Ecolab: Do Consumers Know the Scale of AI's Water Problem?By Maya DerrickNovember 07, 20255 minsShareEmilio Tenuta, SVP & Chief Sustainability O...

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Ecolab: Do Consumers Know the Scale of AI's Water Problem?
By Maya Derrick
November 07, 2025
5 mins
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Emilio Tenuta, SVP & Chief Sustainability Officer at Ecolab
Ecolab's Watermark Study reveals that consumers underestimate the water demands of AI data centres, while trust in business water management falls globally
A report from Ecolab finds that public understanding of AI’s impact on water resources remains limited, with consumers far more conscious of the technology’s energy demands than its heavy reliance on water.

Now in its third year, the Ecolab Watermark Study surveyed adults across 15 countries and revealed that while many understand the electricity needed to power AI, few recognise how much water is consumed in cooling data centres.

In the US, only 41% of respondents acknowledged AI-related water usage, compared with 55% who were aware of its high energy consumption.

The disparity in awareness is even greater across Asia Pacific and Latin America, the research notes, based on data collected with Morning Consult in March 2025.
SOURCE:https://technologymagazine.com/news/ecolab-consumers-dont-know-the-scale-of-ais-water-problem

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