Q&A with Julian Kudritzki: Insights on Data Center Evolution and Ada Infrastructure’s Strategic Positioning

Julian Kudritzki is a seasoned leader with over two decades of experience in the data center and IT infrastructure industry. He currently heads global revenue and product strategy at Ada Infrastructure, leveraging his extensive background in strategic investments and expansions. Previously, Julian played a crucial role at Microsoft as General Manager for Azure Global Infrastructure Strategy, managing over $50 billion in geo-expansion investments. Before that, he served as COO of Uptime Institute, where he pioneered business resiliency certifications and corporate growth initiatives. 

Tell us about your background and career journey in the data center and IT technology infrastructure industry 

I began my career in 2004 with the Uptime Institute, where I spent over a decade developing the tier certification program. This program became the industry's standard for business resiliency certification, with thousands of data centers certified. I also developed the IP educational curriculum and protocols that we globalized, which significantly grew the company. In 2017, I moved on to lead Microsoft Azure's Geo Expansion Team, where we invested around $50 billion in expanding to 14 new countries and built numerous sovereign and government clouds. After leaving Azure in 2023, I joined a remote edge startup before starting my current role at Ada Infrastructure, where I oversee product and revenue. 

What does your day-to-day role at Ada Infrastructure entail? 

My role can be described using a three-legged stool analogy. First, I implement governance and structure for our market approach from both client-facing and product standpoints. Second, I engage with clients directly, pushing deals, positioning our sites, and ensuring our brand is well-recognized with the support of our marketing team. Lastly, I focus on developing our product suite in response to the disruptive changes in our industry. 

What attracted you to Ada Infrastructure? 

The caliber of the team was a significant factor. Knowing and respecting the talent assembled at Ada was highly appealing. Additionally, the timing was perfect for a new market entrant to make a significant impact. Ada’s commitment to sustainability, environmental health, safety, and prudent resource management, combined with a desire to innovate, set us apart from other new entrants. 

How does Ada stand out in a crowded market with many new entrants and significant investments? 

Unlike others, we do not have to scratch around the market; we have a rolling momentum and a platform to build from. Additionally, the industry's consolidation through mergers and acquisitions opens opportunities for new entrants like us. Many incumbents rely on minor tweaks to longstanding solutions, which will not work in the rapidly changing landscape. We have the advantage of working from a clean slate, designing, and building our facilities to meet emerging requirements without the burden of a legacy portfolio that requires significant capital to retrofit. 

How do you see hyperscalers evolving? 

With the emergence of AI, the dynamics have shifted. Companies like NVIDIA, Supermicro, and AMD are now in the driver’s seat, dictating terms to cloud providers. This shift will impact the infrastructure industry, requiring a deeper understanding of use cases and more adaptive solutions. 

How is Ada positioning itself amid these industry shifts, particularly with AI and new hardware requirements? 

We are positioning ourselves by anticipating and designing for future requirements. We have joined the Liquid Cooling Coalition and established relationships with chip manufacturers, giving us insight into technological roadmaps. This preparation allows us to be ready for dialogues with leading transformative tech companies. We aim to be ahead of the curve, providing solutions that can adapt to rapidly changing needs, rather than relying on outdated models. 

What other trends are you focused on, and how do they affect the data center landscape? 

One significant trend is the rapid increase in price points driven by several factors, including the AI economy. AI budgets have emerged suddenly, leading to significant shifts in resource allocation. This will reduce the life cycle of the current electrical, mechanical, and IT infrastructure of the data center, necessitating more frequent and substantial upgrades. Companies that can adapt to these changes will thrive, while those that cannot, will struggle. 

How does Ada plan to future-proof its offerings in this volatile environment? 

We focus on densifying in place and designing technology that can adapt to increasing resource consumption. We emphasize being prepared for rapid changes and maintaining a dialogue with clients about their evolving needs. Although we are a new company without a long operational history, we are making it onto the shortlist of companies for major projects, indicating that our team composition and approach resonates with clients. 

How do global trends and regulations impact Ada’s strategy? 

Global regulations, particularly around data and AI, are still developing. However, we anticipate that regional instantiation of AI models will be necessary, leading to data centers in various key regions worldwide. Increased regulation often leads to more infrastructure investment, which can benefit us. We are prepared to adapt to these regulatory changes and leverage them to our advantage.  

How does Ada Infrastructure address sustainability in the context of AI and emerging technologies? 

Sustainability is a core focus for us. We recognize that current modes of operation are becoming outmoded and are preparing for the rapid adoption of more efficient technologies. By understanding and responding to these changes, we aim to lead in sustainability and efficiency, ensuring that our infrastructure is ready for the future demands of AI and other emerging technologies.