6. Bye-Bye, Greenwashing

In a few weeks, the vast majority of Olympic sponsors will amplify their green narratives at an event deemed “the most sustainable and circular in history.” However, marketers shouldn’t underestimate the power of AI to empower consumers and other stakeholders to scrutinize a brand’s environmental impact in seconds. From one-click carbon scoring to determining the lifetime value of plastic consumption, generative AI is unveiling a new level of transparency. This goes beyond greenwashing—brands will need genuine, measurable sustainability initiatives to succeed.