Posted on February, 11 2025

A new report by WWF Sweden, with AI Sweden, looks at underlying needs and obstacles for a green transformation, and how AI can concretely contribute. In the process, experts in areas such as AI, behavioural science, and the environment have been interviewed. The focus is primarily on how AI can be used to open up new ways of thinking and habits but also on technical solutions, with the food retail sector as an example.

Gustaf Lind, Secretary General of WWF-Sweden, says "the report examines how AI can help deeply transform society, a relatively unexplored area but among the most important to accelerate the green transformation. Although there are risks with AI, the report’s findings indicate that AI can not only technically reduce our environmental impact but also pave the way for sustainable behaviours in a broad sense."
 
Some of the report’s conclusions are that factors such as increased disinformation, polarization, and knowledge resistance risk hindering society’s transformation, but that AI can help tackle these obstacles.
 
Examples from the report include how AI can be used to fact-check and assist journalists in political debates in real-time, act as a “watchdog” against fake news and manipulative marketing, or be an “AI coach” that tailors programs for those who want to make sustainable changes in their lives. Other examples include contributing to the enforcement of environmental laws or helping the food retail sector sell more sustainable products.
 
Örjan Jansson, climate innovation expert at WWF-Sweden, says, "We need to make sure AI doesn’t just make our current ways more efficient, as this could lead to using more resources and creating more emissions. Instead, we should use AI to build a more sustainable society. This requires proactive leadership from both politicians and businesses to guide us towards such a future."
 
WWF is seeking collaborations with academia, business, politics, and civil society to, based on the report’s conclusions, further explore how AI can be most beneficial.

 
About the Report
The report aims to explore how AI can be used to drive the green transformation. The report is based on the iceberg model, a model used to identify and create changes with the most significant and profound effects possible. Thirty-five international and Swedish experts in areas such as AI, behavioural science, and the environment have shared their views on how AI can be used for the benefit of the climate and nature.
 
These insights have been summarized into nine challenges and proposed solutions: The AI-assisted debate moderator, The nuanced AI companion, The AI visualizer for decision-making, The AI watchdog against manipulation, The AI investigator in environmental law. In the food retail sector: AI for combined sales and sustainability goals, AI as a collaboration technology, AI for digital twins, and AI for good dietary choices.

NOTE; The report focuses on AI’s potential to contribute positively to the environment and climate. It does not address the risks of using AI, such as increased consumption of natural resources or how AI could be used to negatively impact the environment.

For more information, and to explore future collaboration or partnerships, contact:
Örjan Jansson, climate innovation expert at WWF Sweden, orjan.jansson@wwf.se 
Erika Reje, press business & finance at WWF Sweden,  erika.reje@wwf.se