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The case for data centers, explained by a person who wants you to like them

Can data center developers talk their way out of a backlash?

Lately, AI data centers are public enemy No. 1. The concerns are legion: how much water and electricity they consume, the noise they generate, the sprawling buildings they bring to communities, and the technology they’re powering that may or may not take all of our jobs and usher in the robot apocalypse.

Earlier this year, Gallup found that 71 percent of Americans oppose building data centers that support AI in their communities. And the backlash is bipartisan: Majorities of Democrats, Republicans, and independents opposed local construction.

Even in Texas, where data center development has been booming, Republican Gov. Greg Abbott has hit the brakes. In September, he directed state regulators to halt permits for data centers pending audits examining their effects on the power grid and water resources.

But while many data center projects have run aground, others are still getting built — and the companies behind them are employing experts like Nicole Thomas to smooth the way.

What would it take to actually stop the data centers?

Thomas is the senior vice president of media and community engagement at JSA, a marketing and public relations firm that represents data center companies. She spoke with Today, Explained co-host Sean Rameswaram about how the industry is responding to public opposition — and why she argues that these facilities can still be good neighbors.

Below is an excerpt of their conversation, edited for length and clarity. There’s much more in the full podcast, so listen to Today, Explained wherever you get podcasts, including Apple Podcasts, Pandora, and Spotify.

You’ve been at this for 21 years. Obviously, 21 years ago, data centers were not the hot-button issue they are today. When did you notice the shift?

I’d say about two years ago. I came into this industry myself about four and a half years ago. I come from a state transportation background where community engagement is just paramount. When you’re putting a new traffic intersection up, they expect you to interact with the public.

When I got to this industry, I said, “Oh, what’s your community engagement like?” And they said, “We don’t even have any community engagements in this industry.” And they weren’t wrong. Because 21 years ago,........

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