Snippet
AI
Culture
Digital
Sustainability
4 min read

Turning yourself into an AI Barbie is the worst, most wasteful way of using artificial intelligence

Climate change trend warriors seem to forget just how much energy this technology uses 

Jean is a consultant working with financial and Christian organisations. She also writes and broadcasts.

An AI generated image of a Barbie-like Toy
AIn a Barbie world.

If you spend any time on any social media platform you would have probably seen the ChatGPT Barbie trend. Resembling packaged toys, the AI depicts you like a doll or action figure. At first, I thought I was only seeing it because of the LinkedIn algorithm. But then I started to see articles in my feed from mainstream media outlets teaching people how to do it.  

Generally, speaking, I am not a trend follower. I am one of those annoying people who doesn’t get involved with what everyone is doing just because everyone is doing it. Thankfully, I don’t suffer from FOMO (the Fear Of Missing Out) and I don’t think I am swayed much by peer pressure. But I like to stay informed about what is going on. So I can have something to talk about when I meet people in new settings and to remain relevant. So, when this started popping up in my feeds, I investigated it, and I was pleasantly surprised. 

I am not anti-AI. I have embraced and seen the benefits of AI in my own life (this sounds a bit weird, but I think you get my point). I understand and accept that it will, can and has improved productivity and creativity. I use ChatGPT all the time for social media content and captions, brainstorming, titles for articles, coding problems, research and language translations.  

But like many, I have long been sceptical about the growth of AI use and the viability of its long-term sustainability. I wouldn’t describe myself as a climate warrior, but I do believe that we have a responsibility to ourselves and the generations after us to use the finite resources of the planet frugally. The AI-powered Barbie trend throws that out of the window.  

The current Trump administration has facilitated a shift away from ESG (environmental, social and governance) targets in the world of business. For the most part, the criticism of this in the media (social and mainstream) has been focused on DEI targets. But perhaps, in the face of slow economic growth and because this began before the Trump administration took office, the move away from environmental targets or what I would call environmental stewardship, or frugality has received limited coverage.   

I have never understood why proponents of the climate emergency, have made themselves bedfellows and in some cases, wholehearted supporters of the AI revolution. A typical data centre uses between 11-19 million litres per day water just to cool its servers, that’s the equivalent of a small town of 30,000-50,000 people. The International Energy Agency (IEA) predicts by 2030 that there will be a doubling of electricity demand from data centres globally equating to slightly more than the entire electricity consumption of Japan. This growth will be driven by the use of AI in the US, China, and Europe. That’s why vocal support of the climate emergency and advocating escalated transition to AI, as is the position of the UK government, currently seems paradoxical to me.  

This isn’t hyperbole, Sam Altman, CEO of Open AI recently tweeted asking folks to reduce their use of the ChatGPT’s image generator because Open AI’s servers were overheating.  

That is why I have been pleasantly surprised, by some of coverage on the Barbie trend. Arguments are now being made more loudly about the true cost of unlimited AI expansion.  

I am not against progress or AI expansion entirely, and I have some support for the argument that governments have pursued net zero policies at a rate that is impractical, expensive and unviable for the average consumer in Western democracies. However, the Barbie trend reveals our tendency to choose waste and consumption for fleeting pleasure. For many of us, we have probably just thought, ‘It’s just a bit of harmless fun’. But the truth is it isn’t, it’s just that we can’t see the damage we are doing to the environment. That’s without going into the financial and privacy costs associated with the AI revolution. It really is a case of that age old adage, ‘Out of sight, out of mind’.  

The challenge is now that we know, what do we do? Do we continue to be part of wasteful AI trends? Or do we use AI to add value, increase productivity and solve problems?  

Celebrate our 2nd birthday!

Since Spring 2023, our readers have enjoyed over 1,000 articles. All for free. 
This is made possible through the generosity of our amazing community of supporters.

If you enjoy Seen & Unseen, would you consider making a gift towards our work?

Do so by joining Behind The Seen. Alongside other benefits, you’ll receive an extra fortnightly email from me sharing my reading and reflections on the ideas that are shaping our times.

Graham Tomlin
Editor-in-Chief

Article
Character
Culture
Film & TV
Purpose
6 min read

Tom Cruise’s Ethan Hunt offers a blueprint for life

The latest in the Mission:Impossible franchise dares to ask some surprisingly existential questions

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

Tom Cruise runs.
What happens we he stops running?

When it comes to action movies, most of us aren’t looking for philosophical musings as much as a dose of adrenaline-fuelled escapist entertainment. Few franchises understand this better than  Mission: Impossible, which has consistently delivered on that front—train wrecks, car chases, gun battles, bomb blasts, submarine fights, knife fights, fist fights, dog fights, and, of course, running. Lots of running. 

The latest blockbuster in the franchise, Mission: Impossible – The Final Reckoning — which Tom Cruise has suggested may be his last outing as Ethan Hunt — is no exception. But alongside its brilliantly choreographed action scenes, the film also dares to ask some surprisingly existential questions. 

Who wants to live forever? 

Tom Cruise has achieved legendary status not just for his acting, but for his relentless dedication to performing the most technically demanding stunts in cinema history. Over the years, he’s scaled the Burj Khalifa, clung to the side of a plane during take-off, parachuted from 25,000 feet, flown helicopters through perilous terrain, and held his breath underwater for more than six minutes—without a stunt double in sight. 

Now 62, Cruise would be forgiven for taking it easier. Instead, after performing in what one director has called the most ambitious stunt in cinematic history: launching a motorcycle off a cliff, a mid-air dismount, followed by a parachute drop in the previous movie, Cruise has upped the ante again by engaging in an aerial battle atop a biplane flying at 10,000 feet. This involved climbing onto the wing of a moving aircraft travelling at 145 mph enduring hurricane-force winds, while the pilot performed manoeuvres designed to dislodge him. 

Cruise has become something of a cultural symbol of immortality. His character, Ethan Hunt, continually evades death, rarely stopping to mourn the losses of others—even those closest to him. But this film feels different. It asks how long someone—real or fictional—can continue to outrun death. 

Watching Hunt - and Cruise - cheat death time and again may be entertaining, but it also taps into something deeper. A recent COMRES survey revealed that the top four human fears are all death-related: dying in pain (83 per cent), dying alone (67 per cent), being told they’re dying (62 per cent), and dying in hospital (59 per cent). Final Reckoning doesn't just distract us from these fears—it subtly forces us to confront them. No matter how fast, fit, or famous we are, none of us gets out alive. 

What is life really about? 

Because the line between Ethan Hunt and Tom Cruise is now so thin, Dead Reckoning plays almost like a eulogy to both. The film opens with a message of thanks from the President of the United States: 

“Good evening, Ethan. This is your President. Since you won't reply to anyone else, I thought I'd reach out directly. First, I want to thank you for a lifetime of devoted and unrelenting service… Every risk you've taken, every comrade you've lost, every personal sacrifice you’ve made, has brought this world another sunrise.” 

The sentiment feels a little self-indulgent. The camera rarely leaves Cruise, and nearly everything and everyone else feels like a garnish to his character. He gets the best lines, the best cars, the best love interests, the best scenes. At times, Dead Reckoning feels a little like Mamma Mia! — a loose thread of a plot connecting a series of spectacular set-pieces rather than musical numbers. 

Still, as the franchise nears its end, it’s bittersweet to say goodbye to a character who’s become part of global popular culture. And it prompts a deeper question: If we can’t look back on our lives and say we gave the world another sunrise, what does make a life well-lived—for those of us who don’t defuse nuclear bombs before breakfast? What have we personally sacrificed for the greater good?  

Who Is expendable? 

With a body count hovering around 500, the Mission:Impossible series has never shied away from collateral damage. Ethan Hunt has always been portrayed as someone willing to expense the few to save the many. 

But The Final Reckoning confronts that idea. It reintroduces William Donloe, a minor character from the original 1996 film, who was the CIA analyst that got reassigned to a remote outpost in the Bering Sea after Hunt famously infiltrated his high-security vault - in that iconic scene where Cruise is suspended from the ceiling, inches above a pressure-sensitive floor, and drops his commando knife, point-first, into the desk. Now, decades later, Hunt seeks him out to apologise. 

Surprisingly, Donloe responds with grace. He says the reassignment was the best thing that ever happened to him: it led him to meet the love of his life. Though he had lost everything in a house fire caused by Hunt’s team, he had managed to salvage the commando knife from the original vault heist and gives it back to Hunt as a token of his appreciation. 

This could have been a moment of genuine reflection for Hunt—a chance to reckon with the unintended consequences of his actions. Instead, it serves to reinforce the idea that even Hunt’s mistakes are somehow for the best. Hunt is presented as almost messianic—an infallible saviour whose instincts are always right. 

But this portrayal contrasts sharply with the biblical Messiah, who taught that no one is expendable. In Jesus’ teaching, every life matters, enemies are to be loved, and compassion is both the means and the end. The ends never justify the means. Love is the mission. 

Who Is my neighbour? 

One of the deeper themes of the film is the tension between loyalty to those closest to us and responsibility to the wider world. Hunt’s enemies consistently try to exploit his love for friends and family, exposing it as a vulnerability. On a number of occasions, the villains kidnap or threaten someone close to Hunt in order to manipulate him. He is faced with the dilemma - to save the one he loves, or to save everyone else? 

At one point, a character offers this reflection: 

“We all share the same fate—the same future. The sum of our infinite choices. One such future is built on kindness, trust, and mutual understanding, should we choose to accept it. Driving without question toward a light we cannot see. Not just for those we hold close, but for those we’ll never meet.” 

It’s a powerful line—one that challenges narrow tribalism in favour of a universal compassion. In recent years, some have tried to co-opt Christian ethics in support of nationalism, prioritising loyalty to family, faith, and country above all else. But this film’s ethos cuts across that narrative. 

In an age of toxic patriotism and growing division, it’s striking that an international superspy like Ethan Hunt seems to offer a profoundly global vision: act not only for those we love, but for the good of the whole world—even at great personal cost. 

Hunt’s worldview echoes a deeply biblical theology: every person has worth, and we’re called to love our neighbour—including those who don’t speak our language or share our culture. The franchise promotes a genuine Christian ethic of sacrificial love. And why not? At the heart of Christianity is the story of a God who sent His Son on a seemingly impossible mission to save the world. 

It’s hard to miss the moral and theological framework that underpins Final Reckoning. It is, perhaps, this foundation that makes Ethan Hunt’s character not only thrilling but deeply human. Amid the explosions, stunts, and spectacle, Mission: Impossible makes us think, and subtly reminds us that the greatest mission of all might be love. 

Support Seen & Unseen

Since Spring 2023, our readers have enjoyed over 1,000 articles. All for free. 
This is made possible through the generosity of our amazing community of supporters.

If you enjoy Seen & Unseen, would you consider making a gift towards our work?
 
Do so by joining Behind The Seen. Alongside other benefits, you’ll receive an extra fortnightly email from me sharing my reading and reflections on the ideas that are shaping our times.

Graham Tomlin
Editor-in-Chief