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Last year, the European Parliament passed the AI Act, the world’s first legal framework for the responsible development and use of AI. Its primary motive is making AI “trustworthy” and minimising both social and environmental risks. How this pertains to preventing greenwashing remains to be seen. “Many brands are not transparent about their supply chains and the real environmental impact of their products, so AI cannot make recommendations without reinforcing those gaps and biases.” Hoping to address greenwashing before it even reaches conversational AI tools is UK startup Compare Ethics, an AI-enabled platform that verifies sustainability data and then recommends whether or not a green claim is valid based on the data provided. It’s designed to support brands in minimising greenwashing, says co-founder and CEO Abbie Morris, noting that regulatory action and financial penalties for greenwashing are on the rise. “We’re in the middle of a very compelling AI revolution that will reshape retail — but at the same time, there is a green claims correction going on, which has rewritten the rules and expectations for businesses. It’s no longer good enough to just talk about sustainability, you need to think about the systems that gather and verify sustainability data. Brands need to get their own houses in order before they even think about how consumers engage.”Officials Hey Pittsburgh Ray Lewis Baltimore Ravens Middle Finger Shirt
Morris points to a recent report by the European Commission, which found that 53 per cent of green claims give vague, misleading or unfounded information while 40 per cent have no supporting evidence. Certifications aren’t necessarily helpful either. The auditing system underpinning sustainability certifications has significant flaws and the breadth of potential certifications are almost as confusing as the green claims they attempt to simplify — the European Commission estimates that there are over 230 different sustainability labels active in the EU, each with vastly different metrics, checks and levels of transparency. “We are reckoning with a real trust deficit,” says Morris. “If we continue to erode this trust, we are going to make it even harder for ourselves to build a society that trusts the role of businesses in sustainability.”
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