AI companies want the public to treat them as inevitable. Fine. Then publish the power, water, and land costs like adults.
The AI industry's favorite trick is to describe itself as destiny while negotiating like a landlord.
When it wants subsidies, it is infrastructure. When towns ask about water use, it is proprietary. When utilities warn about load, it is national competitiveness. When critics ask for carbon accounting, it is anti-progress. This is not an argument. It is a costume rack.
The U.N.'s push for environmental disclosure is modest to the point of politeness. Measure the footprint. Disclose it. Commit to clean energy. Include carbon, water, and land, not just the category that photographs best in a sustainability deck. If the industry cannot accept that, it is not being regulated to death. It is being asked to behave like every other large physical appetite in public life.
AI boosters are right about one thing: the technology is not going away. That makes disclosure more necessary, not less. A passing fad can be mocked. A permanent load on the grid must be governed. If models are going to mediate education, medicine, software, search, entertainment, finance, and government services, then the data centers behind them are no longer private scenery. They are part of the civic plant.
The companies already know more than enough to start. They know utilization by cluster. They know where latency matters. They know how much power procurement affects margins. They know which regions are attractive because energy is cheap, water is available, regulators are pliable, or residents are disorganized. The mystery is not technical. It is political.
There is a clean bargain available. Build the useful tools. Make them faster and cheaper. Let scientists, coders, doctors, artists, and boring office workers have the magic where the magic is real. But stop pretending the magic has no exhaust.
An industry that invoices by the token can publish by the kilowatt-hour. Until then, its grand civilizational rhetoric should be read as what it is: a request for trust from companies unwilling to show the meter.