· 7 min read
Introduction
In a world increasingly driven by data, the environmental footprint of our digital infrastructure often remains unseen. Massive data centers, the backbone of today's cloud, consume prodigious amounts of energy, contributing to a growing carbon burden. But what if the future of cloud storage wasn't centralized and energy-intensive, but distributed, greener, and entirely under user control? This profound question lies at the heart of Cubbit, an Italian scale-up challenging the very foundations of cloud storage.
My recent conversation with Alessandro Cillario, Co-Founder and Co-CEO of Cubbit, unveiled a vision that extends beyond mere technological advancement. It’s a mission to redefine digital infrastructure with sustainability and user empowerment at its core. This article, inspired by our discussion, delves into how geo-distributed cloud storage is not just an alternative but a necessary evolution for a more sustainable and sovereign digital future.
The unseen environmental cost of the cloud
The acceleration of data creation, consumption, and storage, fueled by digital-first business models and the meteoric rise of AI, has put unprecedented strain on existing infrastructure. By 2030, nearly 70% of global data center demand will be driven by advanced AI workloads, with generative AI alone accounting for about 40% of this surge. This isn't just a surge in demand; it's a structural transformation that intensifies challenges related to energy strain, carbon footprints, and storage constraints (McKinsey & Company, 2024).
Traditional cloud storage models inherently involve significant energy consumption. To ensure data redundancy and security, conventional providers often create multiple full copies of data, leading to substantial energy use and a high carbon footprint. The International Energy Agency projects that data centers in advanced economies will drive over 20% of electricity demand growth between now and 2030, a figure that could accelerate further with AI's rapid expansion (International Energy Agency, 2025). The imperative for sustainable solutions has never been more urgent.
Cubbit's green vision: Decentralization as a climate solution
Cubbit emerged from a radical question posed by its founders in 2016: "Is this the internet we want?". Their answer materialized in Europe's first geo-distributed cloud platform, designed to offer a fundamental alternative to traditional, energy-hungry data centers.
Alessandro Cillario explains that Cubbit's approach is a "radical rethinking of cloud architecture: geo-distributed cloud storage". Instead of replicating entire datasets in centralized hubs, Cubbit encrypts, fragments, and distributes data across a decentralized network of globally dispersed nodes. This architecture ensures superior resilience, reduced latency, and compliance with data sovereignty regulations, all while significantly reducing operational overhead and environmental impact.
A cornerstone of Cubbit's sustainability is its efficient data replication. While traditional models may create two or three full copies, Cubbit achieves the same level of security and resilience with only 1.4x to 1.7x data replication. This fundamental shift translates directly into fewer resources, less energy consumption, and a dramatically smaller environmental footprint. According to Cubbit, their distributed platform consumes 25-50% fewer IT resources, extends hardware lifespan, and contributes to reducing e-waste (Cubbit, 2025; CDP Venture Capital SGR., 2024). This innovation earned them the Energy Earth Award in July 2024 for "delivering an innovative solution that cuts emissions while advancing digital sovereignty" (A.R.T.E., July 2024).
Beyond compliance: ESG as a strategic lever
Sustainability, for Cubbit, is not an afterthought but a core principle embedded in its DNA. This commitment transforms cloud storage from a silent cost into a strategic differentiator for clients. As ESG metrics and regulations like the Corporate Sustainability Reporting Directive (CSRD) gain traction, companies are increasingly required to demonstrate their commitment to sustainability. By choosing Cubbit, clients not only reduce their environmental impact but also gain a measurable and reportable ESG asset. This positions Cubbit's solution as a competitive advantage, helping businesses future-proof their operations in a landscape where sustainability and digital infrastructure are converging.
Furthermore, Cubbit claims its solution delivers a 77% lower carbon footprint for data storage and a 50% reduction in transfer-related emissions compared to traditional cloud systems (Cubbit, 2025; CDP Venture Capital SGR., 2024). This tangible reduction in environmental impact is a powerful testament to the efficacy of distributed cloud storage as a green technology.
The future of cloud: A hybrid and sustainable landscape
While decentralized cloud storage is steadily moving from niche to mainstream, Alessandro Cillario believes it won't be the only model dominating the next 10–15 years. Instead, he envisions a hybrid landscape where decentralized storage plays a vital role in specific use cases, particularly those demanding ultra-low latency, stronger data sovereignty, or heightened resilience. This multi-layered infrastructure will coexist with traditional centralized models, fostering a market worth trillions where decentralized storage is applied strategically and selectively (Cubbit, 2025).
The conversation also turned to the broader energy landscape, revealing a bold and inspiring vision for the future. Alessandro emphasized the game-changing potential of next-generation nuclear technologies, especially Small Modular Reactors (SMRs). These compact, flexible systems are poised to sustainably power tomorrow’s cloud infrastructure while helping to reshape the global energy mix. As a stable and low-carbon energy source, SMRs could be essential in meeting the relentless power demands of AI-driven digital ecosystems. Tech giants like Google, Amazon, Microsoft, and Meta are already placing strategic bets on SMRs—some even venturing into nuclear fusion—to secure carbon-free, long-term energy at scale. In this rapidly shifting landscape, the fusion of clean energy breakthroughs and software efficiencies—like Cubbit’s lightweight, geo-distributed architecture—may hold the key. Not just to scaling the cloud, but to decarbonizing it at its core.
Resilience, water, and the AI paradox
As AI accelerates high-density computing, data centers are placing unprecedented pressure on energy grids and water supplies. Once a technical footnote, cooling and thermal management have become central to the sustainability agenda. Many data centers still depend on water-intensive or energy-heavy systems, driving a rapid shift toward closed-loop liquid cooling and heat recovery technologies that turn thermal waste into urban resources—such as district heating. In parallel, tech giants are securing multi-gigawatt hydropower agreements and deploying AI-based scheduling tools to smooth electricity demand and reduce grid stress. Yet, these advances are largely confined to centralized architectures. Cubbit’s geo-distributed model charts a fundamentally different course: by dispersing storage across a network of low-power, user-operated nodes, it eliminates the need for massive cooling infrastructure, thereby curbing both water consumption and energy load. Combined with AI-optimized data replication and intelligent orchestration, Cubbit delivers energy and thermal efficiency by design—not as a retrofit. In this way, it captures the broader potential of AI: not only driving demand, but helping shape a digital infrastructure that is decentralized, efficient, and inherently sustainable (Uddin & Munir, 2025; Dempsey, 2025; Muir, M., 2025a; 2025b; 2025c).
Conclusion
Cubbit's journey, born from a question about the kind of internet we want, embodies a powerful shift in how we conceive of digital infrastructure. By prioritizing decentralization, sustainability, and user sovereignty, Cubbit is not merely improving cloud storage; it's transforming it into a climate-conscious ecosystem designed for the next era of digital infrastructure.
The convergence of AI-driven data growth and the urgent need for environmental responsibility necessitates a fundamental re-evaluation of our digital foundations. Companies like Cubbit are demonstrating that it is possible to build resilient, secure, and high-performance cloud solutions that also champion sustainability. This green cloud revolution is not just about technological innovation; it's about building a digital future that serves both people and planet.
illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.
References
A.R.T.E. (Associazione A.R.T.E.). (2024, July 20). Energy Earth Awards – La notte dell’energia, dell’acqua e della sostenibilità [Event page]. A.R.T.E. Retrieved July 20, 2025, from https://tinyurl.com/3hs3nbwu
CDP Venture Capital SGR. (2024, July 16). Cubbit, il primo enabler di cloud geo distribuito, raccoglie 12,5 milioni di dollari per restituire alle aziende europee indipendenza e controllo sui propri dati [Cubbit, the first geo-distributed cloud enabler, raises $12.5 million to give European companies independence and control over their data] [Press release]. CDP Venture Capital SGR. Retrieved July 20, 2025, from https://tinyurl.com/49z6h9mn
Cubbit S.r.l. (2025). Outsmart cloud storage: Sovereign & geo resilient by design. Retrieved July 20, 2025, from cubbit.io
Dempsey, H. (2025, July 3). Hitachi Energy says AI power spikes threaten to destabilise global supply. Financial Times. Retrieved July 20, 2025, from https://tinyurl.com/4bjvjjnb
International Energy Agency. (2025, April 10). AI is set to drive surging electricity demand from data centres while offering the potential to transform how the energy sector works. IEA. Retrieved July 20, 2025, from https://tinyurl.com/yxutxfjd
McKinsey & Company. (2024). AI power: Expanding data center capacity to meet growing demand. Retrieved July 20, 2025, from https://tinyurl.com/4dsvjkec
Muir, M. (2025a, June 29). US energy groups spend record sums on power plants to feed data centres. Financial Times. Retrieved July 20, 2025, from https://tinyurl.com/4cs8n93v
Muir, M. (2025b, July 9). US utilities plot big rise in electricity rates as data centre demand booms. Financial Times. Retrieved July 20, 2025, from https://tinyurl.com/7zhe23hs
Muir, M. (2025c, July 15). Google and Brookfield strike $3bn hydro power deal. Financial Times. Retrieved July 20, 2025, from https://tinyurl.com/mst73w5d
Uddin, R., & Munir, Z. (2025, July 5). US industrial groups pivot to data centres amid AI boom. Financial Times. Retrieved July 20, 2025, from https://tinyurl.com/uj24e8u9
