Digitalization is advancing rapidly across the water sector. Artificial intelligence, digital twins, and sensors are redefining water system management and improving efficiency. However, this technological shift has a lesser-known downside: increasing water consumption.
By 2030, AI-related development could require as much energy as India’s annual consumption and as much water as the total drinking water use of the United States. Data centers alone could consume more than 1 trillion gallons of fresh water annually by 2027. At the same time, the gap between global freshwater supply and demand could reach 56% by 2030, with demand projected to rise by up to 30% by 2050, according to the World Resources Institute (WRI).
The new Ecolab Watermark™ Study 2025 analyzes the relationship between technological innovation and water sustainability using data from 15 countries and multiple regions. Its conclusion is clear: digital transformation is intensifying pressure on natural resources, and water—often overlooked in energy planning—is emerging as a critical resource for the future.
Water: the hidden cost of digitalization
Global public awareness of AI’s water footprint remains limited. In China, 81% of consumers recognize AI’s energy use, but only 77% recognize its water use. The pattern repeats across regions: IMEA (India, Middle East, Africa) at 78% vs. 61%; Latin America at 68% vs. 51%; Asia-Pacific at 60% vs. 43%; Europe at 59% vs. 46%; and the United States at 55% vs. 46%. In every region, awareness of water consumption lags behind awareness of energy use, underscoring the need to integrate water into sustainable digital strategies.
Although consumers support companies using AI to promote more responsible resource use, confidence in corporate water and energy management is significantly lower. In IMEA, 76% say companies should use AI responsibly, yet only 63% trust their water management. In China, the figures are 72% and 77%; in Latin America, 70% and 49%; in Europe, 54% and 37%; in Asia-Pacific, 51% and 37%; and in the United States, 49% and 39%. The confidence gap is particularly wide in Western markets, where demand for regulation and transparency is rising.
Smart water management: expectation vs. reality
The study highlights a disconnect between public expectations and perceived corporate action on water. In China, 74% of consumers believe companies are reducing, reusing, or recycling water across their operations. In IMEA, the figure is 67%; in Asia-Pacific and Latin America, 48%; in Europe, 44%; and in the United States, 43%.
On a global scale, public awareness of AI's water footprint is still limited
Most respondents agree that companies should increase investment in water protection in the face of climate change. Regarding technology investment, Latin America leads at 84%, followed by IMEA (82%), China (77%), Europe (72%), Asia-Pacific (71%), and the United States (68%). The trend is similar for investment in water infrastructure.
Public interest in monitoring good corporate practices is also high: 82% of Latin Americans, 78% of IMEA respondents, and 68% of Chinese consumers say they would actively seek information on companies with responsible water practices. In Europe, Asia-Pacific, and the United States, this figure is 61%.
Water partnerships: a shared responsibility
Ecolab emphasizes that no single actor can address water challenges alone. The report explores how consumers perceive the roles of businesses, governments, individuals, and NGOs in water conservation—and regional differences are notable.
In China, 80% believe companies are taking action on water, 79% recognize individual responsibility, 84% acknowledge government involvement, and 79% value NGO contributions. In IMEA, 63% perceive corporate action, 69% see individual responsibility, 79% recognize government effort, and 67% credit NGOs.
In the Asia-Pacific, only around half believe any actor is taking sufficient action. In Latin America, the perceptions are more critical, with only 42% believing companies are acting on water, though NGOs receive higher recognition (60%). Europe and the United States show similar trends, with individuals and NGOs viewed as doing more than companies or governments.
Across regions, the data suggests a clear pattern: citizens see individuals and NGOs as leading water conservation efforts, while governments and companies are seen as having room to improve.
Climate change and social demand
The data also indicates that citizens associate climate change with growing water stress. In IMEA, 81% make this connection, followed by China (80%), Latin America (79%), Europe and Asia-Pacific (69%), and the United States (65%).
The data also confirms that citizens associate climate change with worsening water stress
Demand for action is similarly high. In Latin America, 87% say companies should prioritize climate efforts, and 88% expect the same from governments. The trend is consistent across all regions, though at varying levels.
Despite global challenges, the study finds a notable degree of optimism: 84% of Latin Americans believe water scarcity can be resolved, followed by IMEA (83%), China (73%), the United States (67%), Europe (66%), and Asia-Pacific (61%).
Clean water and water-intensive industries: trends for 2025
Water security remains a major global concern and a key indicator of public perception. Ecolab notes that, despite technological and regulatory progress, access to clean and safe water remains critical—particularly in regions affected by extreme weather or with large agricultural and industrial sectors.
Sustainability cannot be separated from responsible consumption and water protection
Concern over water quality and availability is widespread: 96% of consumers in China express concern, followed by Latin America (92%), the United States (79%), Europe (69%), IMEA (67%), and Asia-Pacific (63%).
Agriculture and the food industry are widely seen as the most water-intensive sectors worldwide.
A common challenge for the digital age
For a water sector undergoing its own digital transformation, the message is clear: technology alone does not guarantee sustainability. AI, data centers, and digital infrastructure all require water—not only to operate, but also to ensure resilience in increasingly unstable environments.
Making the digital water footprint visible, investing in circular solutions, improving transparency, and strengthening public–private partnerships will be essential to ensure that technological innovation and water management advance together. In the age of AI, energy is no longer the only strategic factor: digitalization is also thirsty.
