Data centres work 24/7 at high speeds and get searingly hot, but their computer chips receive plenty of pampering. Some of them basically live at the spa.

We'll have fluid that comes up and then shower down, or trickle down, onto a component, explains Jonathan Ballon, chief executive at liquid cooling firm Iceotope. In some instances, these advanced systems allow for circulating baths of liquid that efficiently ferry away the heat generated, allowing for operation at very high speeds without the risk of burnout.

Without adequate cooling systems, data centres risk complete operational failure. A failure at a data centre in the US caused significant downtime for financial trading technology earlier this year, prompting the company to enhance their cooling capacities to prevent future incidents.

The demand for data centres is surging, particularly due to the growth of AI technologies, yet this comes alongside controversy regarding the massive energy and water consumption they require. Environmental groups have called for a moratorium on new data centres, while some companies argue they can reduce their impact. Liquid cooling technology, especially that which operates without fans, may help lessen environmental concerns significantly.

According to Iceotope, their cooling approach could reduce energy demands by up to 80%. Their cooling systems utilize a closed-loop design that minimizes water consumption, making them appealing to local communities concerned about resource depletion.

Industry experts highlight the ongoing challenges with traditional cooling methods. With advances in chip technology, older air-cooling methods are proving inadequate, leading to increased competition for novel solutions.

Innovations vary dramatically, from Microsoft's investigation into underwater cooling solutions to emerging technologies involving passive cooling via membrane systems.

With the rise of energy-intensive AI operations, the search for effective cooling technologies is more critical than ever, as the demands from AI systems continue to escalate the need for efficient data centre cooling methods.