The digital sector represents 4% of global emissions. That's double that of civil aviation. Yet for most, this impact remains invisible.
Until data centers can fly, or smoke comes out of our laptops, we need digital sustainability and communication experts like James Martin.
Especially as the recent boom in generative AI - think ChatGPT - is currently causing those impacts to triple, or even quadruple.
James is known for leaning on science-based facts to counter big tech's green claims, and is recognized as one of the world's foremost experts on the impact of AI in particular.
He spoke recently on the topic at VivaTech (June 2025), Europe's largest tech & startups event; before that at ChangeNOW, one of the world's biggest climate conferences (April 2025); and prior to that, a keynote at generative AI event XYZ Paris (Feb 2025), which explains this complex topic in just 10 minutes.
From September 2025, James will present his new 1-day training course, about "Frugal AI" - AI's impact and how to limit it - with French green IT pioneers GreenIT.fr.
James was previously Head of Content and Sustainability Communications at Scaleway (iliad Group, 2021-25), where he put this French cloud provider on the responsible tech map, via a much-referenced Green IT white paper ("How can engineers make tech more sustainable?" - 2023), speaking opportunities (Green IO 2024, IT Partners 2025, VivaTech 2024) and bylines (Maddyness, 2024). He also wrote Scaleway's annual Impact Reports and contributed to parent company iliad Group's first CSRD report (2025). He was also instrumental in Scaleway's obtaining EcoVadis Gold (2024).
James is also a Green Software Foundation champion; a contributor to Data for Good's GenAI Impact/EcoLogits.ai project; and the founder of responsible tech-focused publication BetterTech.blog (2018).
Today, he works to forward digital sustainability, with both the planet and society in mind.
