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As more states and cities set aggressive policies toward a carbon-free future, the energy industry is abuzz with the concept of electrification. What does this have to do with energy efficiency? A lot! Although some people may assume that efficiency’s reduction in electric use conflicts with electrification’s increase in load, in fact, energy efficiency is central to many electrification strategies. Like many relationships, it’s complicated. If done right, electrification presents opportunities to advance energy efficiency and its many benefits. But if not done carefully, it also poses challenges. Here we briefly explore the relationship between electrification and efficiency and highlight some upcoming ACEEE research and outreach that will further explore the topic.