Alabama Town’s AI Festival Rebrand Exposes Regional Data Center Anxiety

Irondale, Alabama, attempted a rebranding of its annual summer festival in July 2026 that lasted roughly a week before local pushback forced a reversal.

Mayor James Stewart announced the festival would be renamed "AI Love Irondale Day" — a play on words referencing the town's original "I Love Irondale Day." The reaction online was swift and negative. Festival-goers and residents flooded social media with criticism, describing AI as environmentally destructive and labeling the event an "AI slop event." One commenter directly linked the rebrand to data centers, which have become what residents in the region view as a "boogeyman."

Data centers powering artificial intelligence applications are expanding rapidly across the South, driven by massive capital investment and corporate demand for computing infrastructure. The facilities require substantial electrical and water resources, raising concerns among locals about utility costs and environmental impact. Nearby Bessemer, Alabama, is preparing to host a multibillion-dollar data center, an expansion that residents have actively opposed.

Within a week, Mayor Stewart posted a video walking back the AI branding. "It was a play on words. However, because people misinterpreted the title — it's not about AI. It's not about data centers — we decided to give it its old name, I Love Irondale Day," he said.

The reversal reflects genuine anxiety in the region about infrastructure investment that promises economic activity but carries operational costs residents worry they'll bear. John Horton, an Irondale resident, expressed skepticism about data centers despite acknowledging their prevalence. "I just think it's a waste of space, resources, community," he said. Horton noted he doesn't want data centers in his town.

Not all residents oppose the infrastructure. Amelia Fielder, who has lived in Irondale for 26 years, said a data center would bring job opportunities. Dewar Gaines, who owns a dog treat factory in town and uses AI in his operations, acknowledged the contradiction in his own position: he relies on AI at scale but doesn't want the data center infrastructure that powers it nearby. "I guess I'm a hypocrite in that regard," he said, citing concerns about noise pollution from the facilities.

The festival proceeded with a tech theme despite the name reversal, featuring robot dancers and a drone show finale. A chatbot installation intended to teach AI about Irondale malfunctioned and did not operate during the event. One city council member indicated Irondale does not expect data centers to arrive in town, though the council is drafting new regulatory rules in anticipation of potential future applications.