Grove Collaborative and Gravity partner for open-source sustainable AI
This move represents a significant step for the consumer products industry in aligning AI advancements with sustainability goals.
USA – Grove Collaborative, the world’s first plastic-neutral retailer and a leader in sustainable consumer products, has recently launched a pioneering open-source approach to measure the environmental impact of artificial intelligence (AI).
In collaboration with Gravity, its existing carbon accounting platform, Grove has committed to measuring, mitigating, and publicly reporting the AI-related carbon footprint associated with its operations.
This initiative marks Grove as the first retailer to transparently disclose AI emissions and issue a methodology that other industries can adopt for sustainable AI use.
The partnership with Gravity has led to the development of a detailed, open-source formula that calculates AI-related carbon emissions based on factors such as compute time, server power, and grid emissions.
This formula provides companies with a baseline understanding of their AI emissions, which is critical to identifying reduction and mitigation strategies.
Gravity’s CEO and founder, Saleh ElHattab, underscores the importance of accountability in AI, stating, “Measuring the impact of the products and services we use has always been an input into understanding the levers a company has to improve its sustainability and operational efficiency.”
“With AI’s proliferation and energy intensity, we’ve partnered with Grove to deliver an early blueprint for tracking an organization’s consumption of these new tools.”
Grove estimates that its AI-related emissions in 2025 will total approximately 17.8 metric tons of CO2 equivalent, accounting for about 6% of its 2024 business travel emissions.
The company utilises AI to enhance workflows, creative development, and predictive modelling, striking a balance between innovation and environmental responsibility.
This collaborative initiative is poised to raise industry standards for sustainable AI and is expected to be further detailed in Grove’s 2025–2026 sustainability report.
This time-based model, grounded in current science and data, enables organizations to measure and mitigate the environmental impact of both LLM and non-LLM AI tools.
In a addition, Grove has announced new sustainability targets focused on AI, including integrating AI-related emissions into Scope 3 carbon reporting and investing in nature-based offsets.
The company also aims to reduce AI emissions, prioritize eco-conscious AI tools, and encourage broader industry accountability.
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