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?  

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Review
AI
Culture
Film & TV
4 min read

Ethan Hunt is MI Jesus, and it’s ridiculous

The final instalment of Mission Impossible warns about AI, yet plays out as if written by a chatbot.
Tom Cruise playing Ethan Hunt in an open necked shirt looks perplexed.
Tom Cruise in action.

Is this the FINAL reckoning? I’m not sure. I hope so. There has been speculation whether Tom Cruise will reprise his role as Ethan Hunt in further franchise instalments. He has expressed interest, while also suggesting that the use of the word ‘final’ is purposeful and indicative. Let us all pray that he’s being honest. I mean…he must be exhausted. The stress and strain, the pressure and pain, that he puts his body through for every Mission Impossible film is approaching elder abuse – he is 62 after all. 

In a departure from tradition, Mission Impossible: The Final Reckoning is an immediate sequel to Mission Impossible: Dead Reckoning, which released in 2023. The series which has thrived on a formula of releasing stand-alone spy stories, allowing us to enjoy familiar characters in new scenarios, has decided to make a two-parter…although you wouldn’t know it. You don’t need to have seen Dead Reckoning to pay your money to watch Final Reckoning, as the script assumes you’ve not only missed the immediate prequel, but have never viewed any other Mission Impossible film.  

Goodness me, the film is plodding. It begins with a message from the President (Angela Bassett), delivered to Cruise’s super-spy Hunt. In previous instalments such messages have been a punchy way to set the stakes, roll the pitch, and then give the rest of the screen time over to remarkable action set-pieces. On this occasion we have an interminably long, and irritatingly portentous, monologue detailing why Ethan Hunt is the best of spies, the best of men, and essentially MI Jesus. The only man who can save the world from a literal apocalypse.  

The premise of the film is that the malevolent, power-hungry AI known as ‘The Entity’ (could no one have thought of a better name, REALLY!?), which Hunt failed to stop in the previous film, is now at large and tipping the world towards destruction. It is manipulating the media, gaslighting governments, and slowly infiltrating the nuclear arsenals of the world, all in preparation to annihilate most of the human race in a nuclear holocaust. It then plans to rule the remaining vestiges of humanity and create a new utopia for itself. Only Ethan Hunt can stop it…just as long as he convinces world leaders to trust him, finds the nuclear submarine where ‘The Entity’ originated, defeats hundreds of bad guys, and infiltrates a top-secret bunker in South Africa. 

We’re a world away from the lean and mean story of the first MI, where we only had the identities of CIA assets at stake! 

Its rubbish. Genuinely rubbish. 

The script is ripe. Nay! It is overripe. NAY! Burn the whole house down, because the brie has grown limbs and the fruit bowl is plotting your death. Every other conversation involves either Cruise pontificating on how the only way to defeat ‘The Entity’ is love and trust and the age of Aquarius, or someone explaining to Cruise how this mission is his destiny, because only he is good and pure enough to succeed. He’s MI Jesus, and it’s ridiculous. 

The film plods and plods and plods. The whole point of this franchise is to provide the viewer with regular, breath-taking action, and yet the first hour-plus is a litany of exposition and call-backs. Ethan travels to several European capitals, for about thirty seconds apiece, before formulating his plan. This is confusing and jarring, but to add to this pain, the audience is tortured with disorienting, quick-cut montages of Hunt’s previous adventures. The plot seems to be determined to link this final, world-ending catastrophe to his past escapades…except MI2…no one has love for that. 

Unfortunately, all these positives are packaged in such a self-aggrandising and cack-handed manner as to be rendered inert.

By the time the action really kicks in I was exhausted and in no mood. This is a shame, because the action is truly spectacular. A long sequence in a submarine – which is both well below safe diving depth, but is also slowly falling of an underwater cliff. A breath-taking fight between two biplanes. Gunfire galore. I recognised its brilliance on an intellectual level, but enjoyed none of it. I was too damned bamboozled by over an hour of nonsense beforehand. 

The performances are fine. Cruise is the last remaining true action star, putting himself through a gruelling regimen to ensure he performs his own stunts. This shows on the screen and is very much appreciated and commendable. Simon Pegg returns as Benji to provide the comic relief. Ving Rhames’ Luther has a brief appearance which is bitter-sweet and lovable. Henry Czerny and Rolf Saxon are delightful additions – the only call-backs to the first film which don’t irritate, and actually elevate the film. 

Mission Impossible: Final Reckoning is fine. It is serviceable. It delivers the heart-stopping thrills. It has timely theme: of what true humanity and human relationship is in a world dominated by AI, technology, simulated reality, and simulated interaction. This is all good. Unfortunately, all these positives are packaged in such a self-aggrandising and cack-handed manner as to be rendered inert. For a film whose story serves as an (admittedly histrionic) warning about the dangers of AI, it plays out as if designed by chatbot. 

The Mission Impossible films have always been a vehicle for Tom Cruise. This has been their greatest strength – he is the last true movie star after all, and we may never see such a charismatic and powerful screen idol again. This has also been their greatest weakness. What a shame this only became apparent in the (potential) final outing. 

  

2 stars. 

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

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