COOL it with AI / Strategy

COOL

AI is powerful, innovative, and everywhere. But there’s another side to it—one that’s not as flashy but just as important.

Every time you ask AI a question, it demands energy. A lot of it. Data centers are running overtime to keep up, guzzling power just to stay cool. A single ChatGPT prompt? Ten times the energy of a Google search.

As a team driven by a passion for sustainability, we wanted to highlight this hidden cost without guilt-tripping anyone for using AI. Instead, we made people think. And so, John was born.

John is the definition of cool. An AI-generated grandpa with effortless confidence. But in our world, cool isn’t just a vibe—it’s a necessity. Cooling data centers requires a staggering amount of energy, and John became our way of getting people to notice.

At our AR exhibition, visitors scanned his portraits, bringing him to life. Through an interactive monologue, he dropped knowledge, and got them thinking. Then, he led them to a website breaking down AI’s environmental cost.

The future is AI. But the future should also be cool—in every sense of the word.