Deepfakes: The Environmental Cost You Didn'T See Coming

Deepfakes: More Than Just a Digital Illusion

Deepfake videos have taken over social media, with AI-generated clips of celebrities and historical figures appearing in unexpected and sometimes unsettling scenarios. Thanks to platforms like Open AI's Sora, these hyper-realistic videos are captivating audiences globally. But while the emotional and ethical implications are grabbing headlines, there's another concern lurking beneath the surface.

The Environmental Wake-Up Call

Dr. Kevin Grecksch, a lecturer at the University of Oxford, is sounding the alarm on the environmental footprint of these digital creations. "There's quite a huge hidden impact on the environment," Dr. Grecksch points out. "These videos aren't made on your phone – they're produced in data centers, which are often far from sight and mind."

"First of all, that uses up a lot of electricity and secondly it uses a lot of water," Dr. Grecksch explained.

Data centers, the powerhouse behind these AI marvels, consume massive amounts of electricity and water. Freshwater resources are especially strained, as they're crucial for cooling the servers that host these videos.

The Soaring Popularity of Deepfake Apps

With apps like Sora making it easier than ever to create and share deepfake content, social media feeds are flooded with these videos. The app's popularity is soaring, evidenced by its recent milestone of over a million downloads in just five days, keeping it at the top of the Apple App Store charts in the US.

However, Dr. Grecksch warns users to consider the environmental impact of their digital habits. "We need to think about what we're using water for, how we're using it, and how often," he advises.

Planning for a Sustainable AI Future

While AI technologies continue to advance, Dr. Grecksch stresses the importance of sustainable planning. "The cat is out of the sack," he says, urging for more thoughtful placement and operation of data centers. "There's a lot of questions we need to think about," especially as regions like south Oxfordshire are earmarked as AI growth areas.

The environmental cost of our digital age is a conversation that needs to be had – and soon. As AI continues to evolve, so too must our strategies for managing its impact on our planet.