Google is by far and way the most popular search engine with 72% market share globally. Then take into consideration their wide suite of other services - gmail, analytics, maps, youtube and more. That is a lot of information to house and make available to millions of people around the world.
The carbon output produced from fuelling this gargantuan amount of data storage equals that of the entire country of Laos.
To address this, Google bought DeepMind, an artificial Intelligence Company based in the UK in 2014. Due to the complexity of their infrastructure, it was determined that a detailed algorithm would perform better than human experience. Two years later, Google reported a 15% decrease in the energy use thanks to this technology.
Read more about the detailed process in the Guardian's coverage here..