This week’s episode goes deep into one of the most complex and often misunderstood conversations around artificial intelligence: its environmental impact. Stuart Butler and Adam Stoker are joined by returning guest C.A. Clark, who first appeared back in Episode 7 to talk about AI ethics. This time, the three pick up a conversation that started off-mic and turned into one of the most challenging, thought-provoking discussions we’ve had on the show.



Before diving into the main topic, we kick off with Stu’s News and highlight Brand USA’s new “America the Beautiful” campaign website, built in collaboration with Mindtrip and Miles Partnership. The site uses conversational AI to blend search, social, and interactivity, pointing toward a future where destination websites become more dynamic, personalized, and conversational. We explore how this model could influence the way DMOs think about their digital ecosystems moving forward.



From there, the focus shifts to the heart of the episode: AI’s environmental footprint. This issue has generated headlines, hesitation, and heated debate—but also a lot of confusion. Together, we dig into:

 • Context and comparisons – Why asking about AI’s carbon emissions without comparing them to activities like streaming Netflix, scrolling TikTok, or eating a hamburger can be misleading.

 • Scale vs. individual use – A single AI prompt may have the impact of a few seconds of TV, yet the aggregate demand across millions of users raises larger questions about infrastructure and power.

 • Efficiency gains – Google’s latest research shows AI models becoming 33 times more energy efficient and 44 times lower in carbon footprint in just a year, underscoring how fast improvements are happening.

 • Industry focus – Why some boards and organizations risk becoming distracted by environmental arguments, potentially at the expense of preparing for seismic shifts in consumer behavior driven by AI.

 • The bigger picture – How AI might not only consume energy but also help us optimize industries, reduce waste, and solve environmental challenges we’ve struggled to tackle for decades.



Throughout the conversation, the three emphasize intellectual honesty over ideology. They call out the dangers of apathy, the risks of letting “AI fatigue” stall progress, and the need for DMOs to move beyond fear or excuses. Whether you’re an AI skeptic or already experimenting with it daily, this episode challenges you to think more deeply about the trade-offs, realities, and opportunities ahead.



Key Takeaways:

 • AI is far from carbon-neutral, but its impact per use is smaller than many fear—and shrinking fast.

 • Environmental comparisons matter: a hamburger, a flight, or a Netflix binge has exponentially higher impact than a ChatGPT prompt.

 • The conversation should shift from fear to strategy: how will AI reshape consumer expectations, and what must DMOs do now to stay relevant?

 • Experimentation is no longer optional—leaders who avoid AI risk falling behind as the pace of change accelerates.



Why listen?

This episode embodies what Destination Discourse aims to do: have honest, nuanced conversations that the industry might shy away from, while pushing professionals to ask tougher questions and prepare for what’s next. It’s not about telling you what to think—it’s about giving you the context to think differently.



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