Manila, Philippines – Creative agency TBWA\SMP has partnered with Planet Water Foundation to launch “Bottle It Back”, a Chrome extension designed to help users offset the water footprint associated with generative AI use.
The launch comes amid growing attention on the environmental impact of AI technologies, particularly the large volumes of water consumed by data centres for cooling systems. According to the initiative, every 10 to 15 prompts processed by major AI platforms consume the equivalent of a 500ml bottle of water.
Bottle It Back tracks prompts entered across AI platforms, including OpenAI’s ChatGPT, Google’s Gemini, and Anthropic’s Claude. The extension allows users to accumulate the estimated water consumption linked to their AI activity and offset it through donations supporting access to clean water in underserved communities.
Under the initiative, each virtual “bottle” can be offset for US$0.05, or approximately PHP. 3.00 based on the exchange rate cited by the organisations as of 7 April 2026. Users can accumulate their total over a month before making a single donation through the extension.
John Deotrakul, COO of Planet Water Foundation, said, “At Planet Water Foundation, we believe that giving back should be as accessible as the technology we use every day. What is beautiful about this initiative is how it connects two completely different worlds. It takes the water used by data centers and turns that impact into tangible, life-saving water for families. It proves that small, mindful everyday actions can create a massive ripple effect for communities around the globe.”
The organisations said the launch aims to encourage more sustainable AI use by transforming the environmental costs associated with digital activity into contributions that support clean water access projects worldwide.
