2025 Ecolab Watermark™ Study Uncovers AI’s Hidden Impact on Global Water Resources
Ecolab, a global leader in water, hygiene, and sustainability solutions, has released the findings of its third annual Ecolab Watermark™ Study, revealing an urgent intersection between the rapid rise of artificial intelligence (AI) and the world’s growing water challenges. The 2025 study underscores that as AI transforms industries and economies, its often-overlooked water footprint could significantly shape the future of global resource management.
The Watermark Study, which surveys public attitudes toward water stewardship across 15 countries, highlights that while most consumers recognize the energy-intensive nature of AI, far fewer understand the vast amount of water required to produce AI hardware and cool the data centers that power these technologies. In the United States, 55% of consumers are aware of AI’s power demands, but only 46% realize that AI operations also consume substantial amounts of water. The awareness gap is even wider across Asia Pacific and Latin America, where fewer people associate AI development with water use.
Christophe Beck, chairman and chief executive officer of Ecolab, emphasized that the intersection of AI growth and global water scarcity presents both a major challenge and a critical opportunity.
“By 2050, the world will have nearly 30% more people and require 47% more energy. Water demand will continue to surge—yet by 2030, the world already faces a projected 56% water deficit,” Beck said. “The AI boom is shaping this future, creating new opportunities for innovation and economic expansion. But every new data center and semiconductor fab that comes online requires significant water resources. We can produce more energy, but we can’t create more water.”
Beck further noted that industries currently recycle only about 20% of wastewater, and in microelectronics manufacturing, that number drops below 10%. He described this as “an engineering flaw and a missed opportunity” that businesses must address through smarter, more efficient water management systems. “At Ecolab, we believe the solution to the AI resource challenge lies within AI itself,” he explained. “By leveraging AI for data analytics, real-time monitoring, and precision temperature control, we can enable industrial water systems that use less water than a car wash.”
The 2025 Watermark Study also uncovered a significant “trust gap” between consumers and corporations. While global consumers overwhelmingly agree that businesses should invest in sustainable technologies to reduce AI’s impact on natural resources, many doubt that companies are doing enough. Respondents believe that water reuse and recycling should be a top priority, yet only a minority feel confident that businesses and governments are implementing these strategies effectively.
In the U.S., only 43% of respondents trust that businesses manage water responsibly, with similar skepticism reflected across Europe (44%), Asia Pacific (48%), and Latin America (48%). Consumers in these regions expressed concern that despite increased awareness of water scarcity, tangible action from corporations and governments remains limited.
“Global consumers recognize that smart water management is essential for a resilient future,” said Emilio Tenuta, Ecolab’s chief sustainability officer. “They expect businesses to lead not just with promises, but with transparent, measurable action. The integration of AI presents a powerful opportunity for businesses to deliver water-efficient solutions that serve both community needs and corporate growth.”
Beyond the topic of AI, the 2025 Watermark Study explored broader consumer perceptions of water security and climate-related challenges. Participants across all surveyed regions reported heightened awareness of extreme weather events, droughts, and declining freshwater availability. While concern about water scarcity remains high, the study found a surprising note of optimism: many consumers believe the crisis is solvable through innovation, better management, and stronger collaboration between public and private sectors.
Ecolab’s findings highlight a crucial message for industries worldwide: as digital transformation accelerates, water stewardship must advance in parallel. Companies that incorporate AI responsibly—not just to optimize production, but to conserve vital resources—can simultaneously drive profitability, resilience, and sustainability.
The 2025 Ecolab Watermark™ Study was conducted in partnership with global intelligence firm Morning Consult in March 2025. The survey included responses from adults across Asia Pacific, China, Europe, Latin America, India/Middle East/Africa, and the United States. By collecting insights from diverse regions, the study provides a comprehensive view of global attitudes toward water use, responsibility, and the critical role of technology in ensuring a sustainable future.
As AI continues to reshape economies and infrastructure, Ecolab’s research serves as a timely reminder that technological progress must go hand in hand with environmental stewardship. The hidden water cost of AI is not just a technical issue—it’s a defining sustainability challenge for the decades ahead.
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