Industry using ‘diversionary’ tactics, says analyst, as energy-hungry complex functions such as video generation and deep research proliferate

The research, commissioned by nonprofits including Beyond Fossil Fuels and Climate Action Against Disinformation, did not find a single example where popular tools such as Google’s Gemini or Microsoft’s Copilot were leading to a “material, verifiable, and substantial” reduction in planet-heating emissions.

Ketan Joshi, an energy analyst and author of the report, said the industry’s tactics were “diversionary” and relied on tried and tested methods that amount to “greenwashing”.