Last week, I found myself immersed in the vibrant energy of MWC Barcelona 2025, one of the world's largest and most influential trade shows for the mobile and telecommunications industry. As someone who has dedicated two decades to sustainability, as a researcher, as an executive, and as a CSR strategist, I approached this massive technology showcase with both excitement and a healthy dose of skepticism.
The AI revolution on display at MWC Barcelona
The sheer magnitude of the event was staggering, imagine an airport with 8 terminals... That was that big!
Though perhaps I shouldn't have been surprised. If we're applying Artificial Intelligence to every aspect of our lives, shouldn't the showcase for such applications be equally vast?
Walking through the exhibition halls, I was bombarded with slogans about "AI made for people," "AI serving people," and "AI helping people."
These messages reminded me of Honorine Umuhire's insightful observation:
"Cybersecurity and technology are about people, they need to put people first... and the sector seems to understand that now."
It appears the AI industry is following that prediction.
Hallelujah! Or so it seemed at first glance.
The data dilemma
My skeptical side quickly emerged.
Before we celebrate AI as our universal problem-solver, we must confront a fundamental truth: AI is only as good as the data that feeds it.
If the quality of our data is poor, how can we expect AI to help us solve the 21st century's challenges in a fair and equitable way?
This question took on new urgency as I observed the event's operations.
From the registration process to the mandatory app for digital tickets, to the eagerness of attendees to try new technologies at every stand, the amount of personal data and images being collected was concerning.
What happens to this information after the event concludes? Is it destroyed, sold, or repurposed in ways we haven't consented to?
The AI-sustainability paradox
When I see slogans where "AI" and "sustainability" stand side by side in the same phrase, I always feel perplexed. Is this a new type of greenwashing that we've collectively accepted?
The concept of "AI-powered sustainability" certainly seems attractive, and it works in many cases:
Smart grid systems reducing energy consumption by up to 30% in cities like Copenhagen and Singapore
Precision agriculture technologies helping farmers increase yields with fewer resources
AI-powered modeling making climate predictions more accurate and helping communities prepare for change
Blockchain enabling transparent supply chains that verify ethical and sustainable practices
But isn't this potentially counterproductive, especially when we know AI is "drying up the planet"?
The questions we must ask
As sustainability professionals, we need to ask hard questions:
Is the energy usage of AI applications (which can be up to 1000 times more intensive than traditional applications) worth the marginal benefits they provide?
Should tech companies be held accountable for their environmental impact, especially when they abandon carbon neutrality to prioritize AI development?
We know these issues exist, yet we continue down this path.
Remorse or regret?
A magazine cover I once saw asked: "Is it better to have remorse or regrets?"
In ten years, will we regret having used AI without fully understanding the consequences, when only billionaires like Elon Musk and Bernard Arnault will enjoy basic resources because they've depleted what we have for their personal profit?
Or will we regret not embracing this new industrial revolution if we let it pass us by?
Take some time to watch the serie called "Extrapolation", this is very well illustrated there.
My panel experience: Talent for a sustainable future
During the conference, I had the privilege of speaking on a panel titled "Talent for a Sustainable Future: A Look Beyond Digital Skills."
It was refreshing to see so many women participating.
I shared my pivotal career moment, the experience that defined what kind of scientist I would become, and discussed algorithmic biases and their detrimental impact on climate change mitigation efforts.
Algorithmic bias stems from a lack of diversity in the creation, preparation, and processing of data, resulting in unequal treatment of users. Knowing that climate change catastrophes emphasis systemic inequalities that already exist in society, I emphasized that the primary role of the digital sector should be to ensure equitable treatment for all users.
Conclusion
My experience at MWC Barcelona 2025 was eye-opening. The technology on display was undeniably impressive, but as someone who has spent two decades championing sustainability, I left with as many questions as answers.
The intersection of AI and sustainability represents both enormous opportunity and significant risk. Our challenge now is to harness the former while mitigating the latter, ensuring that technology truly serves people and planet, not just profit.
Commentaires