Liquid Death’s Cheeky Campaign: Addressing Water Usage in AI Data Centers

In a playful marketing initiative, Liquid Death has collaborated with former Philadelphia Eagles player Jason Kelce to highlight a serious issue: the environmental impact of AI data centers, which are notorious for their high water consumption needed to prevent overheating.

The Comical Campaign

In the video advertisement, Kelce humorously notes, “AI data centers waste millions of gallons of water. That’s why Liquid Death and Garage Beer have teamed up. We want your pee to cool these data centers.” Accompanied by a cheerful crowd sipping their drinks, they sing, “Let’s pee on computers together to save humanity!” While the humor is catchy, it indirectly touches upon a genuine method for cooling data centers.

Michael Obradovitch from Ecolab describes the commercial as “funny and tongue-in-cheek,” yet he points out that there are already alternative water sources being utilized for cooling these facilities.

The Role of Recycled Water

These alternative sources, such as recycled water, significantly reduce the reliance on potable drinking water. Recycled water is created by treating wastewater and sewage, allowing it to be repurposed safely. Interestingly, this recycled water can include components from human urine, although it’s not reused directly in its original form.

Bruno Pigott, WateReuse Association’s executive director and former EPA administrator, emphasizes that the focus isn’t on utilizing urine directly but on the process of cleaning it to create usable water.

A Thought Experiment on Using Urine

It’s important to clarify: contributing your urine to cool data centers isn’t a viable solution. However, humorously considering the idea raises interesting points. Pigott highlights the potential complications of using urine directly, noting its various components—salts, urea, bacteria, and organic matter—that could lead to significant maintenance issues in cooling systems.

Using a method like evaporative cooling depends on clean water. Imagining the challenges of passing urine through hot air underscores the impracticality of the suggestion. While astronauts convert their urine into drinking water aboard spacecraft, this method isn’t efficient for large-scale use, and the logistics of collecting enough urine are impractical.

The Importance of Water Treatment Facilities

This is where wastewater treatment facilities come into play. They recycle water to create a safe supply for industrial uses, including cooling systems. Dr. Greta Zornes, a water reuse expert, notes that recycled water has been utilized across various industries for decades. In fact, the demand for recycled water for cooling in data centers has surged recently.

These facilities employ advanced technologies like membrane bioreactors and UV light to ensure the treated water is clean enough for various applications. Under the right conditions, this recycled water can even become safe for drinking.

Balancing Water Supply and Infrastructure Needs

With the increasing usage of recycled water, the pressure on local potable water supplies decreases. However, industries require reliable infrastructure to treat large volumes of water daily. Zornes points out that proximity to adequately sized wastewater treatment facilities is crucial for data centers, especially those located in rural areas where such facilities may be lacking.

Case Study: Loudoun County, Virginia

Loudoun County, Virginia, near Washington, D.C., is home to over 250 data centers and is set to add more. In 2025, these data centers used approximately 200 million gallons of recycled water daily, accounting for only 43% of their total water usage. The remaining 57% came from potable supplies, which illustrates the ongoing challenge of water consumption in this context.

Zornes emphasizes that substantial infrastructure improvements are needed to support greater adoption of recycled water. The time required to develop these systems remains a significant hurdle.

The Future of Water Infrastructure and AI

Obradovitch sees an opportunity for the AI industry to contribute to the development of this vital infrastructure. Pointing to Meta’s planned $270 million investment in wastewater projects near its facilities, he explains that data centers can become integral to improving local water infrastructure.

Legislative Support for Water Infrastructure

On a policy level, there’s advocacy for legislation that provides a 30% tax credit to aid in scaling recycled water systems. Pigott believes this could accelerate the adoption of recycled water initiatives among data centers and other industries.

Conclusion: Raising Awareness

Although the humorous premise of Liquid Death’s campaign may seem trivial, it effectively brings attention to the pressing issue of water consumption in data centers, which has significant environmental implications. Recent data indicates that many Americans are concerned about the presence of data centers in their communities, highlighting a disconnect between technological advancement and public sentiment.

With increased awareness surrounding water conservation and recycling, there’s an opportunity for the tech industry to engage more responsibly with environmental concerns. As Pigott succinctly states, “Anything that raises awareness of water, however crude it may be, could actually be beneficial.” This campaign serves as a reminder of the need for innovative solutions to ensure sustainable water management in our increasingly data-driven world.

In summary, while we won’t be using pee to cool data centers anytime soon, the conversation around recycling and conserving water is more vital than ever. As both technology and environmental concerns continue to evolve, collaborative efforts toward sustainable practices are crucial.

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Emmanuel Kesse

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