Hate AI Data Centers? Big Tech’s New Ad Campaign Aims to Change Your Mind

xAI's data center operation in Memphis, Tennessee. Steve Jones/Southern Environmental Law Center If you’re part of the growing majority of Americans who oppose AI data centers, the US government and Big Tech have a message for you: Get over it. The backlash against these massive AI server farms — notorious for guzzling energy and water — has been countered in recent days by aggressive public statements by President Donald Trump. In a post on Truth Social, Trump said that local communities that don’t want data centers will end up “backwards and poor.” He went on to liken opposition to data centers to killing the “Golden Goose,” implying that we’re all to blame for blocking economic growth. CNET And billionaire tech leaders, who have been especially cozy with the current administration, are taking to the field with a massive advertising blitz to sway public opinion, especially as November’s midterm elections approach. A group called Build American AI, funded by the pro-AI political action committee Leading the Future, is launching a multimillion-dollar campaign to try to counter the tide and promote the construction of AI data centers. The campaign’s initial rollout targets key election battleground states, starting with Kansas, Ohio and Wisconsin. Opposition to data centers isn’t just about residents facing spiking electricity and water bills, though that would certainly be reason enough after five years of steadily high inflation. There’s also an array of environmental and health concerns, as well as general ambivalence or hatred of AI technology. Grassroots efforts, such as a nationwide map of data centers and proposed projects launched by activist Erin Brockovich, have helped communities organize and stay informed, while several cities have approved bans or moratoriums on new data center projects. The sentiment against data centers shifted so quickly and sharply this year that a newly published Annenberg Public Policy Center study finds that around two-thirds (61%) of US adults oppose new data center builds near them. And that negative sentiment is across party lines, shared by Democrats (69%), Republicans (54%) and independents (53%). Could a powerful network of political action committees and a barrage of expensive digital ads sway public opinion? Marketing experts told CNET it’ll be incredibly difficult to put that genie back in the bottle. The main challenge is that society is incredibly polarized on AI-related issues right now, said Ari Lightman, professor of digital media and marketing at Carnegie Mellon University’s Heinz College of Information Systems and Public Policy. Tech companies are “trying to create an argument that local communities are going to benefit from the data center,” but those communities are “saying, no, we don’t believe you.” According to Lightman, campaigns that attempt to shift public opinion on data centers must build a strong case for local benefits — and especially overcome deep-seated skepticism toward tech companies and AI. Big Tech’s backers The Build American AI campaign is part of the super-PAC network Leading the Future, which is bankrolled and organized by a coalition of powerful Silicon Valley investors, tech executives and veteran political operatives. The PR strategy is pretty straightforward: Rebrand data centers so they’re no longer seen as local nuisances but vital economic lifelines. Key backers include billionaire venture capitalists Marc Andreessen and Ben Horowitz, as well as Greg Brockman, the president of OpenAI. According to filings, Build American AI initially raised $100 million just from those parties. Other financial backers include Palantir co-founder Joe Lonsdale, who has been a donor and supporter of Trump; AI search engine Perplexity and investor Ron Conway. The ad campaign would be a major influx of money toward pro-data center messaging. Advertising insights company AdImpact told CNET that, after tracking about 15,000 broadcast airings of data center-related ads, total spend is just $7.6 million this year, and most of it is directed against data centers. About 73% of the spending is from Democratic candidates, said John Link, VP of data at the firm. Most of the ads go after data centers directly or link opponents to their development, often due to rising energy costs or environmental concerns, Link said. Earlier this year, Wired reported that Build American AI used a “dark money” campaign to pay TikTok and Instagram influencers to promote scripted messaging to frame aggressive AI development as a critical US national security priority against China. The new campaign could also rely on similar tactics and talking points. Trump’s recent Truth Social post said: “China could not be happier with this anti Data Center movement.” Persuading is a long road Build American AI seems poised to hypertarget its ad buys to local news websites, streaming platforms and social media feeds — that way, the campaign reaches nearby residents and zoning decision-makers. In late July, Build American AI previewed its advertising materials to potential vendors and political strategy firms. Internal documents revealed that the campaign’s main thrust will be to portray data centers as engines of economic growth and job creation. Given the widespread distrust of Big Tech, the ads are likely to avoid mentioning specific companies like Amazon, Google or Microsoft. Another tactic would be to reframe data centers as critical national infrastructure, treating them like public highways, water systems or the electrical grid. Marketing experts CNET spoke with stressed that for the pro-AI messaging to work, it will have to thread the needle by addressing local concerns like energy and water usage while extolling the benefits data centers bring, such as employment and improved technologies that make people’s lives easier. The employment claim, however, has been met with skepticism. Most jobs created by data centers are construction-related and not long-term positions. The other central issues to address would be resources, pollution and the lack of transparency around data center projects. Elie Barreby, head of SEO and AI search at Adorama, said that messaging in favor of data centers may fly directly in the face of what people are actually experiencing, such as noise pollution or rising utility bills. “Nobody can advertise their way out of a bad user experience,” Barreby said. Communities are facing “too many real-world negatives to be fooled by any marketing campaign, no matter how good!” There’s been a heated debate over how many jobs data centers create beyond their initial construction phase.Stephen Shankland/CNET According to said Joe Szynkowski, founder of PR company The UpWrite Group, “the only way a national campaign can bring down the temperature will be tying the benefits of data centers to the everyday life of people in the affected communities.” Any PR or marketing campaign requires making people feel something positive, but Szynkowski said tech companies haven’t done a great job with that kind of messaging so far. Lightman said there’ll need to be grassroots campaigning and boots on the ground to answer questions and remain consistent. Word spreads fast online if a data center’s promises aren’t met or if incentives are being offered in one location, but not in another. Lightman isn’t very optimistic that these campaigns will effectively connect with and convince people who already feel misled or skeptical about AI and data centers. “I don’t think the folks that are building the data centers frankly have the capability and wherewithal to do that,” he said. Omar Gallaga has covered technology, digital culture and other topics for outlets including CNET, NPR, WIRED, Texas Monthly, MSNBC, Consumer Reports, The Washington Post, the Los Angeles Times, The Atlantic and the Austin American-Statesman, where he was a longtime tech reporter, editor and podcaster. He lives in the Texas Hill Country. See full bio The Latest from Omar Hate AI Data Centers? Big Tech’s New Ad Campaign Aims to Change Your Mind Anthropic’s Content Checker Tool Is Here, With One Big Catch Instagram Says It’s Pulling the Mask Off AI Influencers