Luis Neves, GeSI CEO appears on cover of CXO Magazine

The below article was originally posted as the cover story on CXO Magazine under the title “Building Smarter Cities with Cleaner Codes”. The original piece can be accessed through the link at the bottom of the page.

Luis Neves began his career in 1971 at a submarine cable station in Portugal. He worked for Marconi, the company that launched the first undersea cables between Portugal, the UK, and South Africa. That was his entry into the world of telecommunications—a field that would shape his career for decades.

Nearly 30 years later, while working at Deutsche Telekom, Neves encountered sustainability issues for the first time. It started when telecom companies began shifting supply chains to China. Reports of human rights violations and child labor began surfacing. These were serious concerns, as the reputational and political stakes were high.

That was when Neves traveled to China to conduct social and environmental audits. “I was jumping in cold water and in unknown territory,” he says. It was a steep learning curve, but it raised important questions that stayed with him.

As he moved forward in his career, he watched technology evolve at an incredible pace. He saw how information and communication technologies (ICT) could help businesses become more efficient. He also saw the potential for ICT to contribute to sustainability efforts in a meaningful way.

Neves says his transition into sustainability leadership was shaped by two core beliefs. “I am convinced that technology, when used responsibly, can create transformative solutions to address global challenges like climate change,” he explains. “And as we advance digital transformation, we must do so responsibly, always respecting fundamental principles and basic rights.”

These values led to the creation of the Global Enabling Sustainability Initiative (GeSI), nearly 25 years ago. From day one, Neves understood that the challenges ahead would require collaboration. He brought companies together across the telecommunications sector to explore how technology could support global sustainability goals. It wasn’t easy to align different interests, but he stayed committed to the mission.

Today, he leads GeSI with the same focus. Under his leadership, the organization has played a key role in positioning digital innovation at the heart of sustainability. One recent example is GeSI’s work with the European Green Digital Coalition (EGDC), which developed science-based tools to measure the environmental impact of digital solutions across different sectors.

Principles That Guide the Work

Neves believes that having a clear mission and vision is not optional—it’s essential. “You need to know exactly why your organization exists and where it’s going,” he says. Without that clarity, actions become scattered, and impact is lost.

Experience has also taught him the value of knowledge. Leaders need to understand their field deeply, not just to make smart decisions but to build trust. “Be knowledgeable to create confidence internally and externally,” he emphasizes. That trust, he adds, becomes the foundation for growth and influence. But credibility doesn’t come from titles. It comes from action. You have to do what you say—consistently.

At the same time, leadership isn’t only about drive. It’s also about care. “People should be at the center of your actions,” Neves says. Empathy, understanding, and a sense of responsibility matter. People remember how leaders make them feel. That emotional connection is often what inspires lasting change.

Neves also encourages a healthy level of boldness. “Be a disruptor,” he says. That means looking beyond what’s working today and spotting what might come next. It means questioning the status quo and being unafraid to face resistance. “Be bold, dare and care.” Change never comes without challenge—and challenge should never come without compassion.

One of the most important lessons from his career? Collaboration. “No single organization or sector can solve global challenges alone,” he says. He’s seen what happens when public and private sectors come together with shared goals and open minds. Progress accelerates. Trust builds. Real change begins.

Adaptability is another key ingredient. The sustainability landscape shifts constantly. Innovation can’t be a one-time thing—it has to be ongoing. Neves knows that staying relevant means staying alert. “Sustainability is permanently evolving,” he explains. And for leaders, that means evolving too.

Building Smarter Cities with Digital Purpose

At GeSI, Neves and his team are helping cities become smarter and more sustainable—using digital tools that work in the real world. Their approach focuses on three areas that make a big difference in how cities grow and function.

First, there’s digital infrastructure. Cities need the right systems to connect people and services. GeSI helps guide those investments using data—things like geospatial analytics and risk modeling. “We provide tools that help cities deploy digital infrastructure more efficiently and strategically,” Neves explains. The goal is simple: make sure every community has access to the digital world.

Second, they work to connect digital infrastructure with energy systems. This integration helps cities better manage supply and demand. It also makes power grids more efficient and reliable. “We support the integration of digital and energy systems,” he says. When these systems talk to each other, cities become more resilient.

Third, GeSI promotes circular supply chains. That means reducing waste, improving traceability, and encouraging local recovery of materials. These systems help cities move away from a throwaway mindset and toward smarter resource use. The impact is clear: less waste, better efficiency, and more sustainable growth.

One of GeSI’s biggest efforts is the Digital with Purpose Movement. It brings ICT companies together to take action on climate and sustainability goals. The idea is to push beyond talk and create real progress. “Accessible, affordable, and efficient digital infrastructure enables smarter decision-making and operations at the city level,” Neves says.

GeSI also publishes the SMART report series, which shows how ICT can cut emissions and boost energy efficiency in urban settings. It’s not just theory—it’s backed by numbers. These reports help cities see what’s possible when they use digital tools in the right way.

Their work with the EGDC adds another layer. This project builds science-based methods to measure how digital solutions help the planet. In its latest phase, EGDC is creating guidelines tailored specifically for cities. That means urban leaders can make better decisions based on real-world impact.

GeSI also works closely with the UN Global Innovation Hub and runs pilot projects in smart cities. These projects take the ideas off the page and put them into practice—showing how digital tools can make cities more inclusive, energy-efficient, and resilient.

For Neves, the message is clear. Digital infrastructure isn’t an add-on. It’s a foundation. “It empowers urban areas to optimize energy use, reduce emissions, enhance service delivery, and improve quality of life,” he says. Smart cities are designed, not stumbled upon. They’re built—step by step—with the right tools, the right mindset, and the right people working together.

Where Innovation Meets Real Life

Cities are where people live, work, and connect. They’re also becoming the front lines of innovation. More than ever, local governments and communities are experimenting with new ideas to tackle climate change. But there are hurdles.

Many cities struggle with limited budgets, a shortage of technical skills, and regulations that make it hard to adopt and scale new tech. Even when the ambition is there, turning ideas into real, lasting change can be tough.

Neves believes the answer lies in teamwork. “To overcome these barriers, new ways of investing and collaborating are needed,” he says. That means bringing the public and private sectors together. It means finding smart ways to fund city upgrades, and it means giving local leaders access to tools they can actually use.

That’s where GeSI steps in, helping cities measure the real climate benefits of digital solutions. The organization also works closely with networks like the Global Covenant of Mayors to share what’s working and build momentum.

Neves emphasizes one thing above all: put people and communities at the heart of innovation. “By fostering collaboration and capacity building, GeSI enables cities to not only adopt new technologies but also shape them to fit their unique needs.”

For city leaders just beginning their sustainability journey, Neves offers clear advice: don’t go it alone. “Partner with organizations that bring credible, evidence-based frameworks,” he says. And make sure your planning includes diverse voices and long-term goals. That’s how real progress happens—one partnership, one project, one city at a time.

Building Smarter Cities With AI

Cities are changing fast—and AI is one of the biggest reasons why. From optimizing energy use to improving public services, artificial intelligence is set to reshape how urban areas function. When combined with digital infrastructure and renewable energy, the impact can be powerful. Neves is thinking ahead. “AI-driven resource optimization, IoT-enabled infrastructure, and advancements in renewable energy technologies will redefine urban landscapes,” he says.

At GeSI, that future is already taking shape. The next SMART Project, called AI with Purpose, is in development. It focuses on how AI can support sustainability in real-world ways. The goal isn’t just to write another report. It’s to create tools that grow and evolve with cities’ needs. This project takes cities seriously—as places where government, industry, and communities intersect. It looks at how AI can help us live better, what kind of infrastructure is needed to support it, and how to govern it responsibly.

Neves explains the bigger vision: “We don’t want static results. We want products that evolve with the problems—and the solutions.” GeSI continues to act as a connector. It gives businesses a voice in global policy discussions. It brings sectors together. And it backs everything up with solid data. The organization isn’t just promoting digital tools. It’s proving their impact.

Global Partners, Local Impact

Neves sees partnerships as one of the most powerful tools in GeSI’s toolbox. “We’re building a global network of innovation,” he says, “one that makes sustainability practical, measurable, and scalable.” GeSI’s work with the EGDC continues to set the tone. It brings together leaders from government, science, and industry to build tools cities can use to track real results from digital solutions.

But the work doesn’t stop in Europe. In Malaysia, GeSI has teamed up with Metrodata.AI. Together, they’re helping industrial parks improve their sustainability practices—one step at a time. In Taiwan, GeSI is working with leaders on smart city pilot projects. One idea being explored is a voluntary carbon market. The twist? These markets would use “avoided emissions” credits from digital solutions—another way tech can add value while cutting carbon.

And in partnership with the United Nations Framework Convention on Climate Change (UNFCCC), GeSI is helping build the UN Global Innovation Hub’s digital platform. This platform is designed to help cities, governments, businesses, and researchers speak the same language when it comes to climate solutions. Neves calls this a “common language for scaling innovations.” It’s a marketplace where ideas can travel, grow, and turn into real action.

Opening Doors, Building Movements

When Neves became CEO of GeSI, he knew the organization needed to evolve. One of the most meaningful changes came when GeSI opened its doors to industries beyond telecom. That moment marked a turning point. GeSI became a true multi-stakeholder platform—one that puts digital and sustainability at the center.

“We transformed our organization from a traditional telecommunications association to embrace all vertical industries—energy, buildings, transportation, health, education, agriculture, logistics,” says Neves. “Digital and sustainability are the core of everything today.”

But alongside that growth came a growing sense of urgency. Neves has long believed the world won’t meet the 2030 Sustainable Development Goals unless there’s a major shift. He sees the pressure mounting—from the climate crisis to social inequality to the overuse of natural resources.

To make real progress, he believes digital technologies must drive that shift. And it can’t be done in isolation. It needs partnerships—across industries, borders, and sectors. That’s the heart of the ‘Digital with Purpose’ movement.

This isn’t just a catchy phrase—it’s a mindset. It brings together leaders who are serious about using technology to power real change. It also sends a clear message: technology must serve the planet, people, and progress. “To maximize the potential of digital technologies and diminish the downsides,” Neves explains, “there needs to be a common purpose both at the heart of the ICT sector and more widely throughout partner sectors.”

For Neves, building this movement has been one of the most rewarding parts of his journey. That, and leading GeSI’s coordination of EGDC. Under his leadership, GeSI developed a science-based methodology to measure ICT’s positive climate impact—a real breakthrough in credibility and trust.  “This is a testament to what collaborative leadership can achieve,” Neves says. “And I couldn’t be prouder.”

Look Up, Step Forward

As Neves reflects on his journey, he has a clear message for the next generation of sustainability leaders: don’t go it alone. “Focus on collaboration and evidence-based action. Walk the talk. Look always ahead.” He believes the solutions we need will only come from big-picture thinking and cross-sector partnerships. That means embracing technology—but with care. Use data. Keep ethics front and center. And above all, remember who this work is for.

“Put the human being at the centre,” he says. The problems the world faces are urgent and complex. But Neves isn’t discouraged. He’s inspired. The possibility of leaving behind a better world through digital innovation drives him forward. “We must step up now,” he says. “The opportunity to leave a legacy through technology and sustainable innovation keeps me fully motivated for this mission.”

He speaks with conviction, but also with heart. He believes in the power of people working together. He believes in using our strengths for something bigger than ourselves. “Look at the sky. Not to your feet… Easy things anyone can do. Difficult things only special people can…” And maybe that’s the message that stays with you. In a world that needs more courage, more vision, and more hope, Neves reminds us to aim higher—and to keep moving forward.