With artificial intelligence on COP31 agenda, IMPALA calls for action on AI and sustainability

As preparations ramp up for COP31 scheduled to take place from November 9 to 20 in Turkey, the independent music association IMPALA has intensified its focus on the environmental challenges posed by artificial intelligence within the music industry. The organization is calling for a concerted effort among music stakeholders and policymakers to tackle AI-driven sustainability issues, emphasizing this as a critical component of their broader digital music strategy.

Earlier this year, IMPALA unveiled a comprehensive digital music plan outlining five strategic priorities aimed at fostering cultural growth, financial health, and environmental responsibility within the digital music ecosystem. With COP31 prioritizing the climate impact of AI technologies, IMPALA is now drawing attention to the plan's fifth priority, which centers on reducing the carbon footprint of digital music and encouraging innovation through collective action.

This sustainability priority advocates for concrete measures such as the clear identification of AI-generated content and stringent controls against mass uploading practices that inflate digital catalogs unnecessarily. Additionally, IMPALA stresses the need for robust countermeasures against AI-related fraud, alongside the development of transparent reporting frameworks that quantify the carbon emissions and other environmental consequences associated with hosting generative AI content.

The association points out that enhancing data efficiency, minimizing duplicated formats, and curbing excessive uploads are vital steps to lessen energy consumption and water usage within digital operations. Moreover, IMPALA acknowledges the dual role of AI as both a challenge and a tool—proposing that AI can be leveraged to monitor and mitigate fraudulent activities effectively.

Transparency and cooperation emerge as central themes, with IMPALA urging digital service providers (DSPs), record labels, and distributors to align on shared metrics that track environmental impacts per stored track, per playback, and in relation to AI-generated content. This collaborative approach is presented as essential for pinpointing environmental hotspots and formulating targeted reduction strategies.

To support the independent sector in meeting these goals, IMPALA offers practical resources including training programs, guidance documentation, and a specialized carbon calculator tailored for music companies. Complementing these efforts, the Music Climate Pact provides digital-specific emission guidelines up to the point where music reaches DSPs, who then assume responsibility within their operational scope. The pact also encourages fans to adopt sustainable streaming habits, recognizing their role in the overall ecological footprint.

Industry leaders from independent labels have underscored the necessity of integrating sustainable practices across both physical and digital facets of music production. Representatives emphasize that only through joint climate action involving artists, audiences, DSPs, and suppliers can meaningful environmental progress be realized. Investment in clean energy infrastructure by governments is also cited as an indispensable factor in this transformation.

Experts from environmental advocacy organizations highlight that the creative sector must navigate AI adoption with ethical consideration and informed decision-making to avoid exacerbating climate impacts. Research initiatives and resource development are underway to equip creatives with the knowledge and agency to engage with AI responsibly.

As IMPALA’s digital music plan reaches its conclusion, the association envisions a music economy where sustainability is embedded at every level, creating equitable opportunities and setting industry benchmarks for transparency and accountability. Success in this endeavor depends on tackling both market-level operations—such as managing AI-generated content—and the internal practices of individual companies.

Ultimately, IMPALA’s advocacy at COP31 underscores the independent music sector’s pivotal role in driving innovation and sustainability within the broader digital music landscape. By fostering collaboration and adopting rigorous environmental standards, the sector aims to reduce its collective carbon footprint while continuing to embrace technological advancements that benefit creators, businesses, and listeners alike.