Full Breakdown
Polaroid’s Anti-AI Water-Use Billboard Sparks Debate Over Data-Center Consumption
6/25/2026, 10:59:52 AM
Polaroid’s Provocative Summer Campaign
Polaroid unveiled a billboard on Coney Island Beach in Brooklyn that reads, “Go jump in some water before the data centers drink it all up.” The ad promotes the company’s “the best of summer is analog” campaign tied to the launch of its Go Generation 3 camera. In an Instagram post, Polaroid added, “There’ll come a day when the things we took for granted can never be taken again… Go take a swim. Go embrace the beautiful, simple, wild, analog stuff.”
AI Data Centers and Water Consumption: Background
The billboard taps into a broader discussion about the environmental impact of AI-driven data centers. Business Insider’s investigation found that several of the largest U.S. data-center facilities are permitted to withdraw more water daily than the average consumption of nearly 49,000 Americans. Data centers use water directly for cooling servers and indirectly through electricity generation.
Key Stakeholders
- Polaroid – Creative director Patricia Varella leads the anti-AI messaging.
- OpenAI – CEO Sam Altman has publicly dismissed water-use concerns.
- Nvidia – Director of data-center cooling Ali Heydari promotes a new liquid-cooling system.
- IBM – Analyst Jonathan Adashek notes AI deployment is “top of mind for everybody.”
Data & Statistics
- Permits for some U.S. data-center facilities allow daily water withdrawals exceeding the typical usage of roughly 49,000 Americans.
Official Statements & Responses
Polaroid’s release emphasizes a “pro-human” stance, asserting the brand must coexist with technology while protecting analog experiences. IBM’s Jonathan Adashek frames AI’s rapid adoption as a central public concern. OpenAI’s Sam Altman labeled circulating water-use claims as “totally insane,” calling the notion of water consumption “totally fake.” Nvidia’s Ali Heydari announced a liquid-cooling system that “eliminated massive amounts of power usage and pretty much all water usage.”
Criticism & Opposition
Tech leaders have pushed back against criticism of data-center water use. Nvidia highlighted its shift from evaporative cooling to liquid cooling, arguing newer technologies reduce water demand. Altman’s dismissal of water-use allegations reflects skepticism about the magnitude of the issue.
Conflicting Reports & Gaps
Sources present divergent views: Business Insider’s permit data suggests high water consumption, while OpenAI’s Altman denies any significant water impact, and Nvidia claims near-complete elimination of water use. Independent verification of current water-use levels remains absent.
Verbatim Quotes
- “Go jump in some water before the data centers drink it all up.” — Polaroid billboard
- “There'll come a day when the things we took for granted can never be taken again. Obviously, we're being a bit cheeky with our line here, but still.” — Polaroid Instagram caption
- “While our campaigns are provocative and challenge our relationship with technology, we're not anti-digital,” — Patricia Varella, Creative Director, Polaroid
- “We have eliminated massive amounts of power usage and pretty much all water usage,” — Ali Heydari, Director of Data-Center Cooling and Infrastructure, Nvidia
Implications for Consumer Perception and Industry Practices
Polaroid’s ad leverages environmental concerns to differentiate its analog products, potentially influencing consumer attitudes toward AI-heavy services. Simultaneously, tech firms’ statements on water efficiency may shape industry standards and public expectations for sustainable data-center operations.
What’s Next
Polaroid will continue its summer campaign across social platforms. Nvidia plans to roll out its liquid-cooling solution to data centers, while the debate over AI’s water footprint is expected to persist as stakeholders seek clearer metrics.
