Satirical Plushie Mimics Data Center Noise to Spark Debate
A creative studio and music producer have released a stuffed toy shaped like a server rack that plays a recording of real data center noise when squeezed. The project, called Adopt a Data Center, aims to draw attention to the environmental and auditory impact of the facilities powering AI. The sound clip was recorded by a neighbor of a Virginia data center and is described as a high-pitched, persistent hum.
The Bezzy plushie is a limited run of just 20 handmade units priced at $99, available through the Adopt a Data Center website and Big Data's storefront. The project grew out of dozens of interviews with residents living near US data centers, and the chosen audio clip was selected specifically because it was the clearest and most irritating recording collected. The toy's tag reads "Hug me for ear-piercing forever hum."
The collaboration also includes stickers bearing slogans such as "Every data center deserves a forever home" and "Open your heart. And your power grid." When visitors click "adopt now" on the website, they are redirected to a statement containing links to research and reporting about data centers. Wilkis framed the issue as tied to wealth inequality, noting that roughly 40 percent of the stock market's value depends on a handful of tech companies.
This satirical product could reframe public conversation about AI infrastructure by making an abstract issue tangible and shareable. Residents near data centers may feel validated by the attention, while tech companies could face heightened scrutiny over siting decisions and energy use. The bipartisan nature of the backlash may encourage policymakers to examine data center regulation more seriously. However, with only 20 dolls produced, the project's reach is likely symbolic, potentially sparking discussion among a niche audience rather than driving broad change.