Similarly, an induction motor controlled by a variable frequency drive can use much less energy by varying its speed instead of using a fixed speed motor starter. VFDs typically get signals from building automation or process control systems and adjust the motor speed accordingly. An arbitrary example would be a fan running at 50% speed generating 50% airflow but using only 25% of the electricity needed to run at 100%.
https://www.energy.gov/eere/amo/articles/adjustable-speed-dr...
You can have a demand for more lumens of lighting power... but if you previously used incandescent bulbs and now go for LED, you can expend less electrical energy than you did with the old bulbs.