Why a sustainable company uses AI
For two hundred years we've been making more, faster, and throwing more away. Industry learned to sell volume, and social media taught us to keep buying it. Most products are designed to win market share, not to end well. When we're finished with them, they become someone else's problem.
Most of us know this. We worry about the climate and about waste. But that concern rarely makes it to the checkout. Better choices are hard to find, hard to trust and often hard to afford.
I make physical products, and my research has convinced me there's a way through. Make things from natural materials that return safely to the earth, from materials like steel and glass that can be recycled forever, or design them to be repaired first and fully recycled at the end. No waste. No harm.
The problem is scale. Making that the normal choice takes the work of a large company: research, sourcing, partners, orders, customer care. We're a small, founder-led company with the resources of a start-up. AI is what makes the attempt possible. It carries the routine work through documented, consistent workflows, and it lets us learn from the market quickly: test an idea, see what people actually need, and change direction in days, not months.
I don't believe routine workflows are where human value lies. Copying data between systems and chasing the same emails isn't anyone's best work. People should spend their time on what only people can do: designing, judging, building trust, caring for the places they live.
That's the future I'm working towards. AI carries the routine, and people stay at the centre of the value it creates, as the business grows into new places, working with their own communities. Value for people, and for the planet we share.
Drake, Founder of Loopware
The trade-off we're making
We hold every product to one rule: tell the whole picture, including the parts that aren't sustainable. So we apply it to ourselves.
The data centres that run AI raise genuine concerns about electricity and water use. For a company working in sustainable products, that's a tension we take seriously, and we won't gloss over it.
We use AI because everything we build serves one purpose: a world where products either return safely to the earth or circulate indefinitely, with zero waste and zero harm. Without AI, a company of our size would reach far fewer people, far more slowly. We believe getting those products into use does more good than the footprint of the AI work behind it. That's our judgement, not a measured result, and we treat it as one.
We don't claim our use of AI is green, carbon-neutral or offset. We'll revisit this as better information on AI's real footprint becomes available.
What our AI agents do
Find and contact shops and partners, answer questions, handle trade enquiries, quotes and orders, and look after customer service.
What they don't do
- Pretend to be human. Our agents have first names so they're easy to talk to, and each one tells you it's an AI.
- Make decisions outside the limits we set for them. Those come to our founder.
Jobs
We haven't replaced anyone with AI. AI is how a founder-led business like ours can operate at this scale at all.
People stay in charge
Our founder sets the rules our agents work by and handles anything they pass on. If you'd rather deal with a person, reply to any email from our agents and say so. We'll pass it to our founder.
Your information
Our Privacy Policy explains how we handle personal data, including that we don't allow AI services to train on it.
Last updated 22 October 2026.