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How to Explain Green Software to Normal People

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Host Chris Adams speaks with James Martin about how to communicate the environmental impact of software to a general audience. Drawing on his background in journalism and sustainability communications, James shares strategies for translating complex digital sustainability issues into accessible narratives, explains why AI's growing resource demands require scrutiny, and highlights France’s leadership in frugal AI policy and standards. From impact calculators to debunking greenwashing, this episode unpacks how informed storytelling can drive responsible tech choices.
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TRANSCRIPT BELOW:
James Martin: When I hear the term AI for Good, which we hear a lot of at the moment, I would say that I would challenge that and I would encourage people to challenge that too by saying "are sure this AI is for good? Are you sure this tech is for good? Are you sure that the good that it does, far outweighs the potential harm that it has?"
Because it's not always the case. A lot of the AI for good examples see at the moment are just, they can't be backed with scientific data at all.
And that comes back to another of my points. If you can't prove that it's for good, then it's not, and it's probably greenwashing.
Chris Adams: Hello, and welcome to Environment Variables, brought to you by the Green Software Foundation. In each episode, we discuss the latest news and events surrounding green software. On our show, you can expect candid conversations with top experts in their field who have a passion for how to reduce the greenhouse gas emissions of software.
I'm your host, Chris Adams.
Welcome to Environment Variables, where we bring you the latest news and updates from the Board of Sustainable Software Development. I'm your host, Chris Adams. Our guest today is James Martin, a content and communications expert who has spent years translating complex text strategies into compelling narratives that drive change.
From leading communications with a special focus on sustainability at Scaleway, to founding BetterTech.blog, James has been at the forefront of making green tech more actionable and accessible. He's spoken at major climate and tech events, most recently ChangeNOW. He's written a comprehensive white paper on green IT, and played a key role in Gen AI Impact a French NGO working to measure the impact of AI. And also he's a Green Software Foundation champion.
So, James, thank you so much for joining the podcast. Really lovely to see you again after we last crossed paths in, I guess Paris, I think. Maybe I've tried to introduce you a little bit, but I figure there's maybe some things you might wanna talk about as well. So, can I give you the floor to just like introduce yourself and, talk a little bit about yourself?
James Martin: Yeah, thanks very much, Chris. First and foremost, I just wanted to say I'm really happy to, be on this podcast with you because, this podcast is one of the things that really got me excited, and it started me off on my green IT adventure. So, thanks to you and Anne for putting all, putting out all these amazing episodes.
Basically what I'm speaking today in the name of BetterTech, which is my blog, which I founded 2018. So I've been a, I've been a journalist for most of my career. And, so for about 15 years I was writing for a French cultural magazine. I had a page in that two weeks. And I started off writing out, "here's a new iPhone, here's a new console." And after that I got a bit bored of just saying the same thing every time. So I was drawn towards more responsible topics, like how do you reduce your screen time, how do you protect your data?
And also, of course, what is the impact of technology on the planet? So that started in that, in that magazine, and then I got so into it, i founded my own blog on the topic.
And then that was pretty much when an opportunity came up, in 2020, 2021 to work at Scaleway. I thought that sounds really interesting because, that is a European cloud provider, so not American. And also they were already very, communicating a lot about the sustainable aspect of what they do. So, yeah, I was very happy to join them and lead their communications from 2021 with this huge focus sustainability.
Chris Adams: Ah.
James Martin: Yeah, that's how, that's basically where it started. At that time, Scaleway had its centers and one of them called DC five, which is one of the most sustainable Europe because it doesn't have air conditioning, so it uses a lot less energy. That's it. It has adiabatic cooling. So we focused a lot of communication efforts on that. But then after year or two, Scaleway decided to sell its data centers. I had to look at are the other ways I could talk about sustainability in the cloud? So from digging around into green IT, especially into some green Software Foundation resources,
I basically understood that not just data centers, it's hardware and software. So I also, with a bit of help from one of a pivotal meeting, was meeting Neil Fryer from who the Green Software Foundation at a conference. I got him to come and speak at Scaleway to people like me were sort of concerned about the impact of tech. And then that led to the white paper that you mentioned that I erase in 2023, which is basic. It's basically how engineers can reduce the impact of of technology. So, and then that led to speaking opportunities and then to realize that, yeah, I'm not a, I'm not a developer. I'm not an engineer. I may be the first non-developer on this podcast. So I can't build Green Tech, but I can explain how it works and I think that's an important thing to be able to do, if we want to convince as many people as possible of how important this is, then it needs to be communicated properly.
And, yeah, so that's what I've been doing ever since.
Chris Adams: Okay, thanks. Okay, so I'm, I appreciate that you're coming here as not as a non, as someone who's not like a full-time techie who's like using GitHub on the daily and everything like that, because I think that means you, you get a bit of a chance to like see how normal people see this who aren't conversant in like object storage or block storage or stuff like that.
So maybe we can talk a little bit about that then, because when people start to think about, say, the environmental footprint of digital services, right? It's often coming from a very low base. And it's like people might start thinking about like the carbon footprint of their emails, and that's like the thing they should be focusing on first.
And like if you do have a bit of domain knowledge, you'll often realize that actually that's probably not where you'd start if you have a kind of more, more developed understanding of the problem. Now you've spent some of your time being this translator between techies and like people who are not full, you know, who, who aren't writing code and building applications all day long, for example.
So maybe we could talk a little bit about like the misunderstandings people have when they come to this in the first place and how you might address some of this because this seems to be your day job and this might be something that could, that might help who are other techies realize how they might change the way they talk about this for other people to make a bit more accessible and intelligible.
James Martin: Yes. So, thank you for mentioning day job first and foremost, because, so Scaleway was my former day job and I have another day job working for another french scale app. But here I'm very much speaking in the name of my blog. It's because I care so much about topics that I continue to talk about them, to write about them on the side because it's just, I just think something that needs to be done. So this is why today with my BetterTech hat
Chris Adams: Hat on. Yeah.
James Martin: so yeah, just wanted to make that clear. The first thing that people do when people misunderstand stuff, the first thing I want to say is it's not their fault. Sometimes they are led down the wrong path. Like, a few years ago, French environment Minister said people should stop trying to send so many funny email attachments.
Chris Adams: Oh, really?
James Martin: Like when you send a joking video to all your colleagues, you should stop doing that because it's not good for the planet. It honestly, the minister could say something that misguided because that's not where we, you and I know, not where the impact is. The impact is in the cloud.
The impact is in hardware. So it is sort of, about the communication is repetition and I always start with, digital is 4% of global emissions, and 1% of that is data centers, 3% of that is hardware, and software is sort of all over the place. That's the thing I, the figure I use the most to get things started. I think the, there's number one misconception that people need to get their heads around is the people tend to think that tech is, immaterial. It's because of expressions like the cloud. It just sounds,
Chris Adams: Like this floaty thing rather than massive industrial concrete things. Yeah.
James Martin: Need to make it more physical. If, I can't remember who said that if data centers could fly, then it would make our job easier. But no, that's where you need to always come back to the figures. 4% is double the emissions of planes. And yet, the AIrline industry gets tens of hundreds times more hassle than the tech industry in terms of trying to keep control of their emissions. So what you need is a lot more examples, and you need people to explain this impact over time, so you need to move away from bad examples, like funny email attachments or the thing about, we keep hearing in AI is, one ChatGPT prompt is 10 times more energy than Google. That may or may not be true, but it's a bit, again, it's a bit of the, it's the wrong example, because it doesn't. It doesn't focus on the bigger picture.
Chris Adams: Yeah. That kind of implies that if I just like reduce my usage of this, then I'm gonna have like 10 times the impact. I'm gonna, you know, that's all I need to, that feels a bit kind of individual, a bit like individualizing the problem, surely. Right?
James Martin: And it's putting it on people's, it's putting the onus on the users, whereas it's not their fault. You need to see the bigger picture. And this is what I've been repeating since I wrote that white paper actually, you can't say you have a green IT approach if you're only focusing on data centers, hardware or software. You've got to focus on, yeah, exactly. Holistically.
That said, you should also encourage people to have greener habits because that's, me stopping using ChatGPT just on my own won't have much impact, but it will if I can convince, if I can tell my family, if I can tell my friends, if I can talk about it in podcasts and conferences, then maybe the more people question their usage, then maybe the providers of that tech start providing more frugal examples. But
Chris Adams: Ah, I see. So that's like maybe almost like choice architecture, giving people like, you know, foregrounding some of the options. So, you know, making it easier to do, possibly the more sustainable thing, rather than making people at the right, at the end of the process do all the hard work. You, it sounds like you're suggesting that okay, as a professional, part of my role is to kind of put different choices in front of someone who's maybe using my service to make it easier for them to do more sustainable things, rather than like things which are much more environmentally destructive, for example.
James Martin: Yes. And I would add a final thing, which is sort of super important because people, there are a topics like electric cars for example, which people get really emotional and angry about, 'cause people are very attached to their cars and yet cars are the number one source of emissions in most Western countries. The way around the emotion is to use, I really focus on only using science-based facts. If it's from the IPCC, if it's from the IEA, if it's like really serious scientific studies then you can use it. If it's just someone speculating on LinkedIn, no. So I always make sure that data I use as fully backed by science, by a sort of by all the GHG protocols, looking at all three scopes all that sort of thing. Because otherwise you just can't, it could be greenwashing.
Chris Adams: Okay. Alright, so maybe this is actually a nice segue for the next question because when people talk about, say, well basically in footprint from here, one of the challenges people have is like, like having some numbers, having tr, having some figures for any of this stuff. For example, if I'm using maybe a chat bot, i-, it's very hard for me to understand what the footprint might be. So in the absence of that, you can kind of see how people end up with an idea saying, oh yeah, every query is the same as a, you know, bottle of water, for example. Simply because there is a kind of dearth of information. And this is something that I think that I remember when you presented at Green IO, a conference around kind of green IT, you were talking about how this is actually something that you've had quite a lot of firsthand experience with now, particularly when you're working at Scaleway because there's like new calculators published and stuff like that. I mean, we can talk about the AI thing in a bit more detail later and, but I wanted to ask you a little bit about the impact calculators that I saw you present before.
So are there any principles or any kind of approaches that you think are really helpful when you're helping people engage with a topic like this when they're trying to use a calculator to kind of modify or like improve the footprint as like a professional.
James Martin: Yes. Well, one of the things that sort of peaked my curiosity when we were looking into the topic at Scaleway is, what percentage of servers or instances are really used?
And I was inspired by that, by the work of Holly Cummins from, from Red Hat, who famously said that instances possibly represent around 25% of cloud activity. When I asked around, do cloud providers in general try and identify that, that zombie activity and to just to shut it down, the, from asking around various cloud providers, the consensus I seem to get was, well, no, because people are paying for those instances. So we are just gonna, we are just going to, why would we flag that sort of thing?
So that also shows this sort of, the sort of pushback that a, that an environmental calculator might get. Even though, I mean, you could argue that, the fact that there are zombie instances is potentially more the client's fault than the cloud provider's fault. But yeah, the, building a project like that is just to say that you're going up against of habits where people haven't really, if you want more resources, you can have them, even if you've got too many. It's a
Chris Adams: Yeah, I guess the incentives.
James Martin: Yeah, the cloud has been a, pretty much a all you can eat service in general for since it was invented. So going sort of try and get to get people to use it more responsibly can be seen a bit as going against the grain, but the good news is, it was, got lots of really positive feedback from clients about it and, I don't know how it's doing now, but I'm sure it's doing some really useful work.
Chris Adams: So you said, so I just wanna check one thing, 'cause we, you, we said, this idea of zombie instances. My, my guess when you say that is, that's basically a running virtual machine or something like that, that's consuming resources, but it doesn't appear to be doing any obviously useful work. Is that what a zombie is in this context?
Right. Okay, cool. And, I can kind of see like why you might not want to kind of turn people's stuff off, along that, because if you are, I mean, if you are running a data center, you're kind of incentivized to keep things up and if you're selling stuff, you're kind of incentivized to kind of make sure there's always stuff available.
Right. But I do, I, kind of see your point, like if you, if you're not at least making this visible to people, then yeah, how are people able to make kind of maybe any responsible choices about, okay, is this really the right size, for example? And if like a chunk of your revenue is reliant on that, that's probably another reason that you might not wanna do some of that stuff, so. Oh, okay. Alright. So there's like a change of incentives that we may need to think about, but I know that one thing that I have seen people talking about in France a lot is actually not just looking at energy and, yeah, okay, France has quite a clean grid because there's lots of things like low carbon energy, like nuclear and stuff like that, but is there something else to that? Like why, is it just because the energy's clean, there's nothing else to do? Or is there a bigger thing that you need to be aware of if you are building a calculator or making some of these, figures available to people?
Is energy the full picture or is there more to it that we should be thinking about?
James Martin: No. Exactly. That was the, that was really the real unique point about Scaleway's calculator, is it wasn't just the carbon calculators and so not just energy and emissions, but also the impact of hardware and also the impact of water, how much water is your data center using? And was a really important part of the project. And I remember my colleagues telling me the most challenging part of the project was actually getting the hardware data off the manufacturers. 'Cause they don't necessarily declare it.
Nvidia, for example, still gives no lifecycle analysis data on their GPUs. So, it's incredible. But, there it is. So basically, what Scaleway set out to do is the opposite of what AWS does, which is, AWS says, we've bought all this green energy, renewable energy, we've bought enough carbon credits to cover us for the next seven years. Therefore, your cloud is green.
Chris Adams: Nothing to do. No changes. Yeah.
James Martin: Yeah. Which is completely false because it's ignoring the scope three, which is the biggest share of emissions, the emissions. So all of that is ignored. I worked out from a report a while ago that nearly 65% of the tech sector's emissions are unaccounted for. It's a complete, in the dark. Then if you consider that only 11% of tech impacts our emissions, the rest is hardware,
then we're really, what the information that we've got so far is like, it's portion of the real impact. So that was why, it was such a big deal that Scaleway was setting out to, to cover much of the real impact as possible. Because
once you have as broad a picture of as possible of that impact, then you can make the right decisions. As you were saying, Chris, the, then you can choose, I'm going to go for data centers in France because as they say, as you, they, because they have this lower carbon intensity, I might try and use this type of product because it uses less energy. I'd say that is a, that is an added value provider can bring that should attract more clients, I'd have thought, with what with, you've got things like CSRD and all sorts of other
Chris Adams: Yeah, it's literally written into the standards that you need to declare scope three for cloud and services and data centers now. So if getting that number is easier, then yeah, I can see why that would be helpful actually.
James Martin: Absolutely.
Chris Adams: All right. We'll share a link to that specific part of the European Sustainability reporting standards. 'Cause it kind of blew my mind when I saw it actually. Like I didn't realize it was really that explicit. And that's something that we have. So you mentioned Nvidia and you mentioned there's a kind of like somewhat known environmental footprint associated with the actual hardware itself. And as I understand it, you mentioned GenAI Impact, which is an organization that's been doing some work to make. Some of these numbers a bit more visible to people when they're using some of that. Maybe, I could just ask you a little bit, and I know as I understand it, is GenAI impact, is it based primarily in France? Is that
James Martin: Yeah. So the sort of my origin story for that was, it was again, Green IO more hats off to Gael. So that was at Green IO Paris 2023. It ended with a, from, Théo Alves Da Costa, who is the co-president of Data for Good, is ONG, which has this like 6,000 data scientists, engineers who are all putting their skills to for good, basically as volunteers. And so he did it this presentation, which, notably drew on a white paper from Data for Good, which said that we didn't really know that much at the time, but that the impact of inference could be anything from 20 to 200 times more than the impact of training.
And he showed it with these bubbles, and you just, and I just looked at it and went, oh my God, this is beyond the, this goes way beyond any level of cloud impact that we've been used to before. So, yeah, that drew me to get interested in, I went to Data for Good's next meeting launched, GenAI Impact, which is the, project which ended up producing Ecologits.ai, which is a super handy calculator for.
Chris Adams: this is a tool to give you to like plugs into like if you're using any kind generative AI tools it as I understand it, like, 'cause we looked through it ourselves. Like if you're using maybe some Python code to call ChatGPT or Mistral or something, it will give you some of the numbers as you do it and it'll give you like the hardware, the water usage and stuff like that.
It gives you some figures, right?
James Martin: Exactly. And the way it does it is, pretty clever so it will mostly measure open source models, easy because you know what their parameters are all the data is open. And it will compare that with closed models. So it will be able to give you an estimation of the impact closed models like ChatGPT so you can use it to say, what is the impact of writing a tweet with, chat g PT versus what is the impact of doing it with llama or whatever? And, because big tech is so opaque, and this is one of my big, bug bears, it means that it gives us a sort of
Chris Adams: That's the best you've got to go on for like me. Yeah.
James Martin: very educated guess, and which is something that should, people to use frugal, AI. That's the idea.
Chris Adams: Okay. So I, this is one thing that I'm always amazed by when I go to France because there seems to be the, field seems to be further along quite a, definitely in Ger than Germany, for example. And like for example, France had the AI Action Summit this year. It's the only country in the world where the kind of government supported frugal AI channel.
You've mentioned this a few times and I'm, might give you a bit of space to actually tell people what frugal AI actually is. I mean, maybe we could talk, how does a conversation About AI spec, for example, how does it differ in France compared to maybe somewhere else in the world, like, that you've experienced because I, it does feel different to me, but I'm not quite sure why.
And I figure as someone who's in France, you've probably got a better idea about what's different and what's driving that.
James Martin: Yeah, it's, it really is a, it is the place to be. So let's say. If you've seen that the Paris just moved ahead of London as the sort of one of the best places for startups to be at the moment. And one of the reason for that is that very strong AI ecosystem. Everyone thinks of Mistral first and foremost, but are lots of others. But yeah, I just wanted to talk first, before I get into that, I wanted why do we need frugal AI? Because, it's not something that people think about on a daily basis, like I was saying before. you can, My wife the other day was, she's a teacher and she was preparing her, she was using ChatGPT to prepare help prepare her lesson. And I was like, no, don't use that. There are lots of, there are lots of other alternative, but to her it's just of course, there and to 800 million people who use every week. They do it because it's free and they do it because works really well. But, what they don't know is that because of tools like, like ChatGPT and we know that ChatGPT is amongst the highest impact of, model. Data center energy consumption is going to triple or maybe even quadruple by the end of the decade. And data center water consumption is going to quadruple by the end of the decade. And there are lots of very serious studies which all, they all came out at the end of last year. Most of them, they all concur that this is, or, all of these, if you put all of their graphs together, they are very, they're very similar and the scariest thing about them, in fact, is that they show that data center energy consumption has been pretty much flat for the past years because whilst cloud usage has been surging something like 500%, the data center operators like Scaleway and lots of other companies have been able to optimize that energy usage and keep it flat. The problem is that AI is, because this has all been based on CPUs, because AI uses GPUs, which use four times more energy and heat up 2.5 times more than CPUs, the curve has gone like this. It's done a complete dog leg.
The consumption of GPUs is just on a such a different scale that the tricks to keep it under control before don't work anymore. So we are really in a sort of, we've reached a tipping point. And it is because, partly people are like generating like millions of Ghibli images, starter packs or, I'm simplifying a lot, but my, I'm, what I'm questioning is, how, when you look at that graph, how much of this activity is really useful? How much of it is curing cancer or, or the greatest joke of all, fixing climate change? When it's, happening is it's making it worse. And that this, again, this dog leg is so sharp that we can't build nuclear power quickly enough to fill up this demand. So what's happening is that, coal burning energy generators, or gas, are being kept open so that we can keep, making those images and doing our homework and all that sort of thing. So that is in a nutshell is, is why we need frugal AI. And we need it also because the, it has been built in a way.
If you, if you haven't read, book Empire of AI yet, by Karen Hao, it's very strongly recommended, because of the things it explains is that the genesis of OpenAI, at some point they decided, that bigger your model is, the more, basically the more compute power it uses, the better it will be. And they've just been built building on that premise ever since the launch of ChatGPT. Whereas the fact is, the most recent versions of ChatGPT or GPT, actually hallucinate more than the less powerful version. So why do we need to throw all that power at it? When, as we see from talking to people like the amazing Sasha Luccioni, with LLMs for example, you have models that are 30 to 60 times smaller, which can do just a, just as well a job, just as good a job. So these are the sort of conversations that you can have a lot, in France, which is really sort of standing out today as a frugal AI pioneer. The fact that the, over 90% of French electricity is carbon free is, that helps a lot. That's something that Mistral in particular, on a lot, say, we've got clean energy, therefore we are green. Watch out for the AWS effect. But it is a very important point, because all the ChatGPT and other impact that's happening in America. And so I was very happy to see because of, big tech's opacity, Ecologits, which as you mentioned is a Python library, it very quickly became a global reference because that's all we had.
Chris Adams: Okay, so when the bar's on the floor, it doesn't need to be very high, right?
James Martin: Yeah exactly. It's like, my favorite tweet, I think my favorite tweet of the year so far is Sam Altman. I can even share the link to the tweet because I love slash love it so much. It basically said when all these hundreds of thousands of millions of Ghibli images happened, and he joked that GpUs were melting. He said, he shared this completely ridiculous graph, which said, this is the water impact of one ChatGPT query, is the water impact of one Burger.
Chris Adams: Yeah.
James Martin: Sam Altman's comment in the tweet was. Anti AI people making up shit about the impact of ChatGPT whilst eating burgers. And I just found it so cynical because A, I'm not anti AI, I'm just, I'm anti waste. And the, so that's the third point. the reason that people have to make shit up is because they don't declare access to any of the numbers. Yeah. if they did, we wouldn't even be having this conversation. We would be able to say, ChatGPT is this, is this, Llama is this. And we'd be able to compare everyone on a, on the same playing field. But
Chris Adams: On their merits. Yeah.
James Martin: Yeah. So coming back to France. Because I'm wary of going off on a rant. The French government is really, sort of, has been incredible on this topic. So they, around the time of that AI Action Summit, they supported A frugal AI challenge whereby people were encouraged to complete AI tasks across audio, text, and image. And they, you would win the challenge by doing, completing the tasks, whilst using x times less energy than the big LLMs. And so the projects that won, they used 60 times, one of them used 60 times less energy big LLM. Proving that these big LLMs are not necessary.
Chris Adams: And it was solving the same task. 'cause I think from memory, there was like, there was a few challenges which were like, you know, combat disinformation online, discover something useful there. The things like, which were, they weren't, they weren't something which was like, you know, these were considered socially useful problems, but people were free to use any kind of approach they were gonna, they were to take. And what, so what you're saying is that okay, you could use an LLM to solve one of them, but what, solve it one way, but there's other ways that they solved it. And some of the winners were quite, you know, 60 times more efficient, essentially 60 time less consumptive.
Right.
James Martin: Exactly. So, yeah, it's great to have projects like that. The French Government is also has obtained funding for around a dozen frugal AI projects, which are being run by municipalities all over France. So they're using it to optimize energy usage or to detect garbage in the street or that sort of thing. So that's great. The French government also supports the frugal AI guidelines of AFNOR. AFNOR is France's International, sorry, is France's Official Standards Organization, and what they've done is like basically to say for your AI to be frugal, it needs to correspond with these criteria. The first criteria, which I love is, can you prove that this solution cannot be solved by anything else than AI? And it's pretty strict. There are three first steps, but then it goes into a lot of detail about what is or is not frugal AI, and that's such pioneering work it's on track to become EU standard. That's some really some great work there. But I think, for me, one of the best arguments that I use about why should you bother with frugal AI is, very simply, the French Ministry for the Environment has said to startups, if you want to work with us, you have to prove that your AI is frugal first. So,
Chris Adams: Oh, okay. So it's like they're creating demand pool then essentially to like, so like, you know, this is how this is your carrot. Your carrot is a fat government contract, but you need to demonstrate that you're actually following these principles in what you do.
James Martin: I love that because it shows that doing things frugally can actually be good for your business.
Chris Adams: Okay. Alright. So, wow. I think we should definitely make sure we've got some links for a bunch of that stuff. 'Cause I wasn't aware that there were, I know that France in the kind of world of W3C, they have, I can never put, I never, it's the RGESN and I forget I'm not gonna, yeah. I'm not gonna butcher the pronunciation, but it broadly translates to like a general policy for EcoDesign, and I know that's like a standards track for Europe.
James Martin: Yes.
Chris Adams: If I can find the actual French words, I might try to share it, but, or maybe you might be to help me with that one because my French is not as, is, nowhere good enough to spell it properly. But I'm also aware that France is actually one of the first countries in the world to actually have like a digital sustainability law. There was one in 2020, the REEN, the Oh yeah.
James Martin: That's it. That's it. Yeah. I was very focused on AI with all those examples. But yeah, France is the only country which has a Digital Responsibility Act, called REEN, basically says, for example, that any municipality with over 50,000 inhabitants has to publish their digital responsibility strategy, even if it's just, we are going to buy older, we are going to keep our PCs going for longer or, sort of simple stuff like that. They, the, this French law demands that localities, municipalities, only make an effort on these things, but they show that they are making an effort. So
Chris Adams: I see.
James Martin: in a sort of a great incentive.
Chris Adams: Ah, okay. So that I now understand. So the, with the RGESN, as I understand it, that was essentially something like a guide sort of guidelines for France. Ah, so,
James Martin: yeah, it's two different things. RGSN, the guidelines for econ conception. so the how to make your website not only more energy efficient, but also more accessible to people of varying abilities. There's also a law that just came into effect here in France to make websites more accessible. So that, it is great to see those two things going hand in hand. They also announced at the AI Action Summit that they were going to invest hundred billion in new data centers for AI by the end of the decade. You win some, you lose some. But maybe better to do that here with lower carbon than in the states, which is generally speaking, 10 times more carbon in the electricity.
Chris Adams: Okay. It sounds like there's a lot happening in France. So not only that, are they talking, so there is this whole, not only is this, there's an idea of like frugal AI in digital sobriety, which is this other French term, which when translated in English, always sounds really strange to my ears, but there's actually quite a lot of, for want of a better word, like policy support behind this stuff to actually encourage people to work in this way, basically, huh?
James Martin: Absolutely. And again, I would give a, another heads up to Data for Good for that because they were instrumental in that frugal AI challenge along with Sasha Luccioni.
Chris Adams: Okay.
James Martin: By the way, we'll be, we'll be speaking at Viva Tech. So, Viva Tech is France's biggest tech event. It's actually one of the biggest
tech events in Europe. Unfortunately, they had Elon Musk as their keynote last year and the year before. Fortunately they won't this year.
Chris Adams: Yeah.
James Martin: Sasha is going to be one of their keynotes this year, which is also great, I think it's a good sign.
And she will also be speaking on a panel as part of a sustainability summit with Kate Kallot, which is of Amini AI. And I'll be that conversation. So I'm happy these sort of conversations are happening. Not
Chris Adams: But more mainstream by the sounds of things.
James Martin: Not only between, people like you and me who care, and are, who understand all the tech. But it's super important, as I was saying at the beginning, to be having these conversations with as broad an audience as possible, because otherwise nothing's gonna change.
Chris Adams: Okay, so we've spoke about, we've gone quite deeply into talking about AI and hardware and water and stuff like that. If we pull back out. So you are, we talk about how people might engage with this topic in the first place.
If there's one thing you could change about how people talk about sustainability, particularly in technology, what would you change, James?
James Martin: I suppose I'd presume it as, don't believe the hype. And the hype tech is usually, bigger is better. What I would like people to try and really integrate is that bigger isn't always better. As we said before, it is very important to look at the holistic picture of impacts rather than just the individual ones. It's more important to pressure companies to change as you see with that French government example, rather than making users feel guilty because again, it's not their fault. And I just think people, what I try, what I'm trying to do as often as I can, Chris, is just bring people back to that sort of gold standard of green IT, which is only use the right tools for the right needs.
This is why this sort of bigger is better thing is just so irritating to me. The way AI is being done right now, it's a classic in tech. It's using a bazooka to swat a fly. It's not necessary. And it's actually, not only is it ridiculous, but it's also very bad the planet. So, if you only need to do this much, you only need a tool that does this much, not this much. And that's one of the reasons that why,when I hear the term AI for Good, which we hear a lot of at the moment, I would say that I would challenge that and I would encourage people to challenge that too by saying, "are sure this AI is for good? Are you sure this tech is for good? Are you sure? That the good, that it does, far outweighs the potential harm that it has?"
Because it's not always the case. A lot of the AI for good examples see at the moment, are just. they can't be backed with scientific data at all.And that comes back to another of my points. If you can't prove that it's for good, then it's not, and it's probably greenwashing.
Chris Adams: Okay. So show us your receipts then. Basically, yeah.
James Martin: Yeah.
Chris Adams: Okay. Well thanks for that, James. James. we're just coming up to time now. So if people have found this interesting and they wanted to learn more about either your writing or where you'll be next, where should people be looking? Is there like, maybe, I mean, you mentioned the website for example, is there anywhere else people should be looking to kind of keep up with, like updates from you or anything like that?
The website is BetterTech.blog. So yeah, that's the main, that's where you can find a lot more resources about my work on the impact AI and on other things. I also post frequently on LinkedIn about, about this sort of thing, like things like the last one was about frugal prompting.
James Martin: That's, my latest discovery. and, yeah, those are the two, main sources. And, I'll work together to make sure that the.
Chris Adams: We have all the links for the show notes and everything like that.
James Martin: of this, of this episode.
Chris Adams: Brilliant. Well, James, thank you so much for giving me the time, and to everyone's listening, for all of this. And I hope you enjoy the rest of the day in what look appears to be sunny Paris behind you.
James Martin: It is been, it's been sunnier, but it's fine.
Chris Adams: Okay.
James Martin: It's still Paris, so grumble. Thanks very much.
Chris Adams: Indeed.
James Martin: Thanks very much, Chris. It's like I said, it's been a real honor to be on this podcast and I hope we've been able that's useful for people.
Chris Adams: Merci beaucoup, James.
James Martin: Merci as well, Chris.
Chris Adams: Hey everyone, thanks for listening. Just a reminder to follow Environment Variables on Apple Podcasts, Spotify, or wherever you get your podcasts. And please do leave a rating and review if you like what we're doing. It helps other people discover the show, and of course, we'd love to have more listeners.
To find out more about the Green Software Foundation, please visit greensoftware.foundation. That's greensoftware.foundation in any browser. Thanks again, and see you in the next episode.

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How to Explain Green Software to Normal People

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Host Chris Adams speaks with James Martin about how to communicate the environmental impact of software to a general audience. Drawing on his background in journalism and sustainability communications, James shares strategies for translating complex digital sustainability issues into accessible narratives, explains why AI's growing resource demands require scrutiny, and highlights France’s leadership in frugal AI policy and standards. From impact calculators to debunking greenwashing, this episode unpacks how informed storytelling can drive responsible tech choices.
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TRANSCRIPT BELOW:
James Martin: When I hear the term AI for Good, which we hear a lot of at the moment, I would say that I would challenge that and I would encourage people to challenge that too by saying "are sure this AI is for good? Are you sure this tech is for good? Are you sure that the good that it does, far outweighs the potential harm that it has?"
Because it's not always the case. A lot of the AI for good examples see at the moment are just, they can't be backed with scientific data at all.
And that comes back to another of my points. If you can't prove that it's for good, then it's not, and it's probably greenwashing.
Chris Adams: Hello, and welcome to Environment Variables, brought to you by the Green Software Foundation. In each episode, we discuss the latest news and events surrounding green software. On our show, you can expect candid conversations with top experts in their field who have a passion for how to reduce the greenhouse gas emissions of software.
I'm your host, Chris Adams.
Welcome to Environment Variables, where we bring you the latest news and updates from the Board of Sustainable Software Development. I'm your host, Chris Adams. Our guest today is James Martin, a content and communications expert who has spent years translating complex text strategies into compelling narratives that drive change.
From leading communications with a special focus on sustainability at Scaleway, to founding BetterTech.blog, James has been at the forefront of making green tech more actionable and accessible. He's spoken at major climate and tech events, most recently ChangeNOW. He's written a comprehensive white paper on green IT, and played a key role in Gen AI Impact a French NGO working to measure the impact of AI. And also he's a Green Software Foundation champion.
So, James, thank you so much for joining the podcast. Really lovely to see you again after we last crossed paths in, I guess Paris, I think. Maybe I've tried to introduce you a little bit, but I figure there's maybe some things you might wanna talk about as well. So, can I give you the floor to just like introduce yourself and, talk a little bit about yourself?
James Martin: Yeah, thanks very much, Chris. First and foremost, I just wanted to say I'm really happy to, be on this podcast with you because, this podcast is one of the things that really got me excited, and it started me off on my green IT adventure. So, thanks to you and Anne for putting all, putting out all these amazing episodes.
Basically what I'm speaking today in the name of BetterTech, which is my blog, which I founded 2018. So I've been a, I've been a journalist for most of my career. And, so for about 15 years I was writing for a French cultural magazine. I had a page in that two weeks. And I started off writing out, "here's a new iPhone, here's a new console." And after that I got a bit bored of just saying the same thing every time. So I was drawn towards more responsible topics, like how do you reduce your screen time, how do you protect your data?
And also, of course, what is the impact of technology on the planet? So that started in that, in that magazine, and then I got so into it, i founded my own blog on the topic.
And then that was pretty much when an opportunity came up, in 2020, 2021 to work at Scaleway. I thought that sounds really interesting because, that is a European cloud provider, so not American. And also they were already very, communicating a lot about the sustainable aspect of what they do. So, yeah, I was very happy to join them and lead their communications from 2021 with this huge focus sustainability.
Chris Adams: Ah.
James Martin: Yeah, that's how, that's basically where it started. At that time, Scaleway had its centers and one of them called DC five, which is one of the most sustainable Europe because it doesn't have air conditioning, so it uses a lot less energy. That's it. It has adiabatic cooling. So we focused a lot of communication efforts on that. But then after year or two, Scaleway decided to sell its data centers. I had to look at are the other ways I could talk about sustainability in the cloud? So from digging around into green IT, especially into some green Software Foundation resources,
I basically understood that not just data centers, it's hardware and software. So I also, with a bit of help from one of a pivotal meeting, was meeting Neil Fryer from who the Green Software Foundation at a conference. I got him to come and speak at Scaleway to people like me were sort of concerned about the impact of tech. And then that led to the white paper that you mentioned that I erase in 2023, which is basic. It's basically how engineers can reduce the impact of of technology. So, and then that led to speaking opportunities and then to realize that, yeah, I'm not a, I'm not a developer. I'm not an engineer. I may be the first non-developer on this podcast. So I can't build Green Tech, but I can explain how it works and I think that's an important thing to be able to do, if we want to convince as many people as possible of how important this is, then it needs to be communicated properly.
And, yeah, so that's what I've been doing ever since.
Chris Adams: Okay, thanks. Okay, so I'm, I appreciate that you're coming here as not as a non, as someone who's not like a full-time techie who's like using GitHub on the daily and everything like that, because I think that means you, you get a bit of a chance to like see how normal people see this who aren't conversant in like object storage or block storage or stuff like that.
So maybe we can talk a little bit about that then, because when people start to think about, say, the environmental footprint of digital services, right? It's often coming from a very low base. And it's like people might start thinking about like the carbon footprint of their emails, and that's like the thing they should be focusing on first.
And like if you do have a bit of domain knowledge, you'll often realize that actually that's probably not where you'd start if you have a kind of more, more developed understanding of the problem. Now you've spent some of your time being this translator between techies and like people who are not full, you know, who, who aren't writing code and building applications all day long, for example.
So maybe we could talk a little bit about like the misunderstandings people have when they come to this in the first place and how you might address some of this because this seems to be your day job and this might be something that could, that might help who are other techies realize how they might change the way they talk about this for other people to make a bit more accessible and intelligible.
James Martin: Yes. So, thank you for mentioning day job first and foremost, because, so Scaleway was my former day job and I have another day job working for another french scale app. But here I'm very much speaking in the name of my blog. It's because I care so much about topics that I continue to talk about them, to write about them on the side because it's just, I just think something that needs to be done. So this is why today with my BetterTech hat
Chris Adams: Hat on. Yeah.
James Martin: so yeah, just wanted to make that clear. The first thing that people do when people misunderstand stuff, the first thing I want to say is it's not their fault. Sometimes they are led down the wrong path. Like, a few years ago, French environment Minister said people should stop trying to send so many funny email attachments.
Chris Adams: Oh, really?
James Martin: Like when you send a joking video to all your colleagues, you should stop doing that because it's not good for the planet. It honestly, the minister could say something that misguided because that's not where we, you and I know, not where the impact is. The impact is in the cloud.
The impact is in hardware. So it is sort of, about the communication is repetition and I always start with, digital is 4% of global emissions, and 1% of that is data centers, 3% of that is hardware, and software is sort of all over the place. That's the thing I, the figure I use the most to get things started. I think the, there's number one misconception that people need to get their heads around is the people tend to think that tech is, immaterial. It's because of expressions like the cloud. It just sounds,
Chris Adams: Like this floaty thing rather than massive industrial concrete things. Yeah.
James Martin: Need to make it more physical. If, I can't remember who said that if data centers could fly, then it would make our job easier. But no, that's where you need to always come back to the figures. 4% is double the emissions of planes. And yet, the AIrline industry gets tens of hundreds times more hassle than the tech industry in terms of trying to keep control of their emissions. So what you need is a lot more examples, and you need people to explain this impact over time, so you need to move away from bad examples, like funny email attachments or the thing about, we keep hearing in AI is, one ChatGPT prompt is 10 times more energy than Google. That may or may not be true, but it's a bit, again, it's a bit of the, it's the wrong example, because it doesn't. It doesn't focus on the bigger picture.
Chris Adams: Yeah. That kind of implies that if I just like reduce my usage of this, then I'm gonna have like 10 times the impact. I'm gonna, you know, that's all I need to, that feels a bit kind of individual, a bit like individualizing the problem, surely. Right?
James Martin: And it's putting it on people's, it's putting the onus on the users, whereas it's not their fault. You need to see the bigger picture. And this is what I've been repeating since I wrote that white paper actually, you can't say you have a green IT approach if you're only focusing on data centers, hardware or software. You've got to focus on, yeah, exactly. Holistically.
That said, you should also encourage people to have greener habits because that's, me stopping using ChatGPT just on my own won't have much impact, but it will if I can convince, if I can tell my family, if I can tell my friends, if I can talk about it in podcasts and conferences, then maybe the more people question their usage, then maybe the providers of that tech start providing more frugal examples. But
Chris Adams: Ah, I see. So that's like maybe almost like choice architecture, giving people like, you know, foregrounding some of the options. So, you know, making it easier to do, possibly the more sustainable thing, rather than making people at the right, at the end of the process do all the hard work. You, it sounds like you're suggesting that okay, as a professional, part of my role is to kind of put different choices in front of someone who's maybe using my service to make it easier for them to do more sustainable things, rather than like things which are much more environmentally destructive, for example.
James Martin: Yes. And I would add a final thing, which is sort of super important because people, there are a topics like electric cars for example, which people get really emotional and angry about, 'cause people are very attached to their cars and yet cars are the number one source of emissions in most Western countries. The way around the emotion is to use, I really focus on only using science-based facts. If it's from the IPCC, if it's from the IEA, if it's like really serious scientific studies then you can use it. If it's just someone speculating on LinkedIn, no. So I always make sure that data I use as fully backed by science, by a sort of by all the GHG protocols, looking at all three scopes all that sort of thing. Because otherwise you just can't, it could be greenwashing.
Chris Adams: Okay. Alright, so maybe this is actually a nice segue for the next question because when people talk about, say, well basically in footprint from here, one of the challenges people have is like, like having some numbers, having tr, having some figures for any of this stuff. For example, if I'm using maybe a chat bot, i-, it's very hard for me to understand what the footprint might be. So in the absence of that, you can kind of see how people end up with an idea saying, oh yeah, every query is the same as a, you know, bottle of water, for example. Simply because there is a kind of dearth of information. And this is something that I think that I remember when you presented at Green IO, a conference around kind of green IT, you were talking about how this is actually something that you've had quite a lot of firsthand experience with now, particularly when you're working at Scaleway because there's like new calculators published and stuff like that. I mean, we can talk about the AI thing in a bit more detail later and, but I wanted to ask you a little bit about the impact calculators that I saw you present before.
So are there any principles or any kind of approaches that you think are really helpful when you're helping people engage with a topic like this when they're trying to use a calculator to kind of modify or like improve the footprint as like a professional.
James Martin: Yes. Well, one of the things that sort of peaked my curiosity when we were looking into the topic at Scaleway is, what percentage of servers or instances are really used?
And I was inspired by that, by the work of Holly Cummins from, from Red Hat, who famously said that instances possibly represent around 25% of cloud activity. When I asked around, do cloud providers in general try and identify that, that zombie activity and to just to shut it down, the, from asking around various cloud providers, the consensus I seem to get was, well, no, because people are paying for those instances. So we are just gonna, we are just going to, why would we flag that sort of thing?
So that also shows this sort of, the sort of pushback that a, that an environmental calculator might get. Even though, I mean, you could argue that, the fact that there are zombie instances is potentially more the client's fault than the cloud provider's fault. But yeah, the, building a project like that is just to say that you're going up against of habits where people haven't really, if you want more resources, you can have them, even if you've got too many. It's a
Chris Adams: Yeah, I guess the incentives.
James Martin: Yeah, the cloud has been a, pretty much a all you can eat service in general for since it was invented. So going sort of try and get to get people to use it more responsibly can be seen a bit as going against the grain, but the good news is, it was, got lots of really positive feedback from clients about it and, I don't know how it's doing now, but I'm sure it's doing some really useful work.
Chris Adams: So you said, so I just wanna check one thing, 'cause we, you, we said, this idea of zombie instances. My, my guess when you say that is, that's basically a running virtual machine or something like that, that's consuming resources, but it doesn't appear to be doing any obviously useful work. Is that what a zombie is in this context?
Right. Okay, cool. And, I can kind of see like why you might not want to kind of turn people's stuff off, along that, because if you are, I mean, if you are running a data center, you're kind of incentivized to keep things up and if you're selling stuff, you're kind of incentivized to kind of make sure there's always stuff available.
Right. But I do, I, kind of see your point, like if you, if you're not at least making this visible to people, then yeah, how are people able to make kind of maybe any responsible choices about, okay, is this really the right size, for example? And if like a chunk of your revenue is reliant on that, that's probably another reason that you might not wanna do some of that stuff, so. Oh, okay. Alright. So there's like a change of incentives that we may need to think about, but I know that one thing that I have seen people talking about in France a lot is actually not just looking at energy and, yeah, okay, France has quite a clean grid because there's lots of things like low carbon energy, like nuclear and stuff like that, but is there something else to that? Like why, is it just because the energy's clean, there's nothing else to do? Or is there a bigger thing that you need to be aware of if you are building a calculator or making some of these, figures available to people?
Is energy the full picture or is there more to it that we should be thinking about?
James Martin: No. Exactly. That was the, that was really the real unique point about Scaleway's calculator, is it wasn't just the carbon calculators and so not just energy and emissions, but also the impact of hardware and also the impact of water, how much water is your data center using? And was a really important part of the project. And I remember my colleagues telling me the most challenging part of the project was actually getting the hardware data off the manufacturers. 'Cause they don't necessarily declare it.
Nvidia, for example, still gives no lifecycle analysis data on their GPUs. So, it's incredible. But, there it is. So basically, what Scaleway set out to do is the opposite of what AWS does, which is, AWS says, we've bought all this green energy, renewable energy, we've bought enough carbon credits to cover us for the next seven years. Therefore, your cloud is green.
Chris Adams: Nothing to do. No changes. Yeah.
James Martin: Yeah. Which is completely false because it's ignoring the scope three, which is the biggest share of emissions, the emissions. So all of that is ignored. I worked out from a report a while ago that nearly 65% of the tech sector's emissions are unaccounted for. It's a complete, in the dark. Then if you consider that only 11% of tech impacts our emissions, the rest is hardware,
then we're really, what the information that we've got so far is like, it's portion of the real impact. So that was why, it was such a big deal that Scaleway was setting out to, to cover much of the real impact as possible. Because
once you have as broad a picture of as possible of that impact, then you can make the right decisions. As you were saying, Chris, the, then you can choose, I'm going to go for data centers in France because as they say, as you, they, because they have this lower carbon intensity, I might try and use this type of product because it uses less energy. I'd say that is a, that is an added value provider can bring that should attract more clients, I'd have thought, with what with, you've got things like CSRD and all sorts of other
Chris Adams: Yeah, it's literally written into the standards that you need to declare scope three for cloud and services and data centers now. So if getting that number is easier, then yeah, I can see why that would be helpful actually.
James Martin: Absolutely.
Chris Adams: All right. We'll share a link to that specific part of the European Sustainability reporting standards. 'Cause it kind of blew my mind when I saw it actually. Like I didn't realize it was really that explicit. And that's something that we have. So you mentioned Nvidia and you mentioned there's a kind of like somewhat known environmental footprint associated with the actual hardware itself. And as I understand it, you mentioned GenAI Impact, which is an organization that's been doing some work to make. Some of these numbers a bit more visible to people when they're using some of that. Maybe, I could just ask you a little bit, and I know as I understand it, is GenAI impact, is it based primarily in France? Is that
James Martin: Yeah. So the sort of my origin story for that was, it was again, Green IO more hats off to Gael. So that was at Green IO Paris 2023. It ended with a, from, Théo Alves Da Costa, who is the co-president of Data for Good, is ONG, which has this like 6,000 data scientists, engineers who are all putting their skills to for good, basically as volunteers. And so he did it this presentation, which, notably drew on a white paper from Data for Good, which said that we didn't really know that much at the time, but that the impact of inference could be anything from 20 to 200 times more than the impact of training.
And he showed it with these bubbles, and you just, and I just looked at it and went, oh my God, this is beyond the, this goes way beyond any level of cloud impact that we've been used to before. So, yeah, that drew me to get interested in, I went to Data for Good's next meeting launched, GenAI Impact, which is the, project which ended up producing Ecologits.ai, which is a super handy calculator for.
Chris Adams: this is a tool to give you to like plugs into like if you're using any kind generative AI tools it as I understand it, like, 'cause we looked through it ourselves. Like if you're using maybe some Python code to call ChatGPT or Mistral or something, it will give you some of the numbers as you do it and it'll give you like the hardware, the water usage and stuff like that.
It gives you some figures, right?
James Martin: Exactly. And the way it does it is, pretty clever so it will mostly measure open source models, easy because you know what their parameters are all the data is open. And it will compare that with closed models. So it will be able to give you an estimation of the impact closed models like ChatGPT so you can use it to say, what is the impact of writing a tweet with, chat g PT versus what is the impact of doing it with llama or whatever? And, because big tech is so opaque, and this is one of my big, bug bears, it means that it gives us a sort of
Chris Adams: That's the best you've got to go on for like me. Yeah.
James Martin: very educated guess, and which is something that should, people to use frugal, AI. That's the idea.
Chris Adams: Okay. So I, this is one thing that I'm always amazed by when I go to France because there seems to be the, field seems to be further along quite a, definitely in Ger than Germany, for example. And like for example, France had the AI Action Summit this year. It's the only country in the world where the kind of government supported frugal AI channel.
You've mentioned this a few times and I'm, might give you a bit of space to actually tell people what frugal AI actually is. I mean, maybe we could talk, how does a conversation About AI spec, for example, how does it differ in France compared to maybe somewhere else in the world, like, that you've experienced because I, it does feel different to me, but I'm not quite sure why.
And I figure as someone who's in France, you've probably got a better idea about what's different and what's driving that.
James Martin: Yeah, it's, it really is a, it is the place to be. So let's say. If you've seen that the Paris just moved ahead of London as the sort of one of the best places for startups to be at the moment. And one of the reason for that is that very strong AI ecosystem. Everyone thinks of Mistral first and foremost, but are lots of others. But yeah, I just wanted to talk first, before I get into that, I wanted why do we need frugal AI? Because, it's not something that people think about on a daily basis, like I was saying before. you can, My wife the other day was, she's a teacher and she was preparing her, she was using ChatGPT to prepare help prepare her lesson. And I was like, no, don't use that. There are lots of, there are lots of other alternative, but to her it's just of course, there and to 800 million people who use every week. They do it because it's free and they do it because works really well. But, what they don't know is that because of tools like, like ChatGPT and we know that ChatGPT is amongst the highest impact of, model. Data center energy consumption is going to triple or maybe even quadruple by the end of the decade. And data center water consumption is going to quadruple by the end of the decade. And there are lots of very serious studies which all, they all came out at the end of last year. Most of them, they all concur that this is, or, all of these, if you put all of their graphs together, they are very, they're very similar and the scariest thing about them, in fact, is that they show that data center energy consumption has been pretty much flat for the past years because whilst cloud usage has been surging something like 500%, the data center operators like Scaleway and lots of other companies have been able to optimize that energy usage and keep it flat. The problem is that AI is, because this has all been based on CPUs, because AI uses GPUs, which use four times more energy and heat up 2.5 times more than CPUs, the curve has gone like this. It's done a complete dog leg.
The consumption of GPUs is just on a such a different scale that the tricks to keep it under control before don't work anymore. So we are really in a sort of, we've reached a tipping point. And it is because, partly people are like generating like millions of Ghibli images, starter packs or, I'm simplifying a lot, but my, I'm, what I'm questioning is, how, when you look at that graph, how much of this activity is really useful? How much of it is curing cancer or, or the greatest joke of all, fixing climate change? When it's, happening is it's making it worse. And that this, again, this dog leg is so sharp that we can't build nuclear power quickly enough to fill up this demand. So what's happening is that, coal burning energy generators, or gas, are being kept open so that we can keep, making those images and doing our homework and all that sort of thing. So that is in a nutshell is, is why we need frugal AI. And we need it also because the, it has been built in a way.
If you, if you haven't read, book Empire of AI yet, by Karen Hao, it's very strongly recommended, because of the things it explains is that the genesis of OpenAI, at some point they decided, that bigger your model is, the more, basically the more compute power it uses, the better it will be. And they've just been built building on that premise ever since the launch of ChatGPT. Whereas the fact is, the most recent versions of ChatGPT or GPT, actually hallucinate more than the less powerful version. So why do we need to throw all that power at it? When, as we see from talking to people like the amazing Sasha Luccioni, with LLMs for example, you have models that are 30 to 60 times smaller, which can do just a, just as well a job, just as good a job. So these are the sort of conversations that you can have a lot, in France, which is really sort of standing out today as a frugal AI pioneer. The fact that the, over 90% of French electricity is carbon free is, that helps a lot. That's something that Mistral in particular, on a lot, say, we've got clean energy, therefore we are green. Watch out for the AWS effect. But it is a very important point, because all the ChatGPT and other impact that's happening in America. And so I was very happy to see because of, big tech's opacity, Ecologits, which as you mentioned is a Python library, it very quickly became a global reference because that's all we had.
Chris Adams: Okay, so when the bar's on the floor, it doesn't need to be very high, right?
James Martin: Yeah exactly. It's like, my favorite tweet, I think my favorite tweet of the year so far is Sam Altman. I can even share the link to the tweet because I love slash love it so much. It basically said when all these hundreds of thousands of millions of Ghibli images happened, and he joked that GpUs were melting. He said, he shared this completely ridiculous graph, which said, this is the water impact of one ChatGPT query, is the water impact of one Burger.
Chris Adams: Yeah.
James Martin: Sam Altman's comment in the tweet was. Anti AI people making up shit about the impact of ChatGPT whilst eating burgers. And I just found it so cynical because A, I'm not anti AI, I'm just, I'm anti waste. And the, so that's the third point. the reason that people have to make shit up is because they don't declare access to any of the numbers. Yeah. if they did, we wouldn't even be having this conversation. We would be able to say, ChatGPT is this, is this, Llama is this. And we'd be able to compare everyone on a, on the same playing field. But
Chris Adams: On their merits. Yeah.
James Martin: Yeah. So coming back to France. Because I'm wary of going off on a rant. The French government is really, sort of, has been incredible on this topic. So they, around the time of that AI Action Summit, they supported A frugal AI challenge whereby people were encouraged to complete AI tasks across audio, text, and image. And they, you would win the challenge by doing, completing the tasks, whilst using x times less energy than the big LLMs. And so the projects that won, they used 60 times, one of them used 60 times less energy big LLM. Proving that these big LLMs are not necessary.
Chris Adams: And it was solving the same task. 'cause I think from memory, there was like, there was a few challenges which were like, you know, combat disinformation online, discover something useful there. The things like, which were, they weren't, they weren't something which was like, you know, these were considered socially useful problems, but people were free to use any kind of approach they were gonna, they were to take. And what, so what you're saying is that okay, you could use an LLM to solve one of them, but what, solve it one way, but there's other ways that they solved it. And some of the winners were quite, you know, 60 times more efficient, essentially 60 time less consumptive.
Right.
James Martin: Exactly. So, yeah, it's great to have projects like that. The French Government is also has obtained funding for around a dozen frugal AI projects, which are being run by municipalities all over France. So they're using it to optimize energy usage or to detect garbage in the street or that sort of thing. So that's great. The French government also supports the frugal AI guidelines of AFNOR. AFNOR is France's International, sorry, is France's Official Standards Organization, and what they've done is like basically to say for your AI to be frugal, it needs to correspond with these criteria. The first criteria, which I love is, can you prove that this solution cannot be solved by anything else than AI? And it's pretty strict. There are three first steps, but then it goes into a lot of detail about what is or is not frugal AI, and that's such pioneering work it's on track to become EU standard. That's some really some great work there. But I think, for me, one of the best arguments that I use about why should you bother with frugal AI is, very simply, the French Ministry for the Environment has said to startups, if you want to work with us, you have to prove that your AI is frugal first. So,
Chris Adams: Oh, okay. So it's like they're creating demand pool then essentially to like, so like, you know, this is how this is your carrot. Your carrot is a fat government contract, but you need to demonstrate that you're actually following these principles in what you do.
James Martin: I love that because it shows that doing things frugally can actually be good for your business.
Chris Adams: Okay. Alright. So, wow. I think we should definitely make sure we've got some links for a bunch of that stuff. 'Cause I wasn't aware that there were, I know that France in the kind of world of W3C, they have, I can never put, I never, it's the RGESN and I forget I'm not gonna, yeah. I'm not gonna butcher the pronunciation, but it broadly translates to like a general policy for EcoDesign, and I know that's like a standards track for Europe.
James Martin: Yes.
Chris Adams: If I can find the actual French words, I might try to share it, but, or maybe you might be to help me with that one because my French is not as, is, nowhere good enough to spell it properly. But I'm also aware that France is actually one of the first countries in the world to actually have like a digital sustainability law. There was one in 2020, the REEN, the Oh yeah.
James Martin: That's it. That's it. Yeah. I was very focused on AI with all those examples. But yeah, France is the only country which has a Digital Responsibility Act, called REEN, basically says, for example, that any municipality with over 50,000 inhabitants has to publish their digital responsibility strategy, even if it's just, we are going to buy older, we are going to keep our PCs going for longer or, sort of simple stuff like that. They, the, this French law demands that localities, municipalities, only make an effort on these things, but they show that they are making an effort. So
Chris Adams: I see.
James Martin: in a sort of a great incentive.
Chris Adams: Ah, okay. So that I now understand. So the, with the RGESN, as I understand it, that was essentially something like a guide sort of guidelines for France. Ah, so,
James Martin: yeah, it's two different things. RGSN, the guidelines for econ conception. so the how to make your website not only more energy efficient, but also more accessible to people of varying abilities. There's also a law that just came into effect here in France to make websites more accessible. So that, it is great to see those two things going hand in hand. They also announced at the AI Action Summit that they were going to invest hundred billion in new data centers for AI by the end of the decade. You win some, you lose some. But maybe better to do that here with lower carbon than in the states, which is generally speaking, 10 times more carbon in the electricity.
Chris Adams: Okay. It sounds like there's a lot happening in France. So not only that, are they talking, so there is this whole, not only is this, there's an idea of like frugal AI in digital sobriety, which is this other French term, which when translated in English, always sounds really strange to my ears, but there's actually quite a lot of, for want of a better word, like policy support behind this stuff to actually encourage people to work in this way, basically, huh?
James Martin: Absolutely. And again, I would give a, another heads up to Data for Good for that because they were instrumental in that frugal AI challenge along with Sasha Luccioni.
Chris Adams: Okay.
James Martin: By the way, we'll be, we'll be speaking at Viva Tech. So, Viva Tech is France's biggest tech event. It's actually one of the biggest
tech events in Europe. Unfortunately, they had Elon Musk as their keynote last year and the year before. Fortunately they won't this year.
Chris Adams: Yeah.
James Martin: Sasha is going to be one of their keynotes this year, which is also great, I think it's a good sign.
And she will also be speaking on a panel as part of a sustainability summit with Kate Kallot, which is of Amini AI. And I'll be that conversation. So I'm happy these sort of conversations are happening. Not
Chris Adams: But more mainstream by the sounds of things.
James Martin: Not only between, people like you and me who care, and are, who understand all the tech. But it's super important, as I was saying at the beginning, to be having these conversations with as broad an audience as possible, because otherwise nothing's gonna change.
Chris Adams: Okay, so we've spoke about, we've gone quite deeply into talking about AI and hardware and water and stuff like that. If we pull back out. So you are, we talk about how people might engage with this topic in the first place.
If there's one thing you could change about how people talk about sustainability, particularly in technology, what would you change, James?
James Martin: I suppose I'd presume it as, don't believe the hype. And the hype tech is usually, bigger is better. What I would like people to try and really integrate is that bigger isn't always better. As we said before, it is very important to look at the holistic picture of impacts rather than just the individual ones. It's more important to pressure companies to change as you see with that French government example, rather than making users feel guilty because again, it's not their fault. And I just think people, what I try, what I'm trying to do as often as I can, Chris, is just bring people back to that sort of gold standard of green IT, which is only use the right tools for the right needs.
This is why this sort of bigger is better thing is just so irritating to me. The way AI is being done right now, it's a classic in tech. It's using a bazooka to swat a fly. It's not necessary. And it's actually, not only is it ridiculous, but it's also very bad the planet. So, if you only need to do this much, you only need a tool that does this much, not this much. And that's one of the reasons that why,when I hear the term AI for Good, which we hear a lot of at the moment, I would say that I would challenge that and I would encourage people to challenge that too by saying, "are sure this AI is for good? Are you sure this tech is for good? Are you sure? That the good, that it does, far outweighs the potential harm that it has?"
Because it's not always the case. A lot of the AI for good examples see at the moment, are just. they can't be backed with scientific data at all.And that comes back to another of my points. If you can't prove that it's for good, then it's not, and it's probably greenwashing.
Chris Adams: Okay. So show us your receipts then. Basically, yeah.
James Martin: Yeah.
Chris Adams: Okay. Well thanks for that, James. James. we're just coming up to time now. So if people have found this interesting and they wanted to learn more about either your writing or where you'll be next, where should people be looking? Is there like, maybe, I mean, you mentioned the website for example, is there anywhere else people should be looking to kind of keep up with, like updates from you or anything like that?
The website is BetterTech.blog. So yeah, that's the main, that's where you can find a lot more resources about my work on the impact AI and on other things. I also post frequently on LinkedIn about, about this sort of thing, like things like the last one was about frugal prompting.
James Martin: That's, my latest discovery. and, yeah, those are the two, main sources. And, I'll work together to make sure that the.
Chris Adams: We have all the links for the show notes and everything like that.
James Martin: of this, of this episode.
Chris Adams: Brilliant. Well, James, thank you so much for giving me the time, and to everyone's listening, for all of this. And I hope you enjoy the rest of the day in what look appears to be sunny Paris behind you.
James Martin: It is been, it's been sunnier, but it's fine.
Chris Adams: Okay.
James Martin: It's still Paris, so grumble. Thanks very much.
Chris Adams: Indeed.
James Martin: Thanks very much, Chris. It's like I said, it's been a real honor to be on this podcast and I hope we've been able that's useful for people.
Chris Adams: Merci beaucoup, James.
James Martin: Merci as well, Chris.
Chris Adams: Hey everyone, thanks for listening. Just a reminder to follow Environment Variables on Apple Podcasts, Spotify, or wherever you get your podcasts. And please do leave a rating and review if you like what we're doing. It helps other people discover the show, and of course, we'd love to have more listeners.
To find out more about the Green Software Foundation, please visit greensoftware.foundation. That's greensoftware.foundation in any browser. Thanks again, and see you in the next episode.

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