AI is powerful. But it is not without cost. Every single request to a generative AI consumes 2.9 watt-hours of electricity, nearly 10x that of a Google search.

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Yet every day, millions use it to create pointless content from "Good Morning" messages to pet horoscopes. We're burning energy not to solve problems but to talk to machines like they're our new best friend.

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Generate Responsibly, a provocative OOH campaign by Google Gemini, confronts the hidden environmental cost of AI usage by asking people to create with intention, not impulse.

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Each billboard pairs idealistic, AI-style prompts with bleak, real-world visuals that are the unseen impact of careless AI generation. 

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The ads appear in high-traffic urban areas, tech parks, and campuses, the very places where AI usage is highest.