In this paper we outline our concerns related to the increasingly intense use of generative artificial intelligence (GAI), because of its worrisome, ethical implications on the environment. We highlight that GAI is resource hungry, it often exploits labor in the Global South and its impact on global warming is difficult to quantify and doesn’t spread evenly across populations. Our goal is to raise awareness and spark debate in the IS community regarding this prominent issue that has important implications concerning social justice, responsible innovation and technology advances.