NextDC CEO Craig Scroggie uses tactical vagueness to obscure the percentage of energy consumption related to AI computation.

Corporate Communication Environment TechnologyMay 8, 2026score 0.172 posts · 0 replies across 1 instances

The thread discusses tactics used in data center public relations, specifically highlighting tactical vagueness and inevitability, as demonstrated by comments from NextDC CEO Craig Scroggie. This is significant because it reveals strategies employed by companies to manage public perception regarding their environmental impact and technological operations.

Claims

Parent: Technology IndustryEntity: AI data centersImpact: negativeDate: May 8, 2026Target: Transparency in energy consumption related to AI operations

NextDC CEO Craig Scroggie employs inevitability as a PR tactic to suggest that negative impacts of AI data centers are unavoidable.

Parent: Technology IndustryEntity: AI data centersImpact: negativeDate: May 8, 2026Target: Control over the direction and impact of AI data center operations

Source posts

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These comments from NextDC CEO Craig Scroggie demonstrate two tactics used in modern data centre PR:

- TACTICAL VAGUENESS: 'Our data centre will run your life-saving surgery. No, we won't tell you what % of our energy consumption relates to AI surgery computation, that's secret'

- INEVITABILITY: 'Yeah sure there's bad with the good, but you're powerless to stop it or change its direction, so you may as well just lie down and cop it'

Both explored in my latest report :)
https://ketanjoshi.co/2026/02/17/big-tech-greenwashing-report/

2 boosts · 0 favs · 0 replies · May 8, 2026

@[email protected]

These comments from NextDC CEO Craig Scroggie demonstrate two key tactics used in data centre PR:

- TACTICAL VAGUENESS: 'Our data centre will run your life-saving surgery. No, we won't tell you what % of our huge energy consumption relates to AI surgery computation, that's secret business info'

0 boosts · 0 favs · 0 replies · May 8, 2026