Why ARIANE AI?
The Greenwashing Problem
Lack of trust
Greenwashing undermines trust in sustainability communication across Europe. Studies show that more than half of all environmental claims are misleading, vague, exaggerated or unverifiable. Consumers are increasingly skeptical and expect companies to justify sustainability messages with clarity, logic and evidence.
Challenges for creators
Creators, agencies and communication teams often work without dedicated tools. The sustainability domain is complex:
- scientific terminology is difficult to translate into simple language,
- environmental impacts require contextual explanation,
- rules for correct communication are fragmented,
- and teams must publish content quickly, often without time for expert review.
Brand and organisational risks
Misleading or unclear green claims expose organisations to reputational, commercial and legal risk. Communication teams are caught between rising expectations and insufficient guidance.
ARIANE addresses this gap.
Regulatory Shift
The regulatory landscape is changing — and the first changes are already here.
Directive (EU) 2024/825 is currently being transposed into national consumer protection laws. Once implemented, it will directly prohibit vague, unverified or misleading environmental claims. This represents a shift from theoretical future obligations to immediate expectations for brands, creators and public institutions.
The Green Claims Directive (GCD) remains expected but is not final. Its legislative process is paused. However, its principles already influence enforcement practice, NGO guidelines, industry standards and public sector expectations.
Together, these frameworks create an environment where clarity, transparency and evidence are essential. Trustworthy communication is no longer optional; it is required.
Why We Stepped Into This: GreenTalk’s Perspective
GreenTalk is a communication agency specialising in sustainability. For many years, we have helped organisations communicate their environmental impact clearly, responsibly and honestly. Through this work, we have seen first-hand how difficult it is for creators to produce trustworthy green claims.
Sustainability is complex. The science is technical. The terminology is often misunderstood. Expectations from regulators and consumers are rising. Yet communication teams are rarely provided with tools that help them navigate these challenges with confidence.
Creators want to communicate responsibly. Brands want to be transparent. Audiences want clarity.
Created by communicators. Built for communicators. Designed for a transparent future of sustainability messaging.
B
ut everyday communication work often includes uncertainty, incomplete information, time pressure and ambiguous or inconsistent rules. We repeatedly saw creators struggling with the same questions:
- Is this claim too vague?
- Is this comparison fair?
- Is this benefit real, or only implied?
- Do we have sufficient evidence?
- Are we unintentionally misleading our audience?
Existing tools did not solve these issues.
Legal tools were too technical and slow for creative workflows.
Generic AI systems could generate text but could not reliably evaluate greenwashing risks.
So instead of waiting for a better solution, we decided to build one.
ARIANE is the tool we wished we had years ago.
It translates law, science and communication practice into something creators can actually use in their day-to-day work.
Why ARIANE Exists
Creators are expected to communicate clearly and responsibly, yet they are rarely given straightforward guidance. Existing solutions fall into two categories:
tools that are too legalistic or complex for creative workflows,
or general-purpose AI systems that generate text instead of assessing its trustworthiness.
ARIANE bridges this gap.
- It offers creators a structured, explainable and practical assistant that evaluates sustainability claims before publication.
- Instead of guesswork, ARIANE provides clarity.
- Instead of ambiguity, it offers recommendations.
- Instead of complex legal interpretation, it delivers understandable logic.
Our vision is a European communication environment where sustainability claims meet three requirements:
1. clarity,
2. credibility,
3. and transparency.
ARIANE supports:
- creators in producing trustworthy sustainability messages,
- brands in reducing reputational and compliance risks,
- public institutions in ensuring fairness and accuracy,
- academia and civil society in strengthening public understanding
- and society as a whole in accessing reliable information about environmental impact.
Ready to create trustworthy green claims?
Get early access, download our One-Pager or just leave us your email, and we will stay in touch.