As the fastest-spreading technology in human history, artificial intelligence (AI) is at the centre of the European Commission’s strategy to foster competitiveness and strengthen technological sovereignty, as established in the AI Continent Action Plan. AI has become a transformative force that is restructuring industries and individual behaviours. As such, if well managed, it has the potential to create new avenues, if well managed, for a transformation towards a more sustainable future.
This briefing outlines the potential of AI to shape sustainable consumption in Europe, with a particular focus on its implications for achieving climate neutrality. AI offers significant potential to support more sustainable practices across society, industry, and public governance, for instance through personalized recommendations, smart supply chains, and green public procurement. However, AI also carries environmental and social risks: rapidly growing energy and water use from data centres, reliance on critical raw materials, rebound effects, and social inequalities if governance is inadequate.
The briefing highlights that proactive governance, transparency, policy coherence, and a precautionary approach are essential to align AI deployment with the sustainability and competitiveness goals of Europe. It calls for further research and stronger integration of digital, consumer, and environmental policies to ensure AI contributes to a just and resource-efficient future.
