A new advertising campaign uses AI’s environmental footprint to promote unplugging and embracing film photography.

WHAT’S HAPPENING

Polaroid has launched a global marketing campaign, “The Best of Summer Is Analog,” encouraging people to step away from screens and enjoy real-world experiences. One of its most talked-about ads urges people to “jump in some water before the data centers drink it all up,” referencing growing concerns about the water used to cool AI data centers.

Polaroid says the campaign is not anti-technology. Instead, the company says it aims to celebrate human experiences, creativity, and moments that exist beyond digital devices.

WHY IT MATTERS

The campaign reflects a broader trend of brands using AI skepticism as a marketing strategy. At the same time, it highlights an ongoing debate over the environmental impact of AI infrastructure as data centers continue to expand worldwide.

WHO BENEFITS

• Polaroid and brands promoting analog experiences.
• Consumers seeking alternatives to constant digital engagement.
• Environmental groups raising awareness about AI infrastructure.

WHO LOSES

• AI companies facing increased public scrutiny over resource consumption.
• Data center operators navigating growing environmental concerns.

WHAT HAPPENS NEXT

Technology companies continue investing in more efficient cooling systems, including liquid cooling technologies designed to reduce water and energy use. As AI adoption accelerates, discussions about balancing innovation with environmental sustainability are likely to remain part of the public conversation.