This story was originally published on June 18, 2018

(CNN Business) Don't call them the weather gods, but this company can actually make it rain.

North Dakota-based Weather Modification International uses planes to target clouds and draw out more rain from them.

The concept, called cloud seeding, has been around for decades. But there is new urgency due to climate change and a rapidly growing global population, which have disrupted global water supplies.

By 2025, two-thirds of the world's population may face water shortages, according to the World Wildlife Fund.

Weather Modification describes cloud seeding as "an enhancement" of the natural precipitation process. The technology makes storms more efficient by getting additional moisture out of clouds.

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