Energy-consumption of AI models: implications for advertising research and practice
- Today, AI is a prominent and popular technology used for marketing and advertising purposes. However, enhancing creativity and productivity is only one side of the coin, hence AI technologies come with challenges, too. A huge amount of energy is needed to train and apply AI models. This may not only lead to an uneconomical use of AI technology in practice, but also result in negative consumer perceptions about organizations and brands. Hence, this vision paper derives first preliminary hypotheses helping to support considerations about a beneficial use of AI technology for marketing and advertising purposes.
| Author of HS Reutlingen | Möhring, Michael |
|---|---|
| URN: | urn:nbn:de:bsz:rt2-opus4-58869 |
| URL: | https://dl.gi.de/items/7aafa418-1f0a-4dd2-a91d-cc3d06b84a4a |
| DOI: | https://doi.org/10.18420/inf2025_134 |
| Published in: | INFORMATIK 2025: The Wide Open - Offenheit von Source bis Science : 16.-19. September 2025, Potsdam, proceedings |
| Publisher: | Gesellschaft für Informatik e.V. |
| Place of publication: | Bonn |
| Editor: | Ulrike Lucke, Stefan Stieglitz, Falk Uebernickel, Anna-Lena Lamprecht, Maike Klein |
| Document Type: | Conference proceeding |
| Language: | English |
| Publication year: | 2025 |
| Page Number: | 5 |
| First Page: | 1513 |
| Last Page: | 1517 |
| DDC classes: | 004 Informatik |
| Open access?: | Ja |
| Licence (German): |  Creative Commons - CC BY-SA - Namensnennung - Weitergabe unter gleichen Bedingungen 4.0 International |
