Liquid Death and Jason Kelce’s urine cooling joke hits a nerve in data center water debate
A viral campaign proposing human urine for server cooling highlights the growing reliance of AI facilities on recycled water to offset heavy potable water consumption.
Liquid Death and former Philadelphia Eagles star Jason Kelce have launched a marketing campaign suggesting that human urine could be used to cool artificial intelligence data centers. The initiative, a collaboration with Garage Beer, features Kelce urging consumers to “pee on computers together to save humanity” in an effort to reduce the industry’s reliance on drinking water. While the premise is humorous, it underscores the significant environmental footprint of data centers, which require massive quantities of water to prevent servers from overheating.
Industry experts acknowledge that the direct use of urine is facetious, but the underlying concept aligns with a real and growing tactic in the sector. Michael Obradovitch, vice president of Data Center Global Accounts at Ecolab, noted that alternative water sources are already being used to a similar extent to cool these facilities. Recycled water, derived from treated wastewater and sewage, serves as a critical offset to demand for potable supplies, although it requires extensive processing to remove salts, urea, and organic matter.
Dr. Greta Zornes, practice leader for water reuse at CDM Smith, stated that her day-to-day work has shifted to focus on recycled water for data centers due to rising demand. She explained that while the technology has been used for decades, the scale required for AI infrastructure is straining existing systems. “Every day right now, I’m working on recycled water for data centers,” Zornes said, highlighting the urgency of the transition.
The challenge lies in infrastructure. Data centers often require proximity to sizable wastewater treatment facilities, which are frequently insufficient in rural areas where new facilities are being constructed. In Loudoun County, Virginia, home to more than 250 data centers, facilities used approximately 200 million gallons of recycled water daily as of 2025. However, this accounted for only 43% of total water usage, with the remaining 57% drawn from potable supplies.
To address these gaps, industry leaders argue that tech companies must fund the necessary infrastructure. Meta is set to invest at least $270 million in wastewater infrastructure projects near its data centers, a move Obradovitch described as data centers becoming “anchors of water infrastructure.” Meanwhile, Bruno Pigott, executive director of the WateReuse Association, is advocating for legislation that would provide a 30% tax credit to help industries scale their recycled water capabilities.
The campaign’s virality serves as a reminder that the environmental demands of data centers have become a mainstream concern. A recent Gallup poll indicates that about seven out of ten Americans oppose data centers in their communities. Pigott suggested that even crude awareness campaigns could be beneficial by providing an opportunity to educate the public about the industry’s current efforts to manage water resources.
