Huawei is betting that the future of AI infrastructure will depend as much on energy systems as on computing power
Updated
May 19, 2026 5:43 PM
Blue light painting with a lightbulb. PHOTO: UNSPLASH
As AI companies build larger models and deploy more AI agents, the industry is running into a new constraint: electricity. The challenge is no longer just about computing power. It is increasingly about how to supply, manage and sustain the energy needed to run AI infrastructure at scale.
That was the central argument behind Huawei’s latest AI data center strategy unveiled at its Global AIDC Industry Summit in Dongguan.
The company introduced what it calls a grid-interactive AIDC strategy, focused on redesigning AI data centers around power supply, cooling systems and energy management. AIDC refers to AI data centers built specifically for large-scale AI computing workloads.
The announcement reflects a broader shift happening across the industry. As AI systems grow larger, data centers are consuming more electricity and generating more heat than traditional computing infrastructure was designed to handle. Companies are now being forced to rethink not just chips and servers, but the physical systems supporting them.
Huawei argues that future AI infrastructure will need closer coordination between computing systems and energy grids. The company says traditional data center designs are struggling to keep up with fluctuating AI workloads, rising power density and the growing use of renewable energy sources.
Hou Jinlong, Director of the Board of Huawei and President of Huawei Digital Power, said: "The booming AI industry, widely adopted large models, and numerous AI agents are creating huge energy demands, set to boost the global AIDC capacity. Electricity is essential for computing; energy is the foundation for AI long-term development. Computing and electricity will deeply synergize and empower each other, progressively building an integrated framework that brings together new power systems and AI infrastructure."
A large part of Huawei’s strategy focuses on power architecture. AI workloads can create sudden spikes in electricity demand, especially in high-density computing environments. To manage that, Huawei says it plans to develop new power systems that combine grid-friendly UPS infrastructure with energy storage technologies.
Cooling is becoming another major pressure point. AI servers generate significantly more heat than traditional enterprise systems and Huawei says liquid cooling is now becoming essential for large-scale AI deployments. The company introduced a liquid cooling system designed to improve long-term thermal management inside high-density AI environments.
Huawei is also pushing modular construction methods to reduce deployment times for AI data centers. Instead of building infrastructure entirely onsite, parts of the system can be prefabricated and tested in factories before installation.
Bob He, Vice President of Huawei Digital Power, said: "The global AI industry is booming, and the token demand surges. As such, the AIDC industry is entering the Token era."
As part of that shift, Huawei introduced a proposed measurement system called the TokEnergy Index. The company says the metric is designed to measure the relationship between energy consumption and AI computing output, rather than relying only on traditional data center efficiency metrics such as PUE.
The broader message behind the strategy is that AI infrastructure is becoming an energy engineering problem as much as a computing problem. As global demand for AI continues to rise, companies across the sector are beginning to realise that the future of AI may depend not only on better models, but also on whether power grids and data centers can keep up with them.
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How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
January 8, 2026 6:35 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.