Meet Bezzy, a new plush toy that’s as cute as it is critical, designed to highlight the often-unseen environmental and social costs of data centers. This collaboration between creative studio Basura and musician Alan Wilkis (Big Data) offers a quirky, cuddly introduction to the massive infrastructure powering AI.
Bezzy, an anthropomorphic server rack with googly eyes and limbs, is more than just a stuffed animal. Squeeze its torso, and it emits a piercing, grinding sound – a recording of actual ambient noise from a US data center. This "Adopt a Data Center" project aims to spark conversation about the energy consumption and noise pollution associated with the booming AI industry.
Data centers, essential for AI tools, are increasingly drawing criticism for their immense energy demands and expansion, often relying on fossil fuels. The noise they generate has also become a significant concern for nearby communities. The Bezzy doll, with its tagline "Hug me for ear-piercing forever hum," directly confronts these issues through satire.
Rajeev Basu, founder of Basura, described the chosen sound recording as "the clearest and most suitably irritating," likening it to a constant car alarm. The project also includes stickers with slogans like "Every data center deserves a forever home" and "Open your heart. And your power grid," reflecting sentiments gathered from interviews with people living near these facilities.
Alan Wilkis, whose musical project Big Data is known for its commentary on technology and society, views data centers as the "physical embodiment" of widening wealth inequality in America, with the economy increasingly betting on AI's success. The project seeks to make people reconsider their relationship with the services data centers provide.
Currently, only 20 Bezzy dolls are available for $99, handmade in the US. However, the physical toy is secondary to the project's message. The "Adopt a Data Center" website directs users to resources and stories about data centers, encouraging a deeper understanding of their impact. As Basu puts it, the core question isn't whether AI data centers should exist, but rather "who gets to decide where they go, what resources they consume, and whether the communities living beside them actually benefit."
