Friend or foe? The problem with AI and greenwashing
Artificial intelligence is a double-edged sword which can enhance transparency and also perpetuate false claims on sustainability efforts
THE battle against greenwashing is set to become easier with a potential ally – artificial intelligence (AI).
Driven by cold, hard data and emotionless algorithms, AI can play a critical role in identifying misleading claims and verifying environmental performance, thus increasing transparency in sustainability efforts.
Greenwashing – when businesses make misleading claims to the public about their environmentally sustainable efforts or products – is rampant in markets throughout the world, spurred both by profit chasing and increasingly pro-environment consumers.
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