Jason Kelce beer ad mocks AI data centers over water use

"Water is the world's most valuable resource, and data centers are a hot topic, so we got together to have some fun, while raising a little awareness," he said.

Garage Beer is not the first brand to ride the AI-criticism wave. Heineken recently put up a New York City billboard featuring a wearable AI companion-like device that said: "The best way to make a friend is over a beer." Polaroid's summer marketing has included images of people swimming outside with messages like: "Go jump in some water before the data centers drink it all up."

AI companies have responded with ads of their own. A Meta ad last month promoted a positive vision of AI's future and said the company disagreed with negative predictions. An Anthropic ad addressed AI anxiety directly, featuring images of a house on fire. "There's hope in hard questions," the ad said.

Opposition to AI data centers has grown across the U.S., with residents holding protests and filing lawsuits to block developments over water and energy use, higher utility bills, and noise. A Business Insider analysis last year found the data center boom was deepening the water crisis.

Kelce and his brother Travis Kelce co-own Garage Beer. Neither has publicly criticized AI before this ad.

The U.S. Postal Service did not respond to a request for comment about whether mailing urine to a data center is permissible.