The planet needed proof, not promises.Proof,not promises.

SOMA started with a simple conviction: measuring your footprint shouldn't feel like homework. It should feel clear, quick, maybe even fun.

So Lilibeth Bustos Linares, a product designer from Bogotá, and Guillermo, SOMA's CTO, set out to build the tool they wished existed: one that teams actually enjoy using.

Lilibeth had been circling the problem for years. She left Colombia as an au pair, then spent a decade designing products for startups in San Francisco, New York and Europe. In Silicon Valley, she watched companies race to adopt AI. Almost no one was pointing it at the planet.

Meanwhile, sustainability teams were drowning. Hundreds of suppliers. Spreadsheets nobody trusted. Reports nobody understood. The people hired to cut emissions spent their days chasing data.

As a designer, Lilibeth went back to the method she trusts most: research. She sat down with sustainability managers, consultants and auditors to map the problems that kept breaking their week. The same pains surfaced every time, and so did the realisation that the tools were often the problem. From that research came a clear brief: build something simple, and make it fun to use.

That brief became SOMA, powered by Los Somitos: AI agents that collect the data, calculate the emissions and write the reports. Then they asked the question almost no one was asking. What about the footprint of AI itself? They built a way to measure it.

Together they bring 15 years of experience across product design, AI-driven education, engineering and building startups on three continents. After incubation at ESADE eWorks, SOMA now builds from Norrsken Barcelona.