Sophia N. Wilson

Sophia N. Wilson, Sebastian Mair, Mophat Okinyi et al.

Large-scale data has fuelled the success of frontier artificial intelligence (AI) models over the past decade. This expansion has relied on sustained efforts by large technology corporations to aggregate and curate internet-scale datasets. In this work, we examine the environmental, social, and economic costs of large-scale data in AI through a sustainability lens. We argue that the field is shifting from building models from data to actively creating data for building models. We characterise this transition as hyper-datafication, which marks a critical juncture for the future of frontier AI and its societal impacts. To quantify and contextualise data-related costs, we analyse approximately 550,000 datasets from the Hugging Face Hub, focusing on dataset growth, storage-related energy consumption and carbon footprint, and societal representation using language data. We complement this analysis with qualitative responses from data workers in Kenya to examine the labour involved, including direct employment by big tech corporations and exposure to graphic content. We further draw on external data sources to substantiate our findings by illustrating the global disparity in data centre infrastructure. Our analyses reveal that hyper-datafication does not merely increase resource consumption but systematically redistributes environmental burdens, labour risks, and representational harms toward the Global South, precarious data workers, and under-represented cultures. Thus, we propose Data PROOFS recommendations spanning provenance, resource awareness, ownership, openness, frugality, and standards to mitigate these costs. Our work aims to make visible the often-overlooked costs of data that underpin frontier AI and to stimulate broader debate within the research community and beyond.

Sophia N. Wilson, Guðrún Fjóla Guðmundsdóttir, Andrew Millard et al.

This position paper argues that the machine learning community must move from preaching to practising data frugality for responsible artificial intelligence (AI) development. For long, progress has been equated with ever-larger datasets, driving remarkable advances but now yielding increasingly diminishing performance gains alongside rising energy use and carbon emissions. While awareness of data frugal approaches has grown, their adoption has remained rhetorical, and data scaling continues to dominate development practice. We argue that this gap between preach and practice must be closed, as continued data scaling entails substantial and under-accounted environmental impacts. To ground our position, we provide indicative estimates of the energy use and carbon emissions associated with the downstream use of ImageNet-1K. We then present empirical evidence that data frugality is both practical and beneficial, demonstrating that coreset-based subset selection can substantially reduce training energy consumption with little loss in accuracy, while also mitigating dataset bias. Finally, we outline actionable recommendations for moving data frugality from rhetorical preach to concrete practice for responsible development of AI.