Lately, AI data centers are public enemy No. 1. The concerns are legion: how much water and electricity they consume, the noise they generate, the sprawling buildings they bring to communities, and the technology they’re powering that may or may not take all of our jobs and usher in the robot apocalypse.
Earlier this year, Gallup found that 71 percent of Americans oppose building data centers that support AI in their communities. And the backlash is bipartisan: Majorities of Democrats, Republicans, and independents opposed local construction.
Even in Texas, where data center development has been booming, Republican Gov. Greg Abbott has hit the brakes. In September, he directed state regulators to halt permits for data centers pending audits examining their effects on the power grid and water resources.
But while many data center projects have run aground, others are still getting built — and the companies behind them are employing experts like Nicole Thomas to smooth the way.
Thomas is the senior vice president of media and community engagement at JSA, a marketing and public relations firm that represents data center companies. She spoke with Today, Explained co-host Sean Rameswaram about how the industry is responding to public opposition — and why she argues that these facilities can still be good neighbors.
Below is an excerpt of their conversation, edited for length and clarity. There’s much more in the full podcast, so listen to Today, Explained wherever you get podcasts, including Apple Podcasts, Pandora, and Spotify.
You’ve been at this for 21 years. Obviously, 21 years ago, data centers were not the hot-button issue they are today. When did you notice the shift?
I’d say about two years ago. I came into this industry myself about four and a half years ago. I come from a state transportation background where community engagement is just paramount. When you’re putting a new traffic intersection up, they expect you to interact with the public.
When I got to this industry, I said, “Oh, what’s your community engagement like?” And they said, “We don’t even have any community engagements in this industry.” And they weren’t wrong. Because 21 years ago, [data centers] were just like infrastructure. It was like building a warehouse for your computers. And so it was very similar to the way that you would build a Costco.
You would just go in, request a zoning permit, the zoning board would say, “Yeah, that works. Stamp, boom.” And you build your data center. And as a matter of fact, it was very secretive before, because data, and having that data in the wrong hands, has a lot of [cybersecurity] implications. About two years ago is when we started noticing the mainstream journalists coming around asking questions about data centers. And that’s, to me, when it started.
It still feels secretive, I think, to a lot of people, and that’s why people are mad. If you read about this data center that was proposed in Utah by Mr. Wonderful, Kevin O’Leary, it caught a lot of people off guard. Seventy percent of Americans, at the moment, do not want them in their backyards. How do you go about trying to change that 70 percent’s minds?
First and foremost, I think education is really important. And so one of the things that we did notice very early on because of the previously secretive nature of data centers, there wasn’t a lot of education out there about what they even are. And so that’s something we need to change. We need to make the connection between [phones] and data centers so that people understand what a data center means to their life on a daily basis.
Every app on your cellphone requires a data center to save your information in there. When you put your password into anything, you are interacting with a data center, which will verify your password and then let you into that app. Not to mention all of the information about you that you store in that app is then stored in a data center so that it can be recalled at any time.
We could not be having this call without digital infrastructure. It doesn’t work that way. We can’t have email without digital infrastructure. And that stat about 70 percent of people not wanting the data center in their backyard — I’d be interested in seeing the stat of how many people actually live near a data center and don’t realize it.
Because there are nondescript data centers doing work quietly in your neighborhood that have been there for decades and you don’t even know it. And so in some ways I feel, and I think the industry does as a whole, but I won’t speak for them, that the pushback on data centers is somewhat related to the pushback on AI, because people can’t control AI.
You even have Sam Altman telling us that AI will destroy society. So you have this concern about AI and you don’t know how to control it, but you can push back on data centers. And so it becomes the physical manifestation of AI are these data centers that people are trying to get overturned or get to not be in their neighborhoods.
It’s understandable. I’m a citizen too. You’re a citizen, and if things come into my neighborhood, I want to know about them. I have questions. There’s a big data center that just came to my community not long ago and their community engagement was horrible, absolutely horrible.
Can I ask where you are?
I’m in Indiana and I won’t say which hyperscaler it is, but a hyperscaler came into — I would say, not my neighborhood, into my city. They’re definitely not in my backyard, but they’re in my city. And so we took them to task because their community engagement was basically non-existent.
Wait, you work in data center PR, but you took a data center in your community to task for not being transparent enough?
Yeah, absolutely.
Which side are you on?
I’m on the side of responsible development.
We’ve all kind of accepted that we need a cloud for X, Y, and Z. And that it’s worth it so I can take lots of photos. I think everyone’s cool with that.
But the issue here is that people aren’t necessarily cool with AI, but we’re barreling forward anyway. How do you separate this essential need we have from AI, which people don’t necessarily feel is essential to their lives?
I think it goes back to education. Educating consumers on the difference between data centers: a small data center, a medium data center, a large data center. Educating them on why data centers exist and how they interact with data centers on a daily basis multiple times.
I hear you. But again, I feel like the issue here is not the data centers my cellphone needs, but instead is the data centers these AI companies need and these AI companies who the public doesn’t necessarily trust because they keep telling us that they’re going to kill us, and who the public is wary of because they don’t want their jobs being replaced by AI.
There’s all sorts of reasons that people are skeptical of new technology. So how do you specifically respond to that fear and to those people?
I think it’s, again, understanding the actual data center that’s being built in your community. Is it a 5-megawatt data center? That’s never going to house AI. That’s not enough power to house AI. Is it a one-gigawatt data center like Mr. Wonderful in Utah? That’s different.
But I think that AI is probably going to be something that is a lightning rod in the American public for a very long time. There are going to be people who are going to be anti-AI and pro-AI, and there’s going to be some people in the middle. I think it’s just, again, for us, it’s education, educating the community.
Have you ever been part of a project that a community rejected and you guys just packed up and said, “Okay, we’ll go find another community?”
Yeah. We have some clients who have had pushback from residents and they have said, “Let’s do a one-on-one community meeting where people can come in and ask us questions.”
And after the questions were answered, the community leaves and says, “Okay, this isn’t as bad as I thought it was.” Or we have a community that says, “No, we now have a moratorium and we’re pushing all data centers away.“
Sometimes they’ll wait for their client — my client is a developer and they’ve got clients that they’re developing for. If that client will wait, then maybe it is something that we’ll try to work out with the community. But oftentimes, they’ll just say, there’s communities who are literally raising their hand saying, “We’ll take a data center. We’ll take one. We’ll take two. Bring it here.”
So there are communities who recognize the benefits of data centers. And there are going to be other communities who say, “No, we don’t want this.” And then in five, six, eight years, they’re going to be like, “Wow, that county has a lot of tax dollars. They have a lot of really cool stuff. Why don’t we have that?” And the answer will be data centers.
I don’t think this ends anytime soon though, right? I counsel my clients that we could still be here in three to five years, really trying to help the American public understand the benefit of data centers. But it’s going to take a lot of education across the industry, and once we get those seeds planted, I’m a firm believer that they grow into educated community members who make educated decisions to bring community-minded data centers to their community.