Artificial intelligence is already revolutionising the world of marketing and communications. Content writing, visual and video creation, campaign automation, data analysis... AI affects every aspect of the sector and promises considerable time savings and efficiency gains. But like any powerful technology, it is not neutral. So how can AI be integrated into a responsible communication strategy? That's the question we asked Mathieu Maréchal, co-founder of the Fertilidée cooperative.
A significant environmental and societal impact
AI relies on vast IT infrastructures, powered by data centres that require massive amounts of energy.
Here are some examples of this significant impact:
- AI models such as ChatGPT or MidJourney require millions of calculations for each query, leading to exponential energy consumption.
- In 2023, the energy use of GAFAM (Google, Amazon, Facebook, Apple, Microsoft) surged due to the rise of AI, after several years of gradually reducing their carbon footprint.
- A single interaction with a generative AI consumes more energy than a standard web search.
And the impact doesn’t stop at the environment. AI is also transforming labour market dynamics, raising questions around task automation, the role of human creativity, and the ethics of the information being shared.
Should we do without AI?
No. Avoiding AI altogether would be a missed opportunity, its potential is immense and it can become a genuine lever for innovation. But using AI without reflection or a clear framework is incompatible with a responsible communication approach. As with any technology, what matters is asking the right questions within the company and adopting a clear stance aligned with its CSR strategy.
Here are three possible positions regarding AI:
- Not using it at all: this minimalist approach may be consistent with strong ethical and ecological values.
- Using it in a controlled way: defining specific use cases, limiting its use to identified situations, and evaluating its impact.
- Using it broadly, but consciously: if AI is integrated into processes, it must be ensured that the benefits outweigh the negative impacts and that humans remain at the heart of the strategy.
So what’s the right criterion to decide? If AI is used with a positive impact in mind – for example, to analyse performance and optimise responsible campaigns, or to support creative projects without producing content unnecessarily – then it can be a relevant tool. On the other hand, if it’s used to mass-produce marketing content, flood the web with promotions, and encourage overconsumption, it’s best to avoid it.
The right use of AI therefore involves reflecting on its purpose and finding the right balance between performance, impact, and responsibility.
Our commitment
At Magina, as an agency specialising in digital marketing and communication, we believe we have an essential role to play in the shift towards more responsible practices. By guiding our clients, raising awareness in our network, and leading by example, we can help move the entire ecosystem towards more sustainable and ethical communication.
As Mathieu from Fertilidée reminds us: “Responsible communication isn’t just about doing things right internally (though that’s a prerequisite). It’s also an opportunity to positively influence the whole sector by showing that another model is possible.”
