AI and energy: the role of greener data centers

Article published by Observer July 21.

In a recent article for Observer, Eyjólfur Magnús Kristinsson, CEO of atNorth, explores the powerful intersection between rapid AI growth and the mounting pressure to meet ESG goals — a convergence that is redefining the future of digital infrastructure.

As artificial intelligence continues to evolve at pace, the demands it places on data center infrastructure are becoming more urgent and complex. The global AI market is projected to grow from $189 billion in 2023 to an astonishing $4.8 trillion by 2033. This expansion is accelerating the need for scalable, high-performance data centers that can handle massive compute loads — all while aligning with increasingly strict environmental regulations such as the EU’s Corporate Sustainability Reporting Directive (CSRD).

The article highlights how data centers have moved from being hidden in the background to becoming critical to sustainability strategies. In this context, atNorth is recognised as a leader — delivering infrastructure that is not only ready for the scale and intensity of AI and high-performance computing (HPC), but also purpose-built for long-term environmental responsibility.

With locations across the Nordics, atNorth’s data centers are powered entirely by renewable energy and use the region’s naturally cold climate to enable efficient free air cooling. This reduces the environmental impact of AI workloads without compromising on performance. The facilities are modular and scalable, designed specifically to support high-density computing, and incorporate heat reuse initiatives that contribute to circular economies — including collaborations with local communities and projects such as greenhouse farming in Denmark.

What emerges clearly from the article is a shift in mindset: sustainability and performance are no longer competing priorities. They are mutually reinforcing imperatives. AI-ready infrastructure must be powerful — but it must also be planet-friendly.

Read the article here.