Digital and AI Sustainability: A Challenge for the Future of Businesses

Sustainability, especially from an environmental perspective, is a topic we are used to associating with the industrial and manufacturing sectors. These fields are perceived as energy-intensive and polluting, whereas the dematerialized digital realm seems inherently virtuous. But is that really the case?

In reality, the environmental impact of digital technologies is often underestimated. Every digital interaction, from sending an email to performing a Google search, has an environmental cost. Even the daily digital interactions of office work or the software usage of even the most "smart" SMEs can significantly impact a company’s ecological footprint—sometimes even more than production machinery.

That is why at Tinext, we support companies in assessing the digital sustainability of their ecosystem. Through a proprietary algorithm, we evaluate the energy impact of websites and measure the carbon footprint of digital platforms. This process goes beyond just energy consumption, taking into account other relevant parameters.

Our mission is to enable businesses to adopt a LEAN approach. This concept, borrowed from the manufacturing industry, means producing only what is truly needed, avoiding excess, and serving real users effectively.

The Energy Consumption of Digital Technologies in Numbers

The figures are striking. The internet is considered the fourth largest "nation" in the world in terms of CO₂ emissions. Data centers, which power websites and digital infrastructures, are among the most energy-consuming resources. Computing power is a conditio sine qua non for all processes, and the cooling systems required to keep them operational consume massive amounts of energy.

AI follows the same pattern. Its impact is amplified by the fact that artificial intelligence models, especially large-scale ones like ChatGPT, require enormous amounts of energy for training and operation. For instance, each interaction with ChatGPT—even a simple text prompt from a personal computer—consumes the equivalent of a small bottle of water in energy resources used for cooling servers.

The key point, however, is not to demonize technology but to understand how to optimize its use to minimize waste and maximize benefits.
Digital sustainability focuses on adopting technologies and practices that reduce the environmental impact of digital operations while improving efficiency and user experience. Here’s how we approach this at Tinext.

Sustainability Guidelines for Websites and Digital Properties

To reduce the environmental impact of digital technologies, it is essential to adopt a holistic approach that encompasses various aspects.

Our strategy is based on five core pillars:

1. Continuous Measurement of Environmental Impact
   It is crucial to quantify the environmental impact of online platforms. Tools like Karma Metrix can calculate areas for improvement and suggest actions to reduce energy consumption and CO₂ emissions. Accurate measurement provides insights into a company’s "debt" to nature and allows for targeted compensatory initiatives.
2. Content Optimization
   Implementing the LEAN approach is essential. This means making small adjustments to avoid overloading networks with duplicate or unnecessary content. For example, instead of uploading multiple copies of the same video in different sections of a website, a single shared resource should be used. Redundant or irrelevant content should be removed—not only to save energy but also to enhance user experience.
3. Optimization of Code and Infrastructure
   Lightweight websites consume less energy and improve the user experience (UX). It all starts with the code itself—if optimized and free from redundancies, it not only reduces energy consumption but also enhances SEO and overall performance.
4. Management of Multimedia Assets
   Reducing the size of images and videos, using compressed formats, and optimizing loading times should be standard practice. High-resolution images and videos are among the biggest culprits of online energy consumption and negatively impact Core Web Vitals, the UX and performance indicators used by search engines.
5. Use of Green Data Centers
   Whenever possible, businesses should opt for data centers powered by renewable energy or those with green certifications. Many data centers are already transitioning to natural cooling methods by selecting geographical locations that optimize thermal efficiency.

Artificial Intelligence as a Potential Resource for Efficiency

Should we see artificial intelligence merely as a resource consumer? No—on the contrary, its computing power can drive positive change in terms of sustainability.

In the industrial and manufacturing sectors, advanced algorithms are already being tested to optimize industrial processes, reduce waste, monitor resource consumption in real time, and develop more efficient solutions in the renewable energy sector.

Even in the digital space, AI is a valuable ally. In search engines, for example, AI can provide more precise results, reducing the number of queries needed and, consequently, the associated energy consumption.

Digital Sustainability Beyond Green: Social Responsibility, Accessibility, and Inclusion

Digital sustainability is not just about the environment; it also encompasses social issues such as inclusivity and accessibility. It is essential to ensure that websites are easily accessible to all individuals, including those with disabilities.

Starting in June 2025, the Accessibility Act will come into effect. This European regulation will legally require all businesses, including SMEs with more than 10 employees and €2 million in revenue, to ensure their digital content is accessible to everyone. While this is a legal obligation, it is also an ethical opportunity to make digital resources available to individuals who might otherwise struggle to access them in the physical world.

Thus, digital sustainability emerges as a key concept for both the present and the future—with a dual value: environmental – making tools, websites, and platforms more efficient, lightweight, and low-impact; social – ensuring that all people can access online resources, knowledge, and information.