NetApp: UK Firms Face AI-Sustainability Challenges

UK technology companies are finding it difficult to align their sustainability ambitions with the rapid expansion of AI, particularly as data management remains a significant challenge.

According to a new study by NetApp, 92% of UK IT leaders acknowledge the environmental impact of single-use data—information collected and stored but rarely or never accessed again—and are keen to reduce emissions from IT operations.

However, despite these concerns, the competitive advantages of AI are driving businesses to expand their data estates, raising questions about how to manage this growth sustainably.

Business leaders estimate that AI projects will increase their data volumes by an average of 41%, potentially adding to their carbon footprint unless effective management strategies are implemented.

Single-use data: a growing concern for UK technology firms

Sustainability remains a core objective for many UK companies, with IT functions playing an increasingly vital role in reducing environmental impact.

NetApp’s research found that 85% of IT leaders see data management as essential to cutting their carbon footprint, with reducing emissions acknowledged as the primary driver for tackling single-use data.

Many organisations have already introduced measures to address this, such as regular cleaning of their data estates—the collection of all data assets owned by a business.

Yet, these efforts may not be enough, as an estimated 38% of stored data remains unused.

The study also highlights a key issue: UK technology firms struggle to determine which data to keep and which to discard.

More than 30% of IT leaders report difficulty in identifying valuable information for AI projects, leading businesses to expand their storage rather than optimise existing data management practices.

Single-use data poses a long-term sustainability risk, as it continues to consume energy and storage resources indefinitely.

Matt Watts, Chief Technology Evangelist at NetApp, explains: “Today's findings identify not just a challenge in data management, but a conundrum and a fine balance: British businesses want to reap the benefits and opportunities presented by AI, while reducing the carbon footprint of their data.

"Tackling single-use data is a key piece of this puzzle and businesses must continue to invest more in reviewing and staying on top of their data estates.”

AI expansion drives data growth despite environmental impact

NetApp’s research indicates that UK technology firms are committed to advancing AI, even as the storage of growing amounts of data adds to environmental concerns.

Businesses recognise that AI success depends on having strong data infrastructure, and three out of four IT leaders report having adapted their data management practices to support AI expansion.

Despite these adjustments, data growth continues at a rapid pace.

UK technology leaders anticipate a 41% average increase in their total data footprint—the amount of digital information generated and stored—as they expand AI-driven operations.

For some, the impact will be even more pronounced, with 27% expecting data growth to exceed 50%.

This raises concerns about how to manage data responsibly while ensuring AI systems have access to the information they need to function effectively.

Nicola Acutt, Chief Sustainability Officer at NetApp, acknowledges the complexity of the issue: “While awareness around the environmental impacts of AI and data is front of mind for many now, translating that awareness into action is where things get complex. The answer isn't necessarily to downsize data, or to make do with less.

"Businesses require practical expertise, resources and solutions, with sustainability baked in from the very start, to effectively manage their data and ensure more responsible AI implementation.”

Aligning AI growth with responsible data management

NetApp's findings suggest that UK technology firms must take a more strategic approach to data management if they are to balance AI expansion with sustainability goals.

Industry leaders stress the need for more efficient data policies, better classification of useful data and the integration of sustainability principles into AI infrastructure from the outset.

Sue Daley OBE, Director at techUK, highlights the progress being made but also the work that still lies ahead: “It is encouraging to see many taking an active effort to reduce the emissions of IT operations.

As AI implementation accelerates across businesses, it will be important to further build on these efforts, ensuring that resources and infrastructure are aligned to support responsible growth.”

Explore the latest edition of AI Magazine and be part of the conversation at our global conference series, Tech & AI LIVE. 

Discover all our upcoming events and secure your tickets today.

AI Magazine is a BizClik brand