Some of big oil’s top executives will gather in Houston this week to discuss dwindling oil supplies, pollution concerns and finding new and more effective ways to produce oil and gas — as well as alternatives to fossil fuels.

At the Cambridge Energy Research Associates annual weeklong conference that begins today, dozens of the industry’s heaviest hitters — including the chairmen of Exxon Mobil Corp. and Chevron Corp. and a top official from OPEC will discuss topics such as supply and demand and initiatives to develop new sources of energy.

“There’s never been as much effort going into technological innovation across the whole energy industry as we’re seeing today,” said Daniel Yergin, chairman of CERA and author of “The Prize,” “I’ve taken to calling it ‘The Great Bubbling,’ ” he adds. “Some of it is going to lead to very major changes”.