Data centers have become deeply unpopular due to being loud and resource-hungry, sparking rare bipartisan political opposition. To counter this growing backlash, OpenAI is quietly adopting a new term for these facilities: “compute campuses.”
The New Terminology and Grid Protectors Program
OpenAI introduced the updated language during an announcement for its new “Grid Protectors Program.” The initiative begins with a site planned for Effingham County, Georgia, designed to resolve concerns regarding the strain AI infrastructure puts on local power grids during emergencies and extreme weather.
In the roughly 900-word announcement, the phrase “data center” was used only twice and was largely replaced by “compute campus.” The program addresses fears over high electricity usage and the possibility of everyday consumers paying for the AI expansion. OpenAI stated that it will cover the costs it generates and assist communities in maintaining their electricity supply.
The company noted that its new compute facilities differ significantly from older data centers, allowing for flexible power demands. A search of OpenAI’s website showed no prior usage of the term, and the rollout coincided with reports that the company planned to shift terminology ahead of potential regulatory shifts.
Criticism and Industry Comparison
As reported by The Verge, activist groups remain skeptical, viewing the rebrand as an effort by Big Tech to counter negative public sentiment without altering the environmental footprint or resource burdens of the facilities.
Holly Elmore, founder and executive director of PauseAI US, told The Verge in an email that communities will not be fooled by a name change when dealing with large construction projects. Abre’ Conner, director of the NAACP’s Center for Environmental and Climate Justice, told The Verge that the rebrand feels like an empty solution that treats environmental and health harms as public relations issues rather than real concerns.
Elmore also suggested to The Verge that the rebrand attempts to match rival company Anthropic, which previously committed to covering power grid upgrade costs, investing in local projects, protecting water supplies, and avoiding non-disclosure agreements with public officials. OpenAI did not respond to The Verge’s request for comment regarding the nomenclature change and its underlying motivations.
