Grove Collaborative Holdings, Inc., the world’s first plastic-neutral retailer and a leading sustainable consumer products company, has announced a groundbreaking initiative to measure, mitigate, and report the environmental impact of artificial intelligence (AI) adoption. In collaboration with its existing carbon accounting partner, Gravity, Grove aims to demonstrate that AI can drive innovation responsibly without compromising environmental stewardship. By becoming the first retailer to track AI-related emissions and release an open-source measurement methodology, the company is encouraging the broader industry to balance innovation with sustainability.

AI with Intention: Smarter Sustainability for People and Planet

“AI is essential to Grove’s future and – like the rest of the industry – we’re testing and learning with tools as they become available to stay competitive, be more efficient, and fuel growth,” said Jeff Yurcisin, CEO of Grove Collaborative. He added, “While we’re still learning about the climate impacts of society’s AI adoption, we will not and cannot choose between innovation and sustainability. Being a sustainable business and adopting artificial intelligence are not at odds, but every organization must prioritize ethics, emissions tracking, and environmental stewardship in their AI strategies—regardless of the size of that impact. We estimate our 2025 AI-related emissions will equate to roughly 6% of last year’s business travel emissions, which, while small, still represents an environmental impact that we need to account for. We at Grove are committed to leading with transparency and we urge our peers to follow our measured approach to adoption, which we’ve made accessible to all organizations through our partnership with Gravity.”

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Grove currently leverages AI to enhance workflow efficiency, streamline content creation, and improve predictive modeling to better serve customers. Using the open-source methodology shared in this announcement, and based on current data from large language model providers, Grove and Gravity estimate the company’s 2025 AI-related carbon footprint at 17.8 metric tons of CO2e—equivalent to roughly 6% of Grove’s 2024 business travel emissions of 299 metric tons of CO2e.

Although the AI footprint is small compared to Grove’s overall carbon impact, the company acknowledges broader environmental risks, including increased energy and water usage, electronic waste, and greenhouse gas emissions. Grove’s current estimate reflects a conservative scenario with higher AI usage than today, signaling that emissions could grow as adoption scales. The company plans to continue monitoring and mitigating these emissions using the methods and partners introduced today.

Partnering with Gravity to Lead

To quantify AI’s environmental impact, Grove has deepened its partnership with Gravity, a leading carbon and energy management platform. Gravity has developed detailed methodologies to account for AI emissions, using granular data amid limited primary disclosures from major AI model providers. Grove will publish the full findings in its 2025-2026 annual sustainability report, expected in May 2026, ensuring transparency and providing guidance for other companies.

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“Measuring the impact of the products and services we use has always been an input into understanding the levers a company has to improve its sustainability and operational efficiency,” said Saleh ElHattab, CEO and Founder of Gravity. “With AI’s proliferation and energy intensity, we’ve partnered with Grove to deliver an early blueprint for tracking an organization’s consumption of these new tools.”

Grove’s Commitments Include:

  • Integrating AI emissions into overall Scope 3 carbon reporting
  • Investing in nature-based, community-led carbon offsets
  • Identifying opportunities for AI-related emissions reduction
  • Prioritizing sustainable and transparent AI tools
  • Encouraging the wider industry to adopt responsible AI practices

Sharing an Open-Source Path Forward

Grove and Gravity are releasing their AI emissions calculation methodology to the public. This open-source formula, based on energy intensity, data usage, and hardware efficiency, provides a scalable framework for organizations to measure and reduce AI-related environmental impacts. By publishing this formula, Grove aims to foster industry-wide accountability and ensure AI can advance both innovation and sustainability.

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