In a playful advertising initiative, Liquid Death partnered with ex-Philadelphia Eagles player Jason Kelce to address the eco-friendly management of water usage in AI data centers, which consume vast amounts of water for cooling purposes.
“AI data centers waste millions of gallons of water,” Kelce jokes in the promotional video. “That’s why Liquid Death and Garage Beer have joined forces. We want your pee to cool these data centers.”
As people pass through a field enjoying their drinks, they harmoniously chant: “Let’s pee on computers together to save humanity!”
The humorous ad not only entertains but also touches on a legitimate strategy for cooling data centers.
“The Liquid Death ad is amusing and lighthearted,” noted Michael Obradovitch, vice president of Data Center Global Accounts at Ecolab. “In reality, however, there are several alternative water sources already being utilized to similar effect for cooling these facilities.”
These alternative water sources can significantly reduce the reliance on drinkable water when used in data centers. One such source is recycled water, which is produced by treating wastewater and sewage to make it safe for reuse. As it turns out, wastewater can contain human urine.
“While you wouldn’t directly use urine, it can be treated to become usable water, which is our primary objective,” said Bruno Pigott, executive director of the WateReuse Association and former acting assistant administrator in water at the U.S. Environmental Protection Agency.
It’s crucial to note that individuals shouldn’t attempt to send their urine to aid in data center cooling, as suggested by Kelce’s light-hearted commentary. But if we indulge in a hypothetical scenario where urine is used for this purpose, what would the outcome be?
“Urine comprises various substances including salts, urea, bacteria, and organic materials, which can create mineral deposits. Pouring such a mixture into a cooling tower would necessitate continuous maintenance,” Pigott explained. “Evaporative cooling operates by passing warm air through water to dissipate heat. Can you envision the challenges of routing urine through hot air?”
While technologies exist to convert urine into safe drinking water—similar to what astronauts do in space—the process isn’t practical at a larger scale. Moreover, scientists don’t have the means to access vast quantities of urine outside of a joking context. Instead, our sewage generally ends up processed at treatment facilities.
Water treatment plants are essential in recycling wastewater, allowing us to prevent the odor from evaporated urine. These facilities use various technologies, including membrane bioreactors and reverse osmosis, to purify the water for industrial use. In some cases, this water can even reach drinking standards.
“For decades, we’ve utilized recycled water for cooling across numerous industries,” stated Dr. Greta Zornes, a water reuse expert at engineering firm CDM Smith. “This is just one application, but the surge in recycled water for data center cooling is certainly noteworthy.”
Zornes, who has specialized in water reuse technology for over 20 years, has seen an increasing focus in her work toward the needs of data centers.
“My daily tasks currently involve addressing recycled water requirements for data centers,” she mentioned.
Utilizing more recycled water means that data centers exert less pressure on local potable water supplies. However, the shift to this alternative water source requires significant infrastructure for effective treatment of millions of gallons daily.
“Data centers need to be located near adequately sized wastewater treatment facilities to have access to enough water,” Zornes explained. “When they are set up in rural areas, often the treatment plants are insufficient in capacity, making it challenging to reuse that water.”
In Loudoun County, Virginia, a region outside Washington, D.C., hosts over 250 data centers, with plans for several more. By 2025, these facilities are expected to consume about 200 million gallons of recycled water daily, yet this still only satisfies 43% of their total water needs. The remaining 260 million gallons (57%) are drawn from drinkable water sources, as reported by Loudoun Water.
“A considerable amount of infrastructure must be developed, which typically isn’t present today, and this process takes time,” Zornes stated. “That’s one of the challenges—we’re constrained by the time required for new setups.”
Obradovitch believes that the AI sector could even fuel the growth of this necessary infrastructure for water treatment. For instance, Meta is committing $270 million toward wastewater projects in the vicinity of its data centers, despite facing substantial financial losses in its Reality Labs division.
“Data centers can play a crucial role as cornerstones of water infrastructure,” Obradovitch remarked. “Many data centers have partnered with local communities to invest in solutions for these challenges.”
On the policy front, Pigott is lobbying for legislation that would grant a 30% tax credit to assist industries in expanding their recycled water infrastructures.
“This could significantly speed up the adoption of recycled water by data centers and other industries,” he affirmed.
While Liquid Death’s humorous ad conveys some unintentional scientific truths, it also serves to remind the tech sector that concerns regarding the environmental impact of data centers are increasingly prominent. According to recent surveys, about 70% of Americans are against the establishment of data centers in their neighborhoods, reflecting a growing skepticism towards AI technologies in daily life.
“It’s encouraging to see public concern about water resources, and anything that raises awareness is valuable, no matter how unconventional it may appear,” Pigott concluded. “This presents us with an opportunity to educate the public about our current practices.”
