Machine learning is often touted to improve the efficiency of ICT, but that small gain is overwhelmed by the enormous carbon, water, and land footprints of data centers and ML-ready devices. We survey the electricity consumption of ML applications in training and inference, focusing on electricity-intensive image generation. Our team of a computer engineer, a media scholar, and an artist explore solutions including inexact computing; tiny language models; low-precision hardware architectures; hardware with limited capacity; and anticipating and mitigating energy demands at the design phase. We will sketch our work in progress of an ethical and aesthetically sophisticated tiny image generator using non-scraped data. Looking to the economic context, we will propose a true-cost accounting for the environmental impact of machine learning and suggest that the criterion of efficiency is driven by the shareholder-capitalist framing of ICT.

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