Data Centre Sustainability: Beyond Energy Consumption

Behind the scenes of our digital lives hum unseen giants: data centres. They store and process the lifeblood of our online world, from the movies we stream to the social connections we maintain and the financial transactions that keep our economies running. But this constant hum comes with a significant cost.

As we dive deeper into the age of AI, the role of data centres becomes even more critical. The rapid growth of this technology demands ever-increasing computational power and storage capabilities, with generative AI potentially requiring up to 33 times more energy than traditional software.

“While data centres have historically focused on energy efficiency through advancements in cooling, server technology and renewable energy, the increasing demand for water to cool these facilities poses a new and critical challenge,” says Simon Yeoman, CEO of Fasthosts.

This is why all of Fasthosts’ data centres are powered by 100% renewable energy. Here, Simon tells us more about water usage and the future of data centres.

Fasthosts' approach to energy and efficiency in data centres

In 1998, Andrew Michael couldn’t find a cost-effective, reliable hosting service to support his A-Level IT project, so he built his own: Fasthosts. The first data centre was completed in 2001, offering customers high-performing, reliable services. Then in 2014, the company launched its innovative Cloud Server platform. Since then, Fasthosts has grown to host more than 10,000 servers across its UK data centres.

In the data centre sector, facilities have become notorious for their substantial energy use, and while efficiency gains have been made, the relentless growth of AI is pushing consumption to unprecedented heights. Beyond energy, water is a critical resource under strain.

“The escalating demands of data processing and AI require robust cooling systems, which in turn lead to higher water usage,” Simon says. “This dual challenge of energy and water consumption presents a substantial sustainability hurdle for the industry to navigate.”

One innovative solution is the adoption of liquid cooling technologies. These systems use closed-loop mechanisms that drastically reduce water usage and allow heat reuse. By circulating a coolant liquid through server components, these systems efficiently absorb and dissipate heat, conserving water and improving cooling effectiveness.

In regions with suitable climates, air-cooled systems offer a more sustainable alternative. 

“These systems use ambient air to cool data centres, reducing the reliance on water-based cooling. Combining air cooling with advanced air filtration techniques can further enhance sustainability by cutting down water use and keeping temperatures within optimal ranges,” he explains. “Alternatively, existing water-based cooling systems can be improved by water recycling and reducing the amount of water that evaporates. This way, a data centre in a drought-prone area can reuse water within its cooling cycle and minimise water loss. This approach conserves water and helps the data centre remain efficient and operational even during water shortages.”

Looking to the future, Fasthosts hopes to strategically locate new data centres in regions with abundant water resources or cooler climates should be a top priority. Similarly, migrating old data centres to such regions can make a significant difference.

Redefining sustainability for data centres with AI

While innovative solutions are essential, the inevitable surge in AI adoption necessitates a paradigm shift. That’s why the focus can no longer be on simply lowering the number of kWh or litres of water used. Instead, these resources must be used as efficiently and effectively as possible, ensuring every bit contributes to maximising performance and sustainability.

To address this challenge, managing modern data centres also requires sophisticated tools for real-time monitoring and optimisation. 

“Data enmeshing, which involves integrating data from various sources, such as power consumption, cooling efficiency and environmental conditions, provides a comprehensive view of operations,” Simon says. “This approach helps spot inefficiencies, such as overworked cooling systems, and can make targeted improvements. For example, detailed power usage effectiveness (PUE) reports can identify outdated servers that need replacing with more energy-efficient models.”

Proper capacity planning is another critical aspect of efficient data centre management. It involves predicting future data centre needs and making sure that the infrastructure can handle increased loads without over-provisioning resources. This helps prevent wasted energy and resources on underutilised servers and systems, while also enabling data centres to scale to meet growing demands.  

“Server virtualisation is also essential for fine-tuning resource use. By running multiple virtual servers on a single physical server, data centres can significantly reduce the number of physical servers needed. This not only cuts down on energy consumption and cooling requirements but also maximises the use of available hardware,” Simon continues. “Beyond these foundational steps, several other strategies can prioritise sustainability. Shifting to renewable energy sources, such as partnering with companies that generate renewable electricity or investing in on-site solar panels, reduces the reliance on fossil fuels and minimises the environmental impact.”

Sustainable design practices, including modular construction and the use of eco-friendly materials, also support long-term sustainability. Modular construction allows for phased expansion, making each new addition as energy efficient as possible. 

“It goes without saying that using eco-friendly materials reduces the overall carbon footprint of the data centre, provided they are sourced in a responsible way,” he adds.

The paradoxical relationship between AI and data centre sustainability presents a compelling challenge and an extraordinary opportunity. While AI’s insatiable appetite for computational power drives up energy and water consumption, it also offers the potential to transform resource management within data centres.

“AI is not just a contributor to the data centre sustainability challenge; it can also be a powerful ally,” Simon asserts. “By embracing this technology and maximising its potential, the data centre industry can continue on its path to sustainable innovation.”

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