AI is currently funded through investment, by paying users and (to a small extent at OpenAI) through advertising.
When calculating the emissions generated by paid AI subscriptions, we also take into account the emissions generated by free usage that are not funded by advertising. These emissions arise solely because there is a paying customer base.
To provide you with an estimate of your AI emissions, we take into account not only the narrowly defined, direct emissions resulting from the processing of AI queries but also the emissions caused by what made large language models (LLMs) possible in the first place. This includes model training, as well as the marketing activities of AI companies. To draw an analogy: if we were to calculate the carbon footprint of a can of Red Bull, it would be too simplistic to disregard the supply chain through which the can reaches the shop where you buy it and to ignore the massive marketing campaigns that make Red Bull the brand it is. The same applies to ChatGPT.
Whilst an AI service based exclusively on a paid model would be possible, a free one would be difficult to implement without paying users (OpenAI’s advertising-funded model has yet to prove itself). Without revenue and without new investment, an AI company would soon go bankrupt. It seems, therefore, that AI companies consider the free service necessary to attract customers and investment capital. So if we are to assign responsibility for emissions to end users, it should be the paying customers.
Furthermore, as already mentioned, training generates more emissions than processing AI queries. Even if AI companies were to eliminate free AI usage entirely, emissions from training would only cease once the money stopped coming in.