| Mobile Web

Polaroid targets AI data centres with water use ad campaign

U.S. optics and photography maker Polaroid has launched an advertising campaign that directly targets the water use of AI data centres. The company is highlighting the environmental impact of data centres rather than criticising AI itself, while promoting the value of “analog” experiences. The campaign includes a billboard on Coney Island in Brooklyn and posts on Instagram carrying the same message. The issue has also drawn responses from OpenAI and Nvidia.