Orlando Grünewald

Orlando Grünewald is an MSc student in User Experience at HEC Montréal. His current graduate research investigates how individuals involved in creative projects value energy-efficient features in generative AI tools. Motivated by the environmental impact of rapidly expanding AI systems and data centres, Orlando employs Choice-Based Conjoint (CBC) analysis to uncover which sustainability attributes most influence user preferences and willingness to pay. The study also integrates Norm Activation Theory (NAT) to assess the extent to which participants’ moral awareness and sense of responsibility influence their motivation to adopt energy-efficient and sustainable digital practices. 

Orlando holds BDes in Graphic Design and has worked in visual communication, branding, and digital design for over 20 years. His interests include sustainable digital practices, ethical technology, inclusive design, and Human-AI interaction.