Who’s afraid of the big, bad GPU?

How does AI make you feel? Are you excited to “vibe-code” your smart home? Or anxious about all the added pollution and billions of gallons of water used by data centers? Dig a little deeper and you’ll start to question the actual value of the GPUs that underpin all the leaps and promises of generative AI.   Right now, GPUs, hundreds of thousands of them, are being crammed into data centers around the world to power the AI boom. These chips are also found in everything from smartphones to cars to gaming PCs. Nvidia — once a niche chipmaker that has become the world’s most valuable company — still brags about releasing what it calls “the world’s first GPU” and a “gaming breakthrough” in 1999, although some trace the origins of the GPU back to at least the ’70s with graphics hardware used in arcade games.  “There are massive hardware developments that start because of games,” says Catherine Flick, a professor of ethics and games technology at University of Staffordshire. And whether it’s a testbed for new graphics processing units or the development of virtual reality and AI, “all these sorts of things that have quite significant ethical issues, a lot of these start with games,” Flick says. So since its inception, the GPU has been at the root of some of the biggest ethical questions new technologies pose. What impact do games, and now AI chatbots, have on how we interact with the world around us? Whether mining for raw materials or exposing workers to toxic chemicals in semiconductor factories, GPU manufacturing can leave behind a big mess. Collectively, GPUs warehoused in data centers burn through an enormous amount of water and energy, which can lead to more air pollution and greenhouse gas emissions causing climate change. And at the end of its life, a GPU can do even more damage in the form of e-waste.   What’s worth taking those risks? Do potential AI-driven advances in weather forecasting or wildlife conservation justify the environmental footprint of a data center? And what about the GPUs in a gaming PC or iPhone — do they deserve just as much scrutiny?  Hitting close to home  While GPUs have been around for a long time, AI has thrust them into the spotlight in a way that, quite literally, hits close to home for many Americans. The US has far more data centers than any other country and has plans to build many more. As tech companies race to expand a new generation of hyperscale data centers for AI, communities are grappling with the prospect of having these hulking warehouses full of servers as their neighbors.  “Isn’t it nice to have the environment as a scapegoat?” As an environmental journalist, I sometimes get comments on my stories about whether these data centers or AI models are being unfairly portrayed as the menacing new bogeyman, especially when other industries — like fast fashion, for example — exacerbate climate change and pollute the environment. And as for GPUs, they’re not just found in data centers, but also in consumer electronics. So why single out AI for its sustainability issues?  Some venture capitalists have blamed AI’s slow consumer uptake on the bad press surrounding its environmental impact. To that, Flick can’t help but chuckle: “Isn’t it nice to have the environment as a scapegoat?”  A similar sentiment is bubbling up on social media. Ashley Striblet, who works in product strategy and consumer AI, recently published a video on TikTok pushing back on those VCs for “blaming consumers” for their own failures to invest in products people actually want. Many people understand that fast fashion or consumer technology can be bad for the environment, Striblet says, but they still buy these things because they feel like they’re getting value from the products. “I think most people know that ordering clothes from Shein or Amazon is not the most environmentally conscious thing to do,” Striblet tells me. “We also know Gen Z at some point were big consumers of these brands that provide really cheap clothing.” The cost savings from buying cheap clothes turns out to be enough of a tradeoff to justify the purchase for many consumers, Flick adds.  On the other hand, many people just aren’t yet seeing the benefits to their lives that VCs and CEOs are promising with AI, Flick and Striblet each tell me. “It’s just rubbish what they’re saying that their technology can do,” Flick says. “It’d be nice if we all had personalized butlers or whatever it is. But how do you get from point A to point B? It’s not with what we’ve got.”  And while the average American has yet to see the kinds of big leaps forward that are being promised, they’re increasingly likely to see the costs of a new AI data center moving next door. For years, hubs for fast fashion or semiconductor manufacturing have been concentrated in Asia. Now, an explosion of data centers springing up in the US is making headlines for raising utility bills and creating more pollution. It’s not happening in some faraway country, but in the sa

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