James Martin

Making tech more sustainable and responsible, through training and consulting

Using AI without costing the earth: Frugal AI

Generative AI impacts the planet at least 3 times more than previous IT services

Problem: AI's impacts are huge, and growing

Do we always have to use the most popular AI services? They're often the most impactful

Challenge: Question the "big AI" habit

AI's impacts can be reduced by hundredfolds, by leveraging Frugal AI - if you do need AI at all :)

Solution: Frugal AI is a game-changer

This is not a course you complete. It's a practice you begin. The skill of hearing what your market needs before they have words for it.

AI Research Leader •Ex-Meta, Uber, Apple

Uber

Apple

Google

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Abi Awomosu

AI Research Leader • Ex-Uber, Meta •  Bestselling Author of 'How Not to Use AI'

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Most practitioners don't struggle with access to data. They struggle with knowing what matters — and AI made it worse, not better.Most AI research courses teach extraction: summarize quicker, automate the asking, replacing the human with the synthetic.The Billion Person Focus Group® does the opposite. You use AI as a listening partner to access patterns from places where people actually gather and speak unfiltered— forums, communities, support tickets, sales calls, product data.Triangulate across sources. Bring receipts. Then hand off what you find to surveys, interviews, or experiments.Discovery first. Validation second.This isn't "move fast and break things." It's see first—act once.In two days, you’ll apply this to a real high-stakes decision and leave with:<ul><li>Visual market landscape maps</li><li>3–5 decision-ready hypotheses</li><li>A ready-to-run Listening OS — agents, workflows, cookbooks — customized to your market</li><li>A validation plan you can execute Monday</li></ul>And you keep everything — for the next launch, the next client, the next pivot. Stop renting insights. Start owning the capability.

See what your market really needs — before it's obvious or too late.

See your market as it actually exists— not how dashboards flatten it

Identify emerging market trends before they become mainstream.

Hear what your market needs before they have words for it

Assemble AI advisors that shape decisions  — not yes-machines who confirm

Move at AI speed and still trust what comes back

Stop renting insights or more AI tools — develop internal intelligence you keep

The course is taught primarily using Claude, but the methodology works across platforms. No technical skills required.

Familiarity with AI tools — you've used ChatGPT, Gemini, Claude or similar. 

Researchers &amp; Insights Professionals. AI tools summarise fast but insights got thinner. You used to find the unexpected. This brings it back

Strategists, Marketers &amp; Consultants. You're paid to see what's next but AI gives you what's already obvious. This is how you see first.

Founders, Product Leaders &amp; Builders. You build for people but somewhere you stopped hearing their needs. This is the direct line back.

Build expertise in AI sustainability, the fastest-growing emissions challenge, and drive measurable impact

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Thought Leader in Digital Sustainability

Pascal Joly

Sustainability Tech Expert: AI Carbon Measurement Pioneer & IT Climate Educator


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In just 4 weeks, this course will enable you to:<ul><li>Understand AI's environmental impact and sustainable AI principles</li><li>Measure AI's carbon footprint using industry frameworks</li><li>Optimize AI workloads to reduce carbon and cost</li><li>Build ROI cases to justify sustainable AI strategies to leadership/clients</li></ul>What's included:<ul><li>1 weekly 90min live session</li><li>1 weekly optional office hour session</li><li>Hands-on weekly projects applying real-world use cases</li><li>Final capstone project: build and present your own action plan</li><li>Monthly guest speaker sessions with industry experts and alumni</li><li>Lifetime access to recordings and course materials</li><li>Community of peers for ongoing learning</li></ul>Questions or group discounts? Contact pascal@itclimateed.com

Master sustainable AI: measurement, optimization, strategy.


Understand AI's environmental impact

Master Sustainable AI principles

Learn measurement frameworks

Build optimization strategies

Understand ROI and regulations

Create your implementation roadmap

Sustainability Consultants will gain the expertise to advise your clients on sustainable AI/ML strategies and implementation.

Sustainability Managers build expertise to lead your organization's sustainable AI initiatives and drive impact.

Product Managers will develop deep AI sustainability knowledge to enhance your product offerings and differentiate in the market.

Build practical skills to evaluate and reduce AI’s climate impacts. 

Taught Sustainable AI course at MIT

Harvard Business School

Jennifer Turliuk

Taught about AI and climate at MIT, Harvard Business School & Google Fellowship

Explore the climate harms and benefits of AI, and strategies for making AI more sustainable.

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This hands-on bootcamp explores the intersection of AI and climate, offering participants foundational knowledge and practical skills. No technical skills are required. Attendees will delve into the climate harms of AI, the potential climate benefits of AI, the net climate impact of AI, and strategies for making AI more sustainable. Participants will transform theory into action through hands-on projects. You'll have the opportunity use intuitive low-code/no-code tools to create an AI application, with optional opportunities to leverage coding for those interested in further technical learning. Learn the fundamentals of sustainable AI, including building an AI solution - while addressing pressing challenges in sustainability. The program concludes with a capstone activity in which participants develop and present a project with the aim of making AI more sustainable; it can be a prototype, policy, framework, venture concept, art piece, or something else. Whether you're new to AI and climate or experienced, this bootcamp provides a platform for innovation and impactful problem-solving. Join us to learn, build, and create solutions for a sustainable future!

AI is harming the climate. Learn strategies to make AI more sustainable.

Evaluate the net climate impact of AI systems

Identify strategies to reduce AI’s climate impacts

Build a sustainable AI project 

Define your role in the future of sustainable AI

No prior experience with AI or climate is required. Knowledge of AI and climate science is helpful but not necessary. 

No technical skills required

Sustainability leaders: learn how to evaluate the climate impacts of AI.

Management consultants: gain insights to integrate AI, energy and climate into your work

Product Managers, Engineers, Consultants, Policymakers

Understand AI's environmental cost. Master carbon and water impacts. Become a credible expert on AI and Sustainability.

Sustainability Director, Board advisors

Nina Benoit

Director of Sustainability at Brightest & Board of Advisors at GreenPT

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You're navigating a critical time: climate goals matter more than ever, but AI adoption is accelerating at a crazy pace.Whether you're leading sustainability efforts in your organization, advising clients on responsible AI, or building expertise as you enter the field, we all have the same questions."What's the real carbon cost of different AI models? What about water consumption?"Yet it's hard to get information and nothing brings it all together into a coherent framework.This course changes that.You'll learn the real numbers: how different AI models consume energy and water differently, what drives carbon emissions in training versus inference, and how to lower your footprint. Then you'll master the practical side: which models to use for your sustainability work and how to implement AI tools that makes you life easier and get ahead of the curve.After completing this course, you will have a clearer perspective on the pros and cons of using AI, when to use it and how to leverage it for sustainability.

A practical guide for sustainability professionals wanting to use AI.

Understand the Environmental Footprint of AI

Learning how to minimize your footprint

Learning how to use AI for Sustainability 

Sustainability managers and directors

Career transition to sustainability

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Introduction and Agenda Overview

The Growing Environmental Concerns of AI Data Centers

The Current Environmental Impact of AI: Electricity, Water, and Hardware

The Acceleration of Fossil Fuel Use in AI: Elon Musk's Colossus and Gas Power

Defining Frugal AI: Doing More with Less Impact

Do You Really Need Big AI? Evaluating Common AI Use Cases

How Generative AI Works: Understanding Tokens and Their Impact

Token Minimizing: Choosing the Right AI Modes

The Environmental Impact of Different AI Formats: Text vs. Image vs. Video

Choosing the Right Models: Introducing the Frugal AI Switchboard

Greener Prompting: The CO-STAR Framework and Caveman Plugin

Key Takeaways and Conclusion on Frugal AI

Q&A Session: Hyperscalers, Jevons Paradox, and Engaging Companies

Executives and senior leaders who set strategy, lead teams, and drive organizational outcomes.

Broad professional audience — content relevant across many roles and functions.

Applying AI tools and techniques to professional workflows — assign alongside more specific AI topics.

Establishing policies, ethics frameworks, and oversight for responsible AI use in organizations.

Using AI without costing the earth: Frugal AI

What you'll learn

Why this topic matters

You'll learn from

James Martin