The Jevons Paradox posits that as technological advancements improve the efficiency of resource use, overall consumption of that resource may increase due to heightened demand. This concept is particularly relevant when examining the environmental implications of artificial intelligence (AI) and comparing it to the evolution of services like Google Search.

AI’s growing energy and water demands

AI technologies, especially large language models and generative AI, require substantial computational power. Training these models involves processing vast datasets, leading to significant energy consumption and associated water usage for cooling data centers. As AI becomes more efficient and accessible, its applications expand across various industries, potentially increasing the total energy and water resources consumed. This aligns with the Jevons Paradox, where efficiency gains (and reduced costs) lead to greater overall consumption.

Google Search: A case study in efficiency and demand

Google Search provides an illustrative example of how efficiency improvements can influence resource consumption:

• Over the years, Google has enhanced the energy efficiency of its data centres. However, as of 2023, Google’s energy consumption reached 25.9 terawatt-hours, up from 12.8 terawatt-hours in 2019. 

• Despite efficiency gains, the global volume of search queries has risen dramatically. The convenience and speed of Google Search have led to its ubiquitous use, increasing the total energy consumed by the service.

Balancing efficiency with sustainable consumption

The experiences with Google Search underscore the importance of coupling efficiency improvements with strategies to manage overall consumption. In the context of AI, this could involve:

• Prioritising the creation of AI applications that offer significant societal benefits while minimising environmental costs.

• Powering data centres with renewable energy sources to offset increased energy demands.

• Implementing policies that encourage responsible AI development and usage, ensuring that efficiency gains do not lead to unchecked resource consumption.

While technological advancements in AI and services like Google Search have led to remarkable efficiency improvements, they also highlight the challenges posed by the Jevons Paradox. To ensure that efficiency gains translate into genuine environmental benefits, it is crucial to adopt a holistic approach that includes sustainable development practices, renewable energy integration, and effective policy frameworks.

Contentiously it may also require the embrace of AI technologies for use by those seeking to combat and adapt to the climate crisis. In using AI technologies, we can seek to expedite solutions and further efficiencies and improvements in existing approach.