Open-cathode polymer membrane fuel cells (PEMFCs) uses air as both oxidant and coolant to maintain the required water content of the membrane for stable operation. In this work, the performance of a new strategy for improving cooling in open-cathode PEMFC is assessed and benchmarked against the conventional open-cathode PEMFC under similar operating conditions. With high air stoichiometry on the cathode side, air serves as both an oxidizer and a cooling medium, unlike conventional fuel cells, where cooling channels are installed separately. In order to compare two fuel cell cooling systems accurately, it is necessary to model electrochemical and thermal simulations simultaneously. A three-dimensional multiphase model is developed and results show that embedding separate cooling channels in PEMFC enhances cooling and stabilizing proton transfer across the membrane. While the conventional open-cathode PEMFC revealed lower losses in the polarization curve's activation and concentration loss zones. The case with additional cooling channels exhibited lesser losses in the ohmic zone. Although the difference in maximum output power at 0.65 V voltage reached 6.3 W for the case with additional cooling channels, the parasitic load due to the pressure drop in this fuel cell is 0.34 W, higher than the conventional fuel cell obtained at 0.03 W.