AI, THE “DEUS EX MACHINA” FOR SUSTAINABILITY PROFESSIONALS?

A recent conversation with a head of sustainability revealed a telling insight: her team devotes more resources to analytics and reporting than to actual project implementation. This isn’t an isolated case—it’s a frustration echoed by many in the field. The growing demands of regulatory compliance and reporting requirements often shift the focus away from the crucial work of implementation.

Reflecting on this, I couldn’t help but think of a Greek tragedy—a story that unfolds in two acts. Let me take you through it.

Part 1: Sisyphus, the Greek God of Sustainability

Since co-founding Ubuntoo over 6 years ago, I’ve witnessed the ups and downs in the sustainability space:

-                Pre-2020: “Let’s set big, ambitious goals—preferably for 2040 or 2050. Okay, maybe 2025 for packaging.”

-                2020-2022: “We need these targets to be 100% science-based.”

-                2022-2024: “Now, we must comply with the tidal wave of new regulatory and reporting requirements—Scope 1, 2, and 3.”

-                Also 2022-2024: “By the way, our company is downsizing after COVID and economic pressures. Do it all with fewer resources.”

It feels like a Sisyphean task: pushing the boulder up the hill, only to watch it roll back down. There has been some progress in action and implementation, but much of it remains at the pilot stage. Scaled, impactful implementation is still too rare. For instance, our recent “Plastic Promises” report shows that only 15% of the top 225 companies are on track to meet their plastic waste reduction goals.

With many companies falling short of their targets, they’re forced to revise goals or narrow their focus. Unilever’s recent shift in strategy, though criticized by some, highlights this trend. Personally, I believe focusing on fewer, bigger bets is the right approach.

Part 2: AI, a Deus Ex Machina for Sustainability?

In classic Greek plays, a "deus ex machina" arrives in the darkest hour to change the story. Today, that role might belong to AI.

I’ll admit, I was initially skeptical. But I’ve seen the potential of AI in accelerating environmental and social progress. AI can take on the repetitive, time-consuming tasks in sustainability, freeing up teams to drive real action.

Here are some impactful AI applications transforming sustainability efforts:

•               Precise Environmental Footprint Measurement: Leverage AI for accurate tracking and management of carbon, water, and energy footprints across various industries.

•               Resource Optimization: Use AI to enhance resource allocation and minimize waste in sectors like agriculture, manufacturing, and tourism, improving efficiency and sustainability.

•               Predictive Analytics for Climate Adaptation: Anticipate climate shifts and market trends with AI-driven forecasting, enabling proactive decision-making and risk management.

•               Supply Chain Transparency: Enhance collaboration and data-sharing, particularly around Scope 3 emissions, to improve transparency and reduce carbon footprints throughout the supply chain.

•               Energy Auditing & Efficiency: Apply AI in building management and energy auditing to pinpoint inefficiencies, reducing energy consumption and improving conservation efforts.

•               Real-Time Monitoring of Projects: Ensure accountability through AI-driven monitoring of sustainability projects, allowing for continuous assessment and optimization.

•               Automated Sustainability Reporting: Simplify the process of gathering, analyzing, and reporting sustainability metrics, freeing up time for action.

•               Streamlined Access to Knowledge and Regulations: AI provides high-quality insights into sustainable solutions, best practices, and easier navigation of complex regulatory requirements.

At Ubuntoo, we’ve been exploring these possibilities with our AI platform. By merging a curated, credible solutions database with AI, we’re already seeing impressive results. Learn more at ai.ubuntoo.com.

Let’s remain realistic—AI has its limitations, from biases to the carbon footprint of new tech. But if we use AI to truly speed up action, it could transform into Action Intelligence. And perhaps then, like Camus said, we might come to see Sisyphus as happy (“il faut imaginer Sisyphe heureux”).