Deepfake videos created by AI platforms like OpenAI’s Sora have gone viral, generating hyper-realistic clips of deceased celebrities and historical figures in often offensive scenarios.
Families of figures like Dr Martin Luther King Jr have publicly appealed to AI firms to prevent using their loved ones’ likenesses, highlighting ethical concerns around the technology.
Beyond the emotional impact, Dr Kevin Grecksch of Oxford University warns that producing deepfakes carries a significant environmental footprint. Instead of occurring on phones, video generation happens in data centres that consume vast amounts of electricity and water for cooling, often at industrial scales.
The surge in deepfake content has been rapid, with Sora downloaded over a million times in five days. Dr Grecksch urges users to consider the environmental cost, suggesting more integrated thinking about where data centres are built and how they are cooled to minimise their impact.
As governments promote AI growth areas like South Oxfordshire, questions remain over sustainable infrastructure. Users are encouraged to balance technological enthusiasm with environmental mindfulness, recognising the hidden costs behind creating and sharing AI-generated media.
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