AI‑generated video is rapidly becoming part of creative and production workflows, but its environmental impact is still not well understood. 'The carbon impact of AI video generation' is a new report by the Carbon Trust, commissioned by DIMPACT - a coalition of leading media organisations including the BBC, Netflix and Spotify. Developed with input from DIMPACT participants, the report sets out how AI video emissions can be better understood, measured and managed.

The research examines how energy use and emissions vary across different models, settings and workflows, and highlights the challenges media organisations face in comparing tools due to limited and inconsistent data and environmental disclosure. Early evidence shows that AI video generation can be significantly more energy‑intensive than other forms of generative AI, with emissions that scale quickly across the many generations often required to produce professional‑quality content.

The research identifies a clear need for greater transparency across the value chain and outlines practical steps to improve measurement, reporting and decision‑making. It also recommends developing consistent lifecycle assessment methods and product category rules (PCR) for generative AI uses, enabling providers and users to better understand and reduce associated emissions.

This report is intended for media organisations, AI developers, policymakers and anyone seeking a clearer view of AI video’s environmental footprint.