Against the widespread assumption that data are the oil of the 21st century, this article offers an alternative conceptual framework, interpretation, and pathway around data and smart city nexus to subvert surveillance capitalism in light of emerging and further promising practical cases. This article illustrates an open debate in data governance and the data justice field related to current trends and challenges in smart cities, resulting in a new approach advocated for and recently coined by the UN-Habitat programme ‘People-Centred Smart Cities’.