Data center cooling represents a growing challenge for the technology industry, especially due to the rise of artificial intelligence and the construction of more robust computing systems. This intensifies concerns about the large amount of water required to keep servers operating at ideal temperatures.
A recent advertising campaign raised the unusual question of using urine to help cool these centers. Although the idea seems humorous, it draws attention to a solution already in practice: the use of treated wastewater to reduce dependence on potable water.
This initiative was promoted by the energy drink brand Liquid Death and the brewery Garage Beer. The commercial, which also featured former American football player Jason Kelce, used the slogan “We want your pee” and played with the potential of using urine for cooling, even launching a cup as a container for the supposed liquid.
Behind this humorous approach lies a serious technical issue: servers generate significant heat during operation and require temperature control systems, with abundant water being an essential component in certain cooling technologies.
Water Consumption by Data Centers
In 2025, Google's data centers consumed approximately 10.9 billion gallons of water, equivalent to 41.3 billion liters. In the previous year, just one of the company's facilities located in Council Bluffs, United States, used about 3.8 billion liters.
The advancement of artificial intelligence makes this issue even more urgent, as more sophisticated AI models demand large computational infrastructures, increasing the number of servers and, consequently, the need for cooling systems.
However, it is important to clarify that pouring urine directly into equipment is not a viable alternative, as the liquid contains substances that can compromise cooling systems. Despite this, the basic premise of the idea may have valid foundations.
Wastewater Reuse as an Alternative
An alternative implemented in certain locations involves treating and reusing wastewater. After undergoing specific treatment processes, this water can be used in activities that do not require potable water, including data center cooling systems.
A notable example occurs in Quincy, Washington, United States. There, the city established a partnership with Microsoft to create a system that treats and reuses water to cool data centers. According to the U.S. Environmental Protection Agency (EPA), this measure results in an annual reduction in water consumption of about 138 million gallons, or 522 million liters.
Although functional, this type of system presents significant challenges for widespread implementation. Setting up the infrastructure can require millions of dollars and years of planning. It is also necessary to install piping to bring the treated water to the data centers, in addition to navigating various regional regulations and licensing processes.
In the specific case of Quincy, the project cost approximately US$ 31 million and took more than a decade from planning to the start of operation. The distance between the data centers and the treatment facility can also increase connection costs.
The EPA itself recognizes these difficulties and is working to expand the use of recycled water. Its action plan for 2026 includes measures aimed at supporting states and communities in increasing the use of recycled water for data center cooling and reducing regulatory barriers.
Thus, the mention of urine in the campaign serves as a playful device to draw attention to a serious issue: recycled water already has the capacity to mitigate the impact of data centers, but its expansion depends on investment, adequate infrastructure, and favorable regulations.