Photo Freya Pratty-Williams

Freya Pratty-Williams

Senior Reporter and Investigations Lead at Sifted

Sifted

About Me

Freya Pratty is senior reporter and investigations lead at Sifted, a Financial Times-backed publication covering tech. She runs Sifted's climate newsletter, covering companies across Europe working on solutions to the climate crisis.

Hear My Insights

Clean By Design: How Can We Create Green(er) AI?

The rapid expansion of AI brings with it a growing environmental burden. To truly harness its potential, we must prioritize sustainability from the ground up. This session delves into the practical solutions for minimizing AI's ecological footprint across its entire lifecycle – and lead to a truly "clean by design" AI ecosystem. From optimizing algorithms and developing energy-efficient hardware to reimagining data center cooling and exploring alternative energy sources, experts will address the critical steps needed to reduce AI's reliance on finite resources and the role of regulatory frameworks and industry initiatives in fostering responsible innovation.

How Can Tech Help Us Preserve the Natural Environment?

Climate change and biodiversity loss are inseparable challenges — we cannot address one without tackling the other. Yet for over a decade, ecosystems on land and in water have faced unprecedented pressure, from intensifying wildfires to rising ocean temperatures, driving a steep decline in species and natural habitats. While the tech sector undeniably contributes to environmental strain, from high energy demands to e-waste, it also holds immense potential to drive solutions. From cutting-edge innovations to frugal, nature-inspired technologies, bold initiatives are already reshaping how we protect and restore our planet. This session will spotlight actors and technologies working to preserve biodiversity, sustain ecosystems, and harness tech’s transformative power to safeguard our natural world.