OpenAI plans to rebrand its data centers as compute campuses, as it looks to differentiate AI facilities from the broader industry.

The change is part of a wider plan to shift public and political perception of data centers, as the US midterms delivered a resounding vote against the sector.

"Compute campuses better describes the scale and role of the infrastructure we're building for AI," OpenAI said in a statement. "These are long-term investments in computing, energy infrastructure, and skilled work."

The company hopes to use the new name to distinguish from older facilities, which may use more water or not contribute to the grid. Nvidia has separately tried to define modern data centers as AI factories.

Alongside the rebrand, the company this week launched the 'Grid Protectors Program' to reduce data center electricity demand when the US grid is under strain. The non-binding pledge will see the company work with utilities, regulators, and policymakers on the program.

Axios reports that OpenAI has been working on a number of policy proposals for after the midterms, including ideas for mandatory safeguards for the most powerful AI systems.

"Our policy priorities — and urgency, especially on frontier safety — are about meeting the moment in response to the rapidly advancing capabilities," OpenAI chief global affairs officer Chris Lehane told the publication.

"And we expect that to continue as a new Congress ramps up."