The rapid expansion of artificial intelligence (AI) is driving an unprecedented increase in data center demand. This surge requires massive computational power and energy consumption, leading to massive constructions of data centers annually worldwide. While AI-driven solutions enhance efficiency, they also introduce challenges, particularly where greater efficiency may drive increased resource consumption rather than reducing it. Addressing these pressures is crucial to aligning technological growth with sustainability goals. Despite increasing industry focus on sustainability, the lack of standardized performance metrics limits meaningful progress. Inconsistent energy efficiency, emissions, and resource utilization measurements make it difficult to enforce sustainability initiatives across the European data center industry. Regulatory fragmentation exacerbates this issue, allowing companies to navigate loopholes in sustainability enforcement. Without harmonized policies, even technically sound performance standards struggle to gain widespread adoption.
This research identifies key adoption factors that can drive the meaningful adoption of performance standards by 2030. A structured multi-method approach was applied, integrating literature review, interviews, BWM analysis, and desk research. The findings confirm that coercive pressures (regulatory enforcement) are the most influential driver, followed by observability (industry recognition) and mimetic pressures (competitor adoption trends). Operational factors such as reliability, robustness, and resilience were also critical for ensuring long-term adaptability. Beyond these adoption factors, additional barriers, regulatory complexities, neglected lifecycle emissions, and geographic disparities, must be addressed to ensure meaningful adoption. The research highlights five essential focal points for achieving widespread adoption of performance standards in European data centers: 1) Regulatory coherence and enforcement, 2) Balancing simplicity and comprehensiveness, 3) Enhancing observability and transparency, 4) Aligning with technological innovations, and 5) Addressing geographic and economic disparities.