Data Centre LIVE 2025: Insights from Serverfarm and Google
Arun Shenoy, CMO & SVP of Sales at Serverfarm, and Ash Evans, EMEA Lead of Data Centre & Cloud Strategy at Google, presented a joint fireside chat at Data Centre LIVE 2025 that explored global data infrastructure planning, hyperscaler growth and the ever-changing energy and regulatory landscape behind it all.
Scaling up from kilowatts to megawatts
Twelve years ago, ServerFarm was excited about 200kW data centre deals.
As Arun noted: “The interesting thing is,12 years on, the number is exactly the same. It's just that the unit of measure is changed.
“We're still dealing in 200, just megawatts rather than kilowatts. And I think at the centre of that is the significant acceleration in digital infrastructure and digitisation.”
Ash leads a team overseeing front-end energy and location strategies across Europe for the company’s data centre growth.
He says: “My team look after primarily anything to do with front end strategy, leasing, land acquisition, utility acquisition, as well as supporting all the various cross-functional teams such as community engagement, government affairs, renewable energy, development and acquisition.”
He outlined how internal Google customers include cloud-native platforms like Spotify, as well as in-house products like YouTube, Search and DeepMind — now emerging as the “single largest internal customer” for data capacity due to AI workloads.
Infrastructure decisions shaped by geography and regulation
Asked how approaches to infrastructure vary globally, Ash described a shift: “I think if you asked me this question 18 months ago, it would be the same globally.
“I think now the US is very comfortable with AI and the regulatory environment under the current administration. There's definitely a reshoring effort that has gone on.
“Recently, I think you've seen all the hyperscalers do that. As a result, that is driving very, very intense, large-scale deals, both leasing and new land acquisition.”
Still, Google is investing significantly in European regions — Finland, Belgium and the Netherlands among them.
Balancing innovation, sustainability and community
With growing AI demands and shifting regulations, the conversation turned to sustainability.
“Technology is driving increasing scale and density,” Arun said, prompting the question of whether it’s possible to innovate at scale while remaining environmentally responsible.
Ash was confident: “I think we should be striving to achieve all three.
“Again, with any new kind of technology shift, there always challenges. And Google is no different in terms of its goals.
“We would strive to try and do all three as far as possible. We still remain firm with 2030 carbon-free energy.”
Ash also addressed the growing role of public perception.
“The not-in-my-backyard attitude is real,” he acknowledged, adding that hyperscalers must prioritise community impact.
“We need to be very mindful of the communities that we go into and local governments that we're dealing with.”
Wrapping up, Arun asked what others could do to better collaborate with Google. “Transparency,” Ash said.
“Historically, the data centre industry has been very closed door and very transparent.
“And I think that, and I'm hoping that, in the last three to four years, you have seen a shift, hopefully from all hyperscalers that show that little bit more transparency around the way they do things.
“That enables us to have more frank discussions.”
Essential diary dates for 2025
Discover the essential diary dates for Data Centre Magazine, as well as its sister publications – Mobile Magazine and Technology Magazine.
To enter for the Global Tech & AI Awards, click here.
- Tech & AI LIVE London + Cyber LIVE London | 14-15 May
- The Global Tech & AI Awards | 14 May
- Tech & AI LIVE Dubai | 4 June
- Tech & AI LIVE Singapore | 4 November
- Tech & AI LIVE New York | 18 November
Explore the latest edition of Data Centre Magazine and be part of the conversation at our global conference series, Tech & AI LIVE and Data Centre LIVE.
Discover all our upcoming events and secure your tickets today.
Data Centre Magazine is a BizClik brand
