Essentially, the innovations are often a trade-off between energy and water. For example, if you have an open-loop cooling system, the water evaporates, and it uses more water overall but less energy. If you have closed-loop cooling systems, which are more innovative, you need to use energy for cooling that water so it doesn't evaporate.
Honestly, there's no free lunch, because you're using either one or the other. For sure you can have places where there's more water like a lot of places in Canada. Maybe it's not an issue, but 70% to 80% of it does evaporate.