It was a simple banana that sparked Brian O’Kelley’s interest in tracking the carbon footprint of AI. After selling his previous startup for a hefty sum, O’Kelley found himself enrolled in a supply chain management course at MIT during the pandemic. It was during this course that he came across a slide discussing the carbon footprint of a banana, which left a lasting impression on him.
At the time, O’Kelley was focused on reducing carbon emissions in the metal commodities trading platform he had founded. However, he realized that the bulk of the carbon footprint for metals like copper and aluminum came from the mining and smelting processes, which were difficult to fundamentally change. This realization led him to shift his focus to the digital world of advertising, where he saw an opportunity to make a real-world impact on carbon emissions.
In 2021, O’Kelley spun off his commodities business and founded Scope3, a company dedicated to tracking carbon emissions in digital ads. The company’s goal was to address the inefficiencies and waste in the digital advertising industry, which not only leads to lost money but also contributes to environmental harm through increased power consumption.
As O’Kelley delved deeper into the world of AI during his recovery from heart surgery, he saw the intersection of AI and media as a significant opportunity for Scope3. Recognizing the potential for AI to revolutionize digital advertising and media, O’Kelley secured a new funding round led by GV to help Scope3 expand into AI technology.
Although Scope3 is still in the process of gathering data and building models for the AI aspect of its business, O’Kelley believes that there will be significant alignment between the economic and environmental costs of using AI in digital advertising. The company’s innovative approach to tracking carbon footprints in the digital world is poised to make a meaningful impact on both the advertising industry and the environment.
