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–  Mr. Chandan Sharma, General Manager- Digital Media, Adani Group

Every day, I get up, and the first thing on my mind is how AI changed the world while I was asleep. Companies and governments are very aggressive when it comes to AI usage. Artificial intelligence is changing how industries operate, how people interact with technology & even how economies grow. The scale of adoption is remarkable, but so is the energy behind it. Training robust AI systems demands enormous computing resources & running them every day adds another layer of energy use. This has started to raise a difficult but important question—what is the real carbon footprint of AI & can it be managed in line with global climate goals?

The scale of the problem

Building AI models is not a small task. Large language models and deep learning systems need weeks of training on hundreds or even thousands of processors. Studies have shown that developing one of the biggest models today can release carbon emissions equal to those produced by several cars over their lifetime.

And training is only the start. Once the model is ready, it needs to be deployed. Billions of queries, conversations, or searches are processed every day. Each interaction on its own might use little energy, but when multiplied at scale, the demand is huge. Add to that the cooling required in data centres & the footprint becomes even more serious.

Why businesses should care

The carbon impact of AI is not just a technical side issue. It cuts across regulation, cost, reputation & strategy. Governments are moving quickly to make emissions disclosure mandatory. The EU’s new reporting rules are a clear signal of where things are heading.

Investors also want more transparency. They expect companies to demonstrate that innovation and sustainability can coexist. For customers, there is a risk of mistrust if a company promotes its green credentials but runs highly energy-intensive AI systems without addressing the impact.

There is also the cost factor. Energy prices are rising & inefficient AI workloads are not only unsustainable for the environment but expensive to maintain over time.

What companies are doing about it

The organizations are inclined to use more specialized models to get results, and they are ditching the bigger models with less efficacy.

Lighter, more specialised models can deliver good results without the same energy drain. Research into pruning and optimisation is opening new ways to reduce computational needs.

Cloud providers are investing heavily in renewable power for their data centres. Solar, wind & hydropower are being integrated to run AI workloads more cleanly. Hardware innovation is also moving forward—better chips, liquid cooling systems & improved energy management are all making a difference.

For businesses that depend on AI services, choosing partners and vendors with strong renewable commitments is starting to become part of procurement and vendor selection.

What leaders should keep in mind

Here, it helps to think in simple terms. The following points are shaping how executives respond:

• Sustainability cannot be separate from digital strategy. AI adoption must sit inside the broader climate agenda.
• Governance needs cross-functional input. CIOs, CFOs & sustainability leads should work together rather than in silos.
• Transparent reporting builds trust. Showing the emissions linked to AI use signals accountability.
• Efficiency can be a source of advantage. Offering or using greener AI services may become a point of differentiation.

The paradox of AI and sustainability

There is also an irony here. While AI has its own carbon costs, it can also be a tool to help reduce emissions elsewhere. AI systems are already being used to optimise supply chains, improve energy grid management & support precision agriculture. All of these applications can drive measurable sustainability gains.

This creates a balancing act. The challenge is not to stop using AI but to ensure that the value it creates for sustainability outweighs the emissions it generates. That means being selective, thoughtful & transparent about how AI is applied.

Looking ahead

The demand for AI will keep growing. Generative models, automation & real-time analytics are moving into more industries & with them, the energy required to support this technology will also rise. The key is not to slow down innovation but to scale it responsibly.

Companies that act early will be better prepared. Those who invest in greener AI infrastructure, in renewable energy sourcing & in transparent disclosures will find it easier to navigate future regulation and investor scrutiny. They will also gain credibility in markets where sustainability is a major concern.

Final thought

AI has incredible potential, but the environmental impact cannot be ignored. The carbon footprint of AI is now a strategic issue. While we struggle to keep the carbon emissions down, we also want to excel in the AI race.

It’s peculiar to see how the West is responding to this threat. While they have been very vocal about the carbon emissions through industrialization in developing countries, they are almost quiet on AI-emitted/caused carbon.

Leaders have an opportunity to demonstrate that technology and climate responsibility can progress in tandem. The ones who succeed will not only manage risks but also set themselves apart as real innovators in the next phase of sustainable growth.

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Ahmedabad, 08 July 2025: The Adani Group, India’s largest and fastest-growing integrated infrastructure conglomerate, continues to illuminate lives across the country—bringing solar energy to every corner of India. Reinforcing its commitment to sustainable infrastructure, the Group proudly launches Story of Suraj, the third film in its acclaimed #HumKarkeDikhateHain series.

With a presence across energy, logistics, transport, and community development, the Adani Group continues to forge new pathways by investing in clean energy and fostering a more resilient and inclusive future. Its initiatives are not just about scale—they are about impact, touching lives and uplifting communities.

Set in a town now aglow with uninterrupted solar power, Story of Suraj brings to life how Adani’s clean energy solutions are fueling dreams and transforming lives. The film follows Rakesh, who returns to his hometown after years and witnesses the profound changes solar energy has enabled—from thriving crops and connected classrooms to empowered hospitals and revitalized livelihoods.

Amit Sharma, the acclaimed film director of the superhit movie ‘Badhaai Ho’, from Chrome Pictures, brings this story to life with remarkable finesse. Conceptualised by Ogilvy India, the film captures the human dimension of Adani’s clean energy mission. It illustrates how solar power, delivered by Adani Group, becomes a catalyst for opportunity, resilience, and progress.

Adani Green Energy Limited (AGEL), one of the world’s largest renewable energy companies, is at the forefront of India’s clean energy transition. With a vast portfolio of solar cand wind projects, AGEL is helping India move toward a greener, more sustainable future—developing and operating utility-scale, grid-connected renewable energy farms across the country.

Mr Ajay Kakar, Head – Corporate Branding, Adani Group, said “At Adani, we are not just generating electricity—we are creating pathways for progress. This film reflects the real impact of solar energy on everyday life. The transformation of one town is emblematic of the change we’re enabling across India.”

Mr Piyush Pandey, Chief Advisor for Ogilvy India, commented, “Adani adds one more human touch to technology with its new Solar energy film. Story of Suraj shines by showing how solar energy brings life-changing opportunities to communities, helping them build a brighter future.”

The film is the latest chapter in the #AdaniHKKDH series, shining a light on how Adani Group is touching lives, uplifting communities, and creating lasting change across India. The film will be shared and amplified across multiple platforms, including broadcast and digital media and radio activations, to reach a broader audience

View the film “Story of Suraj”: https://youtu.be/E_WKqQ_VAeY?si=JIIlkK_YalYTIHn3

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Mr. Chandan Sharma, General Manager, Digital Media, Adani Group

Purpose-driven ads often have strong storytelling, and they can move the audience emotionally. However, earlier, the brands were not that confident that a proper brand connection and message delivery could be achieved with such ads. However, have you noticed how ads today feel different from what we used to see a few years ago? It’s not just about flashy products or significant discounts anymore. More and more brands are discussing things that truly matter — like climate change, mental health, body positivity, and gender equality.

This is called purpose-driven advertising, where companies use their voices to support social or environmental causes. It’s a smart move not just for business but also for building real connections with people. When a brand stands for something bigger than profits, it gets noticed, trusted, and respected.

Why Are Brands Supporting Social Causes?

There are a few big reasons why companies are moving in this direction:
1. Consumer Expectations Have Changed

Today’s consumers, especially Genz, want more from brands. They want to know what a company stands for. They care about fairness, the environment, and human rights. If a brand supports the exact causes, they do they’re more likely to trust it and buy from it.

2. Building Trust and Loyalty
People notice when a brand stands for a cause and support it in a real way. This builds trust, which leads to loyalty. People want to buy from companies they feel good about.

3. Standing Out in a Crowded Market
There are so many brands out there selling similar things. Having a clear social purpose helps a company stand out. When customers see a brand doing good in the world, they remember it.
Real-Life Examples of Purpose-Driven Campaigns
Many well-known companies have successfully used purpose-driven advertising. Here are a few powerful examples:

Dove’s “Real Beauty” Campaign
Dove challenged old beauty standards by showing real women in their ads – women of all shapes sizes and skin tones. The campaign promoted self-confidence and body positivity. It became very popular and helped Dove build a stronger connection with its audience.

YSL Beauty’s “Abuse Is Not Love” Campaign
YSL Beauty took a bold step by raising awareness about intimate partner violence. The brand worked on education programs and support services, showing that it really cared about the issue and wanted to make a difference.

Good-Loop’s Ethical Advertising
Good-Loop is a unique company that runs online ads and gives back to charity at the same time. When someone watches an ad, they can choose a charity to receive a donation. Big brands like Unilever and Coca-Cola have used this platform. It’s a win-win: the brand gets attention, and a good cause gets support.

The Power of Purpose-Driven Advertising: Stats That Matter
Studies show that purpose-driven advertising is powerful. According to a 2021 Edelman study 64% of consumers base their buying decisions on a brand’s societal impact.

A 2020 Nielsen survey found 66% of people are willing to pay more for products from socially responsible brands.

Additionally, 87% of consumers say they would buy from companies that support a social cause (Cone Communications, 2020).

However, transparency is key – 81% of consumers want brands to be honest about their social efforts and 45% have boycotted brands for failing to keep their promises (Edelman, 2021; Sprout Social, 2021).

Why Authenticity Matters
It’s not enough for a brand to just say it supports a cause. People can tell if a company is being fake or only doing it for publicity. This is known as purpose-washing. That’s why authenticity is critical.
Brands need to walk the talk. If a company says it cares about the environment but uses plastic in all its packaging customers will notice. Purpose-driven advertising only works when it’s real honest and matches the company’s actions.

Final Thoughts
Purpose-driven advertising is more than just a trend – it’s a shift in how brands and people connect. By supporting social causes honestly and meaningfully, companies can build trust stand out and make a real difference in the world.

In a time when doing good matters more than ever purpose-driven advertising shows us that business and compassion can go hand in hand.

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Bags Corporate Social Crusader of the Year, Green Advertiser of the Year and best film for the categories TV/Cinema (Corporate) and Digital

7 April 2025, Ahmedabad: The Adani Group, India’s largest and fastest-growing integrated infrastructure conglomerate, shines at the IAA Olive Crown Awards by winning 4 gold awards across different categories. The Group was honored with the award for the Corporate Social Crusader of the Year, the Green Advertiser of the Year and the Pankha film was crowned with two gold awards for being the best film in the categories TV/Cinema (Corporate) and Digital by the Olive Crown Awards, which solely recognizes and celebrates creative excellence in communicating Sustainability.

Established in 1938, the International Advertising Association (IAA) is the only global association that represents Marketers, Advertisers, Advertising agencies, and the Media. It comprises 56 Chapters with members from 76 countries, including the top 10 economies in the world, and is headquartered in New York.

Mr Pranav Adani, Director, Adani Group, said, “Our green initiatives demonstrate our businesses’ critical role in safeguarding the planet for future generations. The Corporate Social Crusader of the Year award is a testament to our unwavering commitment. It underscores the positive impact of the Adani Group’s dedication to clean energy in enhancing the quality of life for millions of Indians. Our commitment to renewable and sustainable energy is a cornerstone of our broader efforts. We are deeply honored.”

Mr Aman Kumar Singh, President & Head of Strategy and Chairman’s Office & Group Head – Corporate Brand Custodian, said, “Winning these awards is a moment of immense pride for the Adani Group. This recognition is a tribute to the hard work and unwavering spirit of all Adanians. This film goes beyond the scale, size and speed of the Adani Group, highlighting the profound impact the Group is creating in the lives of common people. The film not only celebrates the indomitable spirit of ‘Hum Karke Dikhate Hain’ (#AdaniHKKDH) of today’s India and Indians but also reflects Adani’s steadfast commitment to building a bright future for all.”

The award ceremony was held in Mumbai, with the Hon. Speaker of the Maharashtra Assembly, Shri Rahul Narwekar, as the guest of honour. Mr Ajay Kakar, Head – Corporate Branding, Adani Group, received the award on behalf of the Group celebrating this remarkable milestone.

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By Mr. Chandan Sharma, General Manager- Digital Media, Adani Group

The global Gen-AI revolution has, over the past couple of years, positioned AI into a trusted ally for business growth. Interestingly, besides assisting businesses with speedy content creation and optimization, AI today is simultaneously attempting to change the fundamentals of how humans seek and come across content online. Right now, more than ever before, AI has taken the centre-stage in transforming search and discovery of content (be it in the form of text, images, products or anything else) across the ‘webverse’. We may become ignorant for a shorter while but the changes being made by AI is irreversible and inevitable.

Reviewing 2024 Strides: AI Meets Online Content Search

In October last year, OpenAI announced the launch of ChatGPT Search – which was made capable of searching real-time information from the Internet, enabling users to get up-to-date answers to their queries and relevant links just by conversing with it. Thereafter, in December 2024, they made ChatGPT Search available to all ChatGPT users, including free users, marking a pivotal moment in the constantly-evolving future of the web. Earlier in the year, Gartner predicted a 25% decline in traditional search engine (read Google/Bing search) volumes by 2026, owing to growing dominance of AI-powered chatbots, answer engines and virtual agents. Another breakthrough development in the previous year was the entry of Google’s Search Generative Experience (SGE) aka Google AI Overviews (AIO).

As per a latest BrightEdge report, Google AIO, which has already expanded to over a billion users, is gaining significant traction in recent months while becoming increasingly stable and authoritative. The same report also projects ChatGPT Search is likely to capture 1% share of the online search market by the end of this year, even as Google continues to reign with over 92% market share. For several years now, media companies like Spotify and Netflix have been employing AI to provide smart recommendations and enhance content discovery for their users. Realizing several years ago that the future of search and content discovery will be driven by AI, Google was the pioneer to integrate machine learning (ML) into its algorithms like RankBrain. Today, not just Google, but also Meta, Perplexity, Microsoft and so many other tech giants have reportedly invested heavily in AI technologies towards enhancing user experiences and optimizing content discovery.

How AI is Defining Search Algorithms in 2025, and its Implications

Entering 2025, we’re today evidently standing at the cusp of an era where AI will predominantly steer online search, content discovery and algorithms. But how exactly is AI impacting the evolution of algorithms, which form the backbone of content delivery on the Internet?

With constant advancements in Natural Language Processing (NLP) and ML innovations, AI systems have now become extremely sophisticated, powerful, and capable of processing vast amounts of data in real-time, enabling them to identify user behaviour patterns and trends. They are then using these datasets to refine, personalize and improve the content discovery experience – currently led by Google search. This essentially means that going ahead, in 2025 and beyond, we start getting more and more personalized search results and recommendations, and customized content feeds on Google and social media. It also allows for higher rates of discovery of online content tailored as per our specific interests or preferences.

Advances in NLP and deep learning – both subsets of AI – are facilitating highly accurate semantic understanding for modern search engines, which means that Google is getting adept at understanding the underlying intent and context behind search keywords or phrases. For marketers and brand-builders, this implies that instead of keyword stuffing, modern website/blog content must optimize to match user intent and provide valuable, authentic and high-quality information, as has been also advocated by the E.A.T. (Expertise-Authoritativeness-Trustworthiness) framework of Google.

The Way Forward

AI-based tools and technologies are not only positively shaping our search experience across platforms, but also acting as the driving force behind the growing of AI-powered chatbots, answer engines and voice assistants like Alexa and Siri, thus constantly adding new and convenient dimensions to online content discovery. Given the breakneck speed at which AI is progressing and impacting the online search and content discovery ecosystem, it can seem daunting to catch up. While the endeavour to adapt is the need of the hour for staying ahead of the curve, it isn’t necessarily too complicated – for now, all that businesses should do is to focus on optimizing their content to cater to AI-powered search algorithms, using a balanced mix of Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) strategies.

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Bengaluru, 4 July 2024: ACC, the cement and building material company of the diversified Adani Portfolio, is proud to be the winner of the Golden Peacock Environment Management Award for the sixth time from the Institute of Directors, a global authority on corporate excellence. It highlights the benchmarks set by the Company with its comprehensive and steadfast adherence towards sustainable practices.

Mr. Ajay Kapur, CEO – Cement Business, Adani Group, said, “This recognition is a testament to our constant commitment towards sustainability. By embracing a robust governance structure towards each of our Environment, Social, and Governance (ESG) pillars, we have been successful in embedding a culture of sustainability into our people and across our organisation. This approach ensures our performance exceeds beyond compliance and sets new benchmarks.”

ACC has been recognised with this Golden Peacock Award, for its robust governance system towards environment management, adoption of ISO 14001 (EMS) certification for its plants, regular internal and external audits, strong environment compliance system, and the utilisation of innovative technologies for environment protection.

ACC remains committed to climate change mitigation being the first cement company to sign the Net Zero 2050 pledge and has its short term (2030) goals validated by the Science Based Targets initiative (SBTi).

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