The article discusses Saudi Aramco's efforts to reduce carbon emissions in light of global climate change initiatives, highlighting its partnership with a Google spinoff focused on artificial intelligence. It examines the balance between the company's significant profits from fossil fuels and its commitment to sustainability. The piece also reflects on the broader implications for the energy sector as it navigates the transition to greener practices.

A significant number of senior marketers in the US and UK view the increasing use of carbon-intensive GenAI as a major barrier to sustainability efforts, with 42% highlighting it as their greatest challenge. Despite this, 90% believe the industry can achieve net zero by 2030, although many do not prioritize marketing decarbonisation within their broader strategies. The study underscores the necessity for marketing to be integrated into comprehensive sustainability initiatives.