Ok, can we actually cool data centers with our pee?
A marketing campaign by Liquid Death featuring Jason Kelce uses humor to highlight the massive water consumption of AI data centers. While the ad is satirical, experts note that data centers are increasingly using recycled wastewater for cooling to reduce their environmental footprint.
Why it matters
As AI infrastructure expands, the industry faces growing scrutiny over its significant water and energy usage, prompting a shift toward sustainable cooling solutions.
In a cheeky marketing campaign , Liquid Death teamed up with former Philadelphia Eagles star Jason Kelce to share a solution to mitigate the environmental impact of AI data centers, which require massive quantities of water to prevent servers from overheating.
“AI data centers waste millions of gallons of water,” Kelce quips in the video campaign. “That’s why Liquid Death and Garage Beer have teamed up. We want your pee to cool these data centers.”
Then, as a crowd of people walk through a field sipping their branded beverages, they sing in unison: “Let’s pee on computers together to save humanity!”
It’s a funny commercial. What’s even funnier is that Kelce has unwittingly stumbled upon a real tactic for cooling down data centers.
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