including in the communications and PR industry. Thanks to publicly available, free and often pre-installed AI programmes, using AI has never been easier. But one thing must not be forgotten: behind every virtual exchange lies a real consumption of resources. As communications professionals and as human beings, we bear responsibility for how consciously we use AI and how resource-efficient we make our processes.

Sustainability and AI are inextricably linked

The potential of AI is impressive. Never before have we been able to research comprehensive information and create content so quickly. But all of this requires computing power – and therefore energy. Training large language models is particularly energy-intensive, but daily use also quickly adds up in everyday work.

For companies, this means that those who use AI must also keep an eye on their ecological footprint. Sustainability must not only play a role in the end product, but must be part of the entire value chain – from content creation to internal processes to external communication.

Three tips for responsible use of AI in everyday PR work

1. Conscious prompting: Every prompt generates costs – both ecological and financial. According to a calculation by the research institute EpochAI, for example, ChatGPT consumes around 0.3 watt hours to formulate a 100-word email. The same amount of electricity can power an LED lamp for around 50 minutes. This shows that precise briefings, avoiding unnecessary repetition and intelligently reusing existing content save time, energy and resources. Even a simple note saying ‘Please keep it short’ can help. There are now also numerous courses on how to prompt correctly.
2. Is AI really necessary? Not every query has to go through an AI tool. Often, a quick Google search or a look in your own knowledge archive is enough to find the information you need. Using AI specifically where it adds real value – and at the same time relying on proven prompt templates instead of starting from scratch every time – saves time, energy and resources.
3. Transparency and credibility: When companies emphasise their sustainability, they should also disclose how AI is used. Transparent communication, for example about the origin of the electricity used or measures to increase efficiency, strengthens credibility and protects against accusations of greenwashing. After all, transparency in the use of AI is not an isolated communication issue: it is an expression of corporate responsibility and is therefore closely linked to a company’s environmental, social and governance (ESG) goals.

Sustainability starts with ourselves

As a PR agency, we want to not only report on sustainable developments, but also take responsibility in our own actions. By using AI consciously and critically reflecting on our messages. AI and sustainability are not mutually exclusive; rather, they require a thoughtful and responsible approach. As an industry, we can lead by example by showing that technological progress and ecological thinking are not contradictory, but can complement each other in a meaningful way – if we remain open, continue to learn and think responsibly together.