OpenAI is pushing a plan to call large data centres that run AI services such as ChatGPT “Compute Campuses” in the future. With community backlash growing over huge power use and environmental burdens, it is a move to emphasise the facilities’ role as long-term investment spanning jobs and energy infrastructure.

On Nov. 1, Business Insider reported that OpenAI said it plans to propose a new name to replace data centres. The company said, “Compute Campus better describes the scale and role of the AI infrastructure we are building,” and stressed it is “a long-term investment in computing and energy infrastructure, and skilled workers.”

The idea comes as negative sentiment in the United States spreads over the construction of data centres. A Pew Research Center survey of 10,548 U.S. adults in July and August found 54 percent said data centres have a negative impact on the environment. That was 15 percentage points higher than 39 percent in January.

Responses saying they have a negative effect on household electricity bills also reached 50 percent. Sixty percent of respondents said they feel uncomfortable about a new data centre being built in their area.

Major big tech companies such as Meta, Amazon and Microsoft have tried to ease opposition by pledging support worth millions of dollars to schools and local communities near data centres. OpenAI is seen as seeking to improve negative perceptions of the facilities by adding a name change.

OpenAI also said it has a plan to ensure residents in areas where data centres are built participate in the development process and share in the economic opportunities created by construction and operations.

There is also a political backdrop. In the United States, data centres have emerged as a major local issue ahead of the midterm elections on Nov. 3. Axios reported that OpenAI plans to step up policy and public relations activities on AI regulation and infrastructure development after the election.

It was reported to be preparing new policy proposals and community cooperation plans, especially in case the Democratic Party’s influence in Congress expands.

Still, it is uncertain whether the new name will take hold. A name change alone will not reduce power consumption or environmental burdens, so specific cooperation plans with local communities are expected to be key to future assessment.