As AI adoption accelerates, UK technology companies face mounting pressure to align their sustainability goals with the surging data demands AI requires. A new report from NetApp reveals that while most IT leaders recognize the environmental cost of growing data estates. Few have found effective strategies to manage it.
The study shows that 92% of UK IT leaders acknowledge the environmental impact of single-use data — information collected and stored but rarely accessed again. Despite this, the race to unlock AI’s competitive advantages is pushing companies to expand their data storage, raising concerns about sustainability risks.
According to the research, UK business leaders expect AI projects to increase their data volumes by 41% on average. For nearly one-third of companies, that growth could exceed 50%. They amplified their digital carbon footprint unless more effective data management policies are adopted.
“Today’s findings highlight a growing conundrum,” said Matt Watts, Chief Technology Evangelist at NetApp. “British businesses are eager to seize AI’s potential, but the unchecked growth of single-use data undermines their sustainability goals.”
The report paints a worrying picture of data waste within UK tech companies:
- 38% of stored data remains unused
- 30% of IT leaders admit they struggle to decide which data to keep for AI projects
- Many default to expanding storage rather than optimizing data estates
This growing pool of single-use data silently consumes energy and storage resources, inflating carbon emissions over time. Despite existing efforts like regular data clean-ups, UK firms still find it challenging to separate valuable data from digital clutter.
“Tackling single-use data is vital,” Watts added. “Businesses must invest in smarter data strategies if they hope to reduce emissions while scaling AI.”
While AI’s promise is undeniable, NetApp’s research reveals that most UK firms are still figuring out how to align AI growth with responsible data practices.
- 85% of IT leaders view better data management as critical to lowering their carbon footprint
- Three out of four companies have adjusted their data strategies to support AI, but gaps remain
Nicola Acutt, Chief Sustainability Officer at NetApp, warns that awareness alone isn’t enough.
“The challenge lies in translating awareness into action,” she said. “Businesses need expertise, tools, and sustainability-first solutions built into their AI infrastructure from day one.”
Simply reducing data isn’t the answer. Instead, Acutt argues companies must adopt practical frameworks that optimize data use, enable better classification, and embed sustainability principles into every stage of AI deployment.
Experts agree that the next step for UK tech firms is to treat data as a managed asset, not just a byproduct of AI operations. Without clear policies and smarter classification systems, data growth will continue to spiral — making sustainability targets harder to reach.
Sue Daley OBE, Director at techUK, acknowledged that many companies are stepping up, but more work lies ahead:
“It’s encouraging to see active efforts to reduce IT emissions. But as AI adoption accelerates, we must build on these foundations — aligning infrastructure and resources to support sustainable growth.”
NetApp’s findings serve as a wake-up call. For UK technology leaders, balancing AI ambitions with environmental responsibility will require strategic data management and a shift in mindset.
The focus must move from expanding storage to optimizing data use, cutting waste, and ensuring that AI systems rely only on data that adds value — both for business outcomes and the planet.
