Rewriting the future

Leveraging generative AI for green UX

Lisbon's stony architecture provides an unexpected home for these resilient green trees. I often wonder about their secret to survival.

In my previous article, "Words have power," I explored how crucial UX content design is for building a more sustainable digital world. We looked at the big potential our field has to create a greener future by using less digital resources, telling engaging stories that promote change, and helping people make eco-friendly choices. Following that, in "Beyond good intentions," I discussed the serious issue of greenwashing in the UX field, stressing the need for us to be alert and ethically question any misleading sustainability claims.

Now, a game-changing technology has arrived: generative AI. This fast-developing tool, which can create text, images, and more, is set to reshape our industry. This leads to a key question: can generative AI truly be a partner in our shared effort to protect the planet, especially when we consider it from a UX perspective?

I strongly believe the answer is yes, but with an important condition: we must use its power responsibly, ethically, and with a deep understanding of its own impact.

Generative AI: boosting green UX efforts

Thinking about the main ideas behind green UX – efficient digital experiences, stories about sustainability that connect with people, and empowered individuals – generative AI can really speed things up and enhance these areas:

• Making things more efficient and reducing digital waste: remember when we talked about digital waste? Generative AI can help us cut it down significantly. Imagine an online store's product page where AI can analyze long descriptions and customer reviews to create short, easy-to-understand summaries for people, which also makes the page load faster. Plus, AI can smartly choose and optimize images based on what people actually look at, using less data.

• Creating stories about sustainability that connect: as UX professionals, we're natural storytellers. Generative AI can help us tell even more compelling stories that encourage sustainability. For example, a clothing brand focused on sustainability could use AI to create unique and informative stories for each product, detailing its eco-friendly materials, ethical production methods, and how long it's expected to last, helping environmentally conscious people feel more connected.

• Helping people make sustainable choices: generative AI can be key in designing experiences that really help people choose more sustainable options. Think about an app that helps manage energy use. It could use AI to give personalized tips on saving energy based on how each person uses it, and even send helpful reminders at the right times.

Generative AI: a tool to spot and reduce UX greenwashing

The potential of generative AI goes beyond just improving green UX. It can also be a powerful tool in our fight against greenwashing:

• Smartly finding greenwashing language: imagine AI systems trained to spot common phrases and words used in greenwashing within UX content, like overusing terms such as "eco-friendly" or "natural" without real proof. This smart detection can help UX writers and content strategists question these claims and ask for solid data.

• Making things more transparent and real: consider how AI could be used to look at what competitors in the "green energy" sector are saying. By quickly going through lots of website content, AI could find patterns of potentially misleading language and even create a "greenwashing score" to compare them, giving valuable information to companies aiming for genuine honesty in their sustainability messages.

Navigating the ethical and sustainable use of generative AI for green UX

As we use the powerful abilities of generative AI, we need to be careful to ensure we're using it ethically and in a way that doesn't harm the planet. It's a strong tool, and like any tool, it can be used for good or bad. When it comes to green UX, we need to think about several important things:

We can't just let AI make ethical decisions for us. For example, if an AI suggests using certain keywords to make a product seem more "eco-friendly," UX professionals still need to check if those claims are actually true. Just blindly following AI's suggestions without our own judgment could easily lead to greenwashing, even if we don't mean to.

Also, respecting people's privacy is crucial. If we're using AI to give personalized tips on sustainability, we need to make sure we're handling their information responsibly and openly. An app that helps manage energy, for instance, needs to keep the data it uses to give advice safe and secure.

We also need to be aware of "AI greenwashing". This is when AI is used to create a fake impression of sustainability. An AI might suggest making a website look very "green" even if the company isn't really committed to being environmentally friendly. Our job is to make sure AI helps us be truly sustainable, not just create a misleading image.

Another important point is bias in AI. AI learns from the data it's trained on. If that data is biased, the AI might also give biased results. For example, energy-saving tips from an AI trained mainly on data from one type of household might not be helpful or fair to everyone.

Finally, we need to think about the environmental cost of AI itself. The powerful computers needed to train and run these AI systems use a lot of energy. So, we should use AI thoughtfully, focusing on the areas where it can make the biggest positive impact and pushing for the development of AI that uses less energy. We should always ask if AI is the most sustainable and necessary solution for the UX challenges we face.

Rewriting the future: working together responsibly with AI for green UX

Generative AI offers a unique chance for UX content designers to increase our positive impact on the planet. Its ability to make digital experiences better and more efficient, create compelling sustainability stories, and fight against greenwashing is huge.

However, we must use this powerful technology with a strong sense of responsibility and a clear understanding of its ethical and environmental implications. By being aware of its potential downsides and actively working to use it ethically and sustainably, we can all help create a future where digital innovation and environmental care go hand in hand.

Are you ready to explore this exciting new area of green UX, with generative AI as a valuable tool, used thoughtfully, ethically, and sustainably?

Beyond good intentions

Navigating the murky waters of greenwashing in UX

Summer bike ride past a sunflower field and its giant silver balloon friend, likely keeping birds away – and looking fun!

In my previous article, "Words have power," I explored the incredible potential we, as UX content designers, possess to shape a more sustainable digital future. We talked about reducing digital waste, crafting narratives for change, and empowering users to make eco-conscious choices. It was a call to action, fueled by optimism and a belief in our collective ability to rewrite the future, one sentence at a time.

But the path to a sustainable future isn't paved with good intentions alone. As the urgency for environmental action grows, so too does the risk of greenwashing – that deceptive practice of portraying products or services as more environmentally friendly than they truly are. And unfortunately, the world of UX is not immune.

The green hue of deception: greenwashing in the digital realm

Greenwashing isn't new. We've seen it in advertising for decades. But in the digital space, it takes on a subtle, yet equally insidious form. Think about it:

• Superficial sustainability features: a website proudly displays a "carbon offset" badge but lacks transparency about the offset projects or the company’s overall emissions reduction strategy. A prominent "eco-friendly" label appears next to a product with minimal actual sustainable attributes.

• Vague language and empty promises: phrases like "eco-conscious," "planet-friendly," or "sustainable choice" are sprinkled liberally across interfaces, without concrete data or verifiable claims to back them up. These buzzwords create an illusion of responsibility without requiring any real commitment.

• Misleading visuals: green color palettes, images of lush nature, and icons of leaves and globes are used to evoke an environmentally friendly image, regardless of the actual sustainability performance of the product or service. Design becomes a tool to mask unsustainable practices.

• Focus on trivial actions, ignoring the bigger picture: a platform might highlight a feature that reduces server load by a fraction of a percent while ignoring the massive energy consumption of its data centers or the unsustainable practices within its supply chain. Focus is shifted to minor actions to distract from significant shortcomings.

• "Sustainable" as a premium feature: green options are sometimes presented as premium add-ons, implying that sustainability is an optional extra rather than an inherent responsibility. This creates a sense of exclusivity around environmental consciousness, when it should be the norm.

Why greenwashing in UX is a problem (and why we need to care)

Greenwashing in UX is more than just misleading marketing. It's detrimental for several reasons:

• Erosion of trust: users are becoming increasingly savvy and sensitive to greenwashing. When they encounter deceptive claims, it breeds cynicism and distrust, not just towards specific brands but towards the entire concept of sustainable business.

• Undermining genuine efforts: greenwashing overshadows and devalues the work of companies genuinely committed to sustainability. It makes it harder for consumers to discern authentic efforts from superficial marketing ploys.

• Delayed action: by creating a false sense of progress, greenwashing can actually hinder real action towards a sustainable future. If people are led to believe that solutions are already in place, they may feel less urgency to demand meaningful change.

• Ethical responsibility: as UX professionals, we have a responsibility to be honest and transparent with users. Participating in greenwashing, even unintentionally, compromises our ethical integrity and damages our credibility.

The UX professional's role: from advocate to watchdog

So, what can we do? Instead of becoming unwitting participants in greenwashing, we can become its most effective critics and mitigators. Here’s how:

1. Ask critical questions: when tasked with incorporating sustainability messaging, don't just take claims at face value. Ask for data, for evidence, for specifics. Challenge vague statements and demand transparency. "What exactly makes this product eco-friendly? Can you show me the lifecycle analysis? What are the company’s concrete sustainability goals?"

2. Demand specificity and avoid jargon: push for clear, concise language that avoids vague buzzwords. Instead of "eco-friendly," advocate for descriptions that highlight specific sustainable attributes: "Made with 80% recycled materials," "Reduced carbon footprint by 30% compared to previous model," "Packaged in biodegradable materials."

3. Champion clarity and honesty: design interfaces that prioritize transparency. Provide users with the information they need to assess the validity of sustainability claims. Link to reports, certifications, and independent verification where possible.

4. Design for user empowerment, not manipulation: avoid using design to emotionally manipulate users into believing in false sustainability narratives. Instead, empower them to make informed choices by providing them with accurate and accessible information.

5. Educate stakeholders (again!): just as we advocated for sustainable UX in the first article, we now need to educate stakeholders about the dangers of greenwashing. Explain how it can damage brand reputation, erode user trust, and ultimately undermine genuine sustainability efforts. Position honest and transparent communication as a key element of good UX and long-term brand value.

6. Be the voice of authenticity: as UX content designers, we are the guardians of language. We can be the voice of authenticity within our organizations, pushing for genuine sustainability and calling out misleading messaging when we see it.

Moving beyond the green facade: towards genuine sustainable UX

The journey towards a sustainable digital future is complex and nuanced. It's not just about adding a green veneer to existing practices. It's about fundamentally rethinking our approach to design, development, and communication.

Let's continue to be passionate advocates for sustainable UX. But let's also be vigilant watchdogs, ensuring that our efforts are genuine, transparent, and truly impactful. Let's use our words and our design skills not to greenwash, but to green-truth, empowering users to navigate the complexities of sustainability and make informed choices that contribute to a healthier planet.

It's time to move beyond the green facade and demand real, meaningful change. Are you with me?

Words have power

Designing a sustainable digital future, one sentence at a time

A relic from my pandemic walks: this 'Make Love Not Cos' sign, sadly no longer there, brought a smile to my face every week

Let's be honest, as UX content designers, we often feel like we're fighting for a seat at the table. We’re the ones advocating for clarity, for user-centric language, for accessibility. But what if we started fighting for something even bigger? What if we used our words to fight for the planet?

I’m convinced that we, as a community of UX writers and content strategists, hold a key to unlocking a more sustainable digital future. It's not just about adding a "sustainability" section to a website; it’s about fundamentally changing how we approach our craft. It's about recognizing the profound impact our words have, not just on user behavior, but on the planet itself.

Beyond clicks: confronting the reality of digital waste

Think about it: every click, every page load, every unnecessary image contributes to the growing problem of digital waste. We, as UX content designers, can directly influence this. We can streamline user flows, simplify complex information, and advocate for leaner, more efficient digital experiences.

But how do we convince stakeholders that reducing digital waste is worth the effort? We frame it as a win-win. We show them the data: faster loading times improve user satisfaction and conversion rates. We explain that minimizing server load saves money on energy costs. We connect the dots between good UX and environmental responsibility. We show them that sustainable UX is simply better UX.

This means collaborating with developers, pushing for optimized images, and ruthlessly cutting unnecessary code. It means challenging the status quo of bloated websites and demanding a more sustainable approach to development. It’s about forging alliances and making them understand that green UX is not just a niche concept; it's the future of our industry.

Crafting narratives for change: promoting sustainable choices

We are storytellers. We craft narratives that guide users through digital experiences. So, why not use our skills to tell stories about sustainability? Why not use our words to promote eco-friendly products and services, to encourage sustainable behaviors?

We can move beyond generic platitudes and delve into the specifics. Instead of simply saying "eco-friendly," we can highlight the recycled content, the reduced packaging, the lower carbon footprint. We can use data and storytelling to connect with users on an emotional level, showing them the tangible impact of their choices. We can use keywords like "circular economy", "regenerative agriculture", and "environmental footprint" to not only improve SEO but also introduce users to new concepts and ways of thinking.

But to do this effectively, we need to collaborate with marketing teams, with product managers, with everyone involved in shaping the user experience. We need to convince them that sustainability is not just a marketing gimmick; it's a core value that should be woven into the fabric of our products and services.

Empowering users: designing for sustainable behavior

We have the power to influence how people interact with the world around them. We can design experiences that encourage sustainable behaviors, from reducing energy consumption to conserving water to minimizing waste.

We can provide clear, actionable tips, using empathetic and empowering language. We can design prompts and nudges that gently guide users towards more sustainable choices. We can incorporate principles of behavioral science to make sustainable actions easier and more appealing.

This requires collaboration with behavioral scientists, with environmental experts, with community leaders. We need to bring diverse perspectives to the table to create truly impactful change.

A call to action: let’s rewrite the future

This isn't just about adding a few keywords or optimizing a few images. This is about a fundamental shift in how we approach our work. This is about recognizing the power we have as UX content designers to shape a more sustainable future.

Let’s stop asking for permission and start taking the lead. Let’s start pushing for content design for sustainability to become a core part of our practice. Let’s start collaborating with everyone we can to create a truly sustainable digital world. Let’s rewrite the future, one sentence at a time. I believe we can do it. Do you?