OK, can we actually cool data centers with our pee? | TechCrunch

Last day to exhibit your breakthrough to 10,000+ tech leaders at Disrupt is on Oct 2. Book Exhibit Table Now. Disrupt doors open Oct. 13. Get your pass and bring someone with you at 50% off. REGISTER NOW. 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. “The Liquid Death commercial is funny and tongue-in-cheek,” Michael Obradovitch, vice president of Data Center Global Accounts at Ecolab, told TechCrunch. “But in reality, there is a fair amount of alternative water sources already being used to a similar