EdenLab and G3NR8 Forge Strategic Alliance to Accelerate Sustainable Growth with AI Innovation
Tom Head, Founder - G3NR8, Helen Armstrong & Leo Rayman - EdenLab
EdenLab, the sustainability innovation consultancy, has today announced a strategic partnership with G3NR8, a pioneering AI consultancy and engineering firm. The collaboration aims to help businesses harness cutting-edge artificial intelligence to accelerate the commercialisation of sustainability investments, identify emerging consumer demand for lower impact brands and safeguard against accidental greenwashing.
By combining EdenLab’s deep sustainability expertise with G3NR8’s technical leadership in AI development, the partnership offers companies a unique opportunity to turn environmental strategy into measurable commercial advantage. At the heart of this partnership is a shared vision: To develop cleaner, greener AI systems that align with the environmental ambitions of modern organisations. The first product from the collaboration, the Greenwash Guardian, exemplifies this vision.
Described as “the AI watchdog for your sustainability claims,” the Greenwash Guardian analyses and protects your company communications to ensure you are not falling foul of greenwashing laws and regulations. The Greenwash Guardian is the first component of a forthcoming platform that helps turn sustainability data and content into competitive advantage. It has been designed to help organisations meet regulatory requirements, such as the UK's Green Claims Code, the FCA’s Anti-Greenwashing Rule and the forthcoming EU Green Claims Directive.
Leo Rayman, CEO of EdenLab, commented: “AI is giving people great power but it must be aligned with our environmental goals, not work against them. This partnership with G3NR8 brings together two highly complementary capabilities. We’re helping clients unlock the true commercial value of their sustainability strategies while ensuring they don’t fall into the greenwash trap. Greenwash Guardian is our first proof point: a practical agent that delivers immediate value in a high-risk area.”
Tom Head, Founder of G3NR8, added: “The hype cycle around AI is peaking but we’re focused on substance. With EdenLab, we’re developing approaches and products that are as sustainable as they are smart. Our technologies will help clients surface untapped customer demand for sustainable products and we’re building systems that don’t just claim to be green, they prove it, with integrity baked in.”
Delivering Ultra-Low Carbon AI
The partnership is committed to developing AI systems that reduce environmental harm across their lifecycle. Their approach to ultra-low carbon AI includes:
Smaller, more efficient models: Using smaller foundation models to reduce compute energy intensity.
Carbon-aware scheduling: Running energy-intensive tasks during periods of renewable grid abundance.
Green hosting: Using data centres powered by 100% renewable energy with transparent carbon reporting.
Embedded sustainability metrics: Measuring and reporting model emissions as a core design principle.
This technical approach reflects a broader recognition that AI systems must not exacerbate the climate crisis they’re often tasked with solving. The companies also support regulatory efforts to increase transparency in digital sustainability claims.
Ethics
Both EdenLab and G3NR8 remain committed to accountability, regularly auditing their technology to uphold the highest ethical and sustainability standards, they maintain strict internal oversight and accountability frameworks to ensure ethical deployment and continuous improvement of AI systems, supported by regular ethical audits and expert reviews.
About EdenLab
EdenLab is a sustainability innovation company that helps clients turn sustainability into real commercial advantage by designing, testing and scaling commercially viable solutions for the new economy. Learn more at www.edenlab.co.
About G3NR8
G3NR8 (Generate) is an AI research and insights consultancy that builds intelligent agents and solutions to solve complex business challenges - from new customer acquisition through to custom AI workflows that drive efficiency and high quality outputs. Visitwww.g3nr8.com to learn more.