Generative AI is on the lips of every creative agency right now – and not just because of its lightning-fast content creation or the existential panic about job security. The sustainability debate is equally urgent. Scroll through the headlines and you would be forgiven for thinking large language models are about as eco-friendly as a whale-powered paper mill. Are creative agencies sacrificing the planet in the quest for snappy campaigns? The truth is both more complex – and more optimistic.
AI’s Carbon Footprint: Fact vs Fiction
Let’s not sugarcoat it: training generative AI models is energy-intensive. Agency leaders must take responsibility for the technology we use and the environmental costs we incur. But focusing on headline energy numbers misses some crucial context. In day-to-day creative agency work, the models are already trained – and generating assets with AI uses just a fraction of the energy demanded by traditional creative production.
The Numbers: Traditional vs AI Production Emissions
If you want data (and who doesn’t, in 2025?), here’s the reality: the average 30-second commercial, shot on location, typically generates 1 to 2 tonnes of CO₂ during production alone. From crew and talent travel, through lighting and set construction, to catering and waste, the environmental toll stacks up. Scale this for campaign refreshes or multi-market versions, and the impact multiplies.
By comparison, producing an equivalent 30-second video with today’s AI tools – in a renewable-powered data centre – requires just 15 to 40 kilowatt-hours. That translates to 5 to 18 kilograms of CO₂. Even in less-than-ideal scenarios, the result is typically only 1 to 2 percent of the carbon emissions produced by a conventional shoot.
Beyond Production: The True Carbon Cost
But the creative industry’s sustainability challenge does not end at production. The energy used to broadcast or serve that 30-second ad, especially across digital and TV media, often outstrips both production methods. As a creative agency focused on long-term climate responsibility, Paper Moose believes efficiency at every step – from concept to screen – is paramount.
AI as Creative Upcycling: Case Study from the Studio
Here’s where generative AI shines in the creative agency toolkit. Recently, a client’s product line changed weeks before launch. Traditionally, we would have scrapped the campaign and started again – flying in crew, talent and shipping products worldwide. With generative AI, we digitally refreshed every frame of the original ad, updating product shots without a single flight or reshoot. The emissions savings? Over 95 percent, delivering a win for both sustainability and the marketing budget. For a creative agency, this kind of “creative darning” lets us extend campaigns, reduce waste, and give new life to existing ideas – making sustainability tangible, not just a buzzword.
Striking the Balance: When Live Action Still Matters
None of this means the end of live-action production. Beautifully crafted storytelling, location shoots and high-end films have an enduring place in the creative agency’s arsenal. The key is intent: by using AI with discipline and purpose, creative agencies can achieve meaningful sustainability gains without settling for lower-quality content or bland output.
The Path Forward: AI for Sustainable, Wildly Effective Creativity
At Paper Moose, we have always believed in using creativity as a force for good. Generative AI, when handled thoughtfully, helps creative agencies achieve true sustainability – keeping great ideas alive, relevant, and measurably lower in carbon cost. As industry leaders, it is our responsibility to keep creativity at the centre of our work, while refusing to ignore its environmental impact. AI is not just the future of creative agencies – it’s the future of truly sustainable creativity.
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