Hugo Almeida works at the intersection of media, technology and sustainability, focusing on how emerging technologies are reshaping communication, trust and real-world systems.

He is a Global Sustainability Board Member at the International Advertising Association (IAA) and an Industry Fellow at Católica Porto Business School, where he contributes to executive education initiatives exploring the role of AI and innovation in sustainable business transformation.

With over 20 years of experience across marketing, sustainability and innovation, he brings a cross-sector perspective on how digital systems are impacting real-world dynamics.

At CODA, he moderates the Media panel on AI, information and the challenge of verifying what is real.