Abstract The artificial intelligence boom relies on the rapid expansion of data centers, which provide the infrastructure necessary for data storage and computational power to support AI services and development. These facilities consume substantial resources to sustain their operations. Technology companies are increasingly locating data centers in rural regions to take advantage of resource availability and lower costs, creating new opportunities while also introducing challenges for local communities. This study provides an initial exploration of the environmental and socioeconomic implications of this trend by examining how media frame rural data center expansion in its early stages. We find that media coverage has grown rapidly, with an increasing dominance of negative framing. Media narratives highlight conflicts between data center development and rural residents over resource competition, environmental concerns, community identity, and local governance processes. These dynamics carry significant environmental and socioeconomic implications for rural regions. They may alter human-nature interactions, disrupt agricultural production, and affect income stability and living standards, while potentially exacerbating economic inequality and social justice concerns. Our findings highlight the need for future research and policy efforts to better balance technological advancement with rural development, including supporting community sustainability and improving transparency