Peter Reeves

Pete is a data scientist with a decade of experience turning complex data into decisions, the last 4 of them in sustainability. He started out in marine biology, where analysing large survey datasets showed him what the right analytical tools could do. Roles at Foodsteps, Accenture, Red Bull and in the music industry followed.

As Data and AI Lead, Pete builds the technology layer underneath Seismic’s embedded sustainability teams. The approach is augmentation, not automation: AI takes on the repeatable parts, a human who understands the work signs off before anything reaches a client, and the time freed up goes back into the judgement calls that need a consultant.

His working thesis is that compliance reporting will be commoditised by AI, and that the value sits in the advisory judgement layer above it. The Seismic change he wants to see is sustainability measurement that actually feeds business decisions, rather than reporting for its own sake.