SXSW 2025 key insights

Unlocking the power of human ingenuity

SXSW 2025 key insights
  • April 10, 2025

A team of PwC industry specialists was on the ground at SXSW in Austin, attending 100+ sessions alongside visionaries, creators, scientists and leaders. Together with SXSW, we’ve captured the key learnings that matter most so you can harness human ingenuity to help shape what's next for your business, your industry and the world. This SXSW 2025 Key Insights report is your strategy playbook for the eight boldest shifts transforming business, technology and society –– today and tomorrow. Business and technology leaders should use these insights to think bigger, move faster and build smarter.

The eight revolutionary shifts explored at SXSW 2025: 

From AI that amplifies human creativity to quantum breakthroughs, immersive brand worlds and healthcare innovations moving at lightspeed, continue reading to discover how technology will supercharge human ingenuity to build the future — and how your organization can be a part of it.

“AI fundamentally changes the nature of human capabilities, even what it is to be human.”

Neil Redding, Featured Session: The Auto-Evolving Business: AI’s Agentic Near Future

1. Amplifying ingenuity: AI’s creative renaissance

AI isn’t just reshaping workflows; it is reshaping what we believe humans are capable of. At SXSW, a new perspective emerged: AI is not here to replace us, but to unlock new dimensions of creativity, problem-solving, and human connection.

AI is the tool—Human potential is the strategy

AI is no longer an edge case—it’s a defining force in how ideas are developed, decisions are made, and industries evolve. Leaders who wait for perfect clarity will find themselves outpaced by those who act now. The opportunity isn’t just to integrate AI—it’s to reshape what your organization can imagine, build, and become. This is a call to lead: reimagine workflows, empower every team with AI fluency, and invest in creativity and curiosity as core capabilities. The future will favor those who treat AI not as a threat to manage, but as a partner to help redefine what’s possible.

A closer look

From mapping the dark universe to advancing quantum computing, AI is beginning to transform how we understand the world and decode life’s greatest mysteries. While its long-term impact remains uncertain, it presents a powerful set of tools that could accelerate discovery, enhance creativity, and open up new ways of solving complex problems.

AI is not just a tool for efficiency—it has the potential to act as a creative and intellectual amplifier, supporting how we innovate, create, learn, work, and solve complex problems. It is not replacing human ingenuity, but offers the possibility of expanding what’s possible, unlocking new approaches to creativity and accelerating discovery in ways we are only beginning to explore.

  • AI and science – AI accelerates breakthroughs by simulating complex molecules, generating novel hypotheses, simulating and helping test complex systems, and handling tasks that once took centuries of human effort. Researchers get faster, deeper insights—spurring more effective, data-driven advances from climate modeling to drug discovery.
  • AI and music – Instead of replacing artists, AI becomes a creative partner—remixing styles and suggesting new melodies in real time. By automating repetitive tasks, it frees musicians to push musical boundaries while maintaining full artistic control.
  • AI and art – Visual creators harness AI to explore new forms, textures, and mediums, often blending traditional methods with algorithmic generation. AI is helping artists experiment in ways like never before possible. Rapid iteration and hybrid aesthetics open fresh frontiers in design, all guided by human ingenuity.
  • AI and business – AI reveals hidden patterns in massive data sets, fueling smarter, faster decisions. Acting as a “talent multiplier,” it offers capabilities that span real-time coaching for everything from pitches to product ideas. AI-powered decision-making is helping eliminate blind spots in strategy and businesses are jumpstarting their timelines. As one speaker noted, “iteration is key—AI rarely delivers perfection on the first try.”

“AI should not only advance—it should help humans advance and flourish” (Meet Your Future You).

For years, nearly everyone who’s gone online—to shop, scroll social media, play games, watch videos, or download books—has encountered some form of AI. Historically, these capabilities ran quietly in the background, enhancing recommendations or personalizing content. Now, AI is becoming the front door for user engagement and a digital companion: it’s less of an invisible utility and more of a central feature that actively creates and shapes new experiences. AI’s role as a thought partner spans:

  • AI as a co-creator – AI has evolved from automation to an active partner capable of generating new ideas. One example is artists who use AI for real-time composition and dynamic storytelling support. AI can elevate human creativity across domains.
  • AI as a skill builder and training partner – The shelf life of skills is collapsing from 30 years to six months (or shorter). Professionals who learn from and direct AI—rather than simply use it—will stand out. Use AI as a powerful and continuous training partner. As one speaker noted, “the next war for talent isn’t about engineers or coders – it’s about rapid skill acquisition and time to application” (How Not to Screw up a Transformation While Shaping the Future of Your Company). AI can simulate tough conversations, guide novices through new technologies, and help break complex topics down into bite sized, easier to absorb micro-lessons.
  • AI amplifies human ingenuity – Ultimately, AI’s potential greatest power lies in amplifying what humans do best: creative thinking, complex problem-solving, and visionary leadership. By leveraging AI’s analytical strengths, teams gain the freedom to push boundaries and deliver breakthrough solutions in record time.
  • AI as a companion – Generative AI has advanced to the point where it can interact with humans in a way that feels surprisingly close to real human engagement. One SXSW speaker remarked, “just because a relationship is with an AI, doesn’t mean it’s less meaningful” (Love Machines, the Science of AI Companionship), pointing out that people already form deep bonds with pets, fictional characters, and even objects.
    • Positive potential: For individuals who feel lonely or those looking to practice social skills, an AI companion can provide immediate, judgment-free support.
    • Potential downsides: Overreliance on AI relationships can isolate users from genuine human contact. In extreme cases, it may even warp social norms or open the door to harmful echo chambers.
  • AI as a research partner. AI can understand and make recommendations on how to design and execute differentiated market positioning efforts (trends, competitor positioning, customer needs, etc.)
  • AI empowers marketing and sales teams. AI can be a powerful sales and marketing companion to improve customer experiences by surfacing personalized customer insights, sales suggestions, and beyond.
  • Streamlining internal operations to free human time for more valuable tasks, AI can support:
    • Quick employee answers: AI can handle inquiries like those directed to teams like HR (“what is the vacation policy”), and marketing (“does this logo comply with brand guidelines”), uncovering information otherwise buried in corporate sites or answering questions that do not need to be human-led.
    • Stakeholder message optimizations: AI “thinks” from different perspectives (“marketer,” “engineer”) to refine and strengthen recommendations and human-designed collateral.
    • Development efforts: AI supports more rapid software development lifecycle efforts, driving products and features to market faster.
    • Call center efficiency: Augmented customer-service centers reduce wait times, optimize call routing, and improve resolution accuracy.
  • Combining AI tools for greater impact. When conversational AI connects with agentic systems and other embedded technologies, the resulting synergy amplifies human productivity and impact.
  • Environmental innovations. AI is helping advance the climate agenda, including efforts to support methane management and cleaner jet fuel.

Governance and compliance considerations. Given the growing focus on ethical and responsible AI, data privacy, and deepfake technology, companies need to make sure their AI models are transparent, equitable, and aligned with emerging regulations. For more on considerations in this space please refer to Insight #3.

What business leaders need to know

  • Use AI as a creativity engine: Don’t limit AI to productivity gains. It can spark new industries, art forms, and breakthroughs. Well-designed AI needs human oversight and iterations to refine and guide AI’s outputs.
  • Build AI-human hybrid teams: The value from AI often comes when human expertise and machine intelligence work together. Encouraging collaboration between people and AI systems improves design, product development, and operational decision-making.
  • Rethink workflows: AI introduces new possibilities that often do not fit into existing processes. Leaders may want to evaluate where current workflows limit impact, and where redesigning around AI can enable speed, insight, and scalability.
  • Encourage AI experimentation for all: AI isn’t just for the IT team, encourage broad AI adoption and use. Giving departments the space to explore and apply AI in their own contexts can spark innovation, improve adoption, and generate use cases that reflect real business needs.
  • Embrace Unique + Tailored Data and AI Models: As general-purpose models become widely accessible, organizations that invest in models based on proprietary data and domain-specific knowledge can create more defensible value. As one speaker said, “LLMs will make you average – real value will come from proprietary knowledge and experience.”
  • Invest in talent upskilling: AI adoption requires a workforce that is ready to use it with confidence and purpose. Organizations that prioritize clear communication, capability building, and practical training will be better positioned to scale impact and adapt over time.
  • Responsible AI: As AI becomes a central driver of business strategy, leaders must adopt a responsible AI framework that balances innovation with ethical, regulatory, and societal considerations. With rising political and policy scrutiny around data governance and platform regulation, responsible AI is no longer just about compliance—it’s a strategic advantage in building trust and long-term competitiveness. For more on considerations in this space please refer to Insight #3.

“Quantum computing is no longer a distant future – it is already proving useful today. By 2026, it will surpass classical computing in solving problems that were previously impossible.”

Session: Cracking the ‘Cradle of Life’ Molecule with a Quantum Computer

2. Take the quantum leap – Computing's next revolution is here

Quantum computing is set to revolutionize our world – from developing new drugs and materials, to helping bring back lost species. It has gone from something far in the future to something expected to drive meaningful innovation in the near term.

Quantum is out of the lab, and into the market

The message from the experts is clear: Quantum computing isn’t a 20-year from now idea— it’s happening now. Quantum computing is a really complicated subject, and it provides the ability to build upon and solve complex problems that are often too time consuming for even the most powerful traditional computers. Companies that invest early will shape the industries of the future, while those that hesitate will be left playing catch-up. The question isn’t whether quantum computing will change your industry—it’s whether you’ll be ready when it does.

A closer look

Quantum computing has moved beyond theoretical speculation. Future innovation will expand and build on compute speed improvements and move to innovation that transforms industries. Those who invest today—such as businesses, research institutions, or governments, will position themselves at the forefront of this transformation.

  • Pharma and life sciences – Pharmaceutical companies are exploring quantum computing to enhance drug discovery, leveraging quantum chemistry to simulate molecular interactions that classical computers struggle to process. They are also using quantum simulations to accelerate R&D, potentially cutting drug development timelines from decades to years.
  • Materials and manufacturing – Quantum computing is helping drive next-generation material design. Simulations promise to reduce costly trial-and-error testing, streamlining material innovation. Aerospace and industrial leaders are experimenting with leveraging quantum computing to create lighter, stronger materials with unprecedented efficiency. Quantum computers can effectively simulate the behavior of complex magnetic systems (outperforming classical supercomputers), a breakthrough that will directly contribute to these new use cases becoming a reality.
  • Finance and risk modeling – The financial sector is at the forefront of quantum computing adoption, particularly in risk modeling, fraud detection, and portfolio optimization. Banks and hedge funds are experimenting with hybrid quantum-classical models to enhance forecasting, trading strategies, and risk assessment. Experts anticipate that finance will be among the earliest industries to capitalize on quantum advancements, as rapid engineering progress continues to refine the quantum architectures most suited to financial applications.
  • Logistics and supply chain – Quantum computing is being tested for its ability to optimize logistics networks, focusing on workforce scheduling, delivery route planning, and supply chain efficiency. Studies suggest that quantum-enhanced optimization could improve operational agility and reduce bottlenecks in logistics management.
  • Energy and climate science – Quantum computing is emerging as a powerful tool for accelerating breakthroughs in sustainable energy. Researchers are investigating how quantum simulations could enhance fusion energy modeling, refine battery chemistry, and optimize power grid distribution. Initial findings suggest that quantum technologies could significantly accelerate clean energy innovation in the coming years.

What business leaders need to know

  • Develop a quantum strategy – Quantum computing is not a distant technology—it is already being tested in real-world applications. Businesses in industries such as logistics, finance, and telecommunications should start exploring cloud-based quantum services, conducting proof-of-concept studies, and developing internal expertise to prepare your organization to understand and think about how quantum will impact your business and industry.
  • Invest in talent and partnerships – The biggest bottleneck in quantum adoption isn’t hardware—it’s expertise. Organizations should start building quantum talent pipelines and forming strategic partnerships with leading quantum research labs, cloud providers, and startups.
  • Identify industry-specific quantum use cases – Business leaders should conduct internal assessments to identify where quantum computing could provide an immediate advantage—whether it’s optimization, material design, risk modeling, or beyond.
  • Stay ahead of policy and security risks – Quantum computing will eventually break today’s encryption standards. Governments and corporations need to invest in post-quantum cryptography now to protect sensitive data.

“Uncertainty raises risk and slows investment. [Strong economic] policy needs clear, transparent and stable regulatory models.”

Session: Innovations Driving the Future of Energy

3. Companies that master policy shifts will shape the future

The intersection of policy, economics, and innovation has grown increasingly complex and dynamic. At SXSW, the message was clear: regulation will evolve, markets will shift, and industries will be disrupted—but those who move decisively, invest strategically, and shape their own path forward will define what comes next.

Geopolitics is the new innovation battleground

Innovation doesn’t happen in isolation—it’s shaped by policy, investment, and economic forces. Public and private partnerships working together to accelerate innovation and help keep markets that invest in the cutting edge. The companies and industries that act now— investing in talent, technology, and trust—will be the ones defining the future.

A closer look

Policy conversations can be complex, but SXSW created an environment where business leaders, investors, and policymakers could engage in meaningful discussions about the future. Rather than political debate, the focus was on understanding the implications of policy shifts and finding solutions that will drive innovation forward. This wasn’t just about adapting to change—it was about recognizing opportunities, taking action, and making sure that industries remain competitive in an increasingly regulated world.

  • Geopolitics is restructuring global markets. Trade agreements, tariffs, supply chain realignments, and national security concerns around AI, semiconductors and quantum are forcing businesses to rethink sourcing, partnerships, and market footprint. Some nations are doubling down on domestic production, while others are reinforcing trade alliances to maintain a competitive edge. This shift is creating both risks and opportunities for businesses adapting to the dynamic landscape.
  • Policies are impacting brands and platforms. AI governance, data privacy laws, and platform restrictions—such as the potential U.S. TikTok ban—will have a major impact on how companies build, scale, and engage with audiences. Brands, content creators, and businesses that rely on digital platforms must be prepared for a fragmented digital landscape and to re-evaluate their long-term platform and media strategies.
  • Energy policy is now a business imperative. Energy policy is now a fundamental driver of innovation, as access to reliable, scalable, and clean power determines the growth of energy-intensive industries like AI, quantum computing, and advanced manufacturing. Policy decisions on grid modernization, clean energy incentives, and infrastructure investment will not only dictate the speed of technological breakthroughs but also shape economic power and long-term competitiveness in a rapidly evolving global market.

AI, quantum computing, and advanced manufacturing are at the center of national funding priorities and private-sector competition—yet the demand for talent in these sectors continues to outpace supply. Organizations that move quickly to invest in emerging technologies will gain a competitive edge, but long-term success will depend equally on building the workforce to support them. This means investing in upskilling initiatives, education partnerships, and workforce development strategies, while also leveraging AI as a learning tool and on-the-job training solution.

  • Technology and AI: With increased scrutiny on ethical and responsible AI, data privacy, and deepfake technology, companies must confirm their AI models are transparent, fair, and compliant with evolving regulations.
  • Media and advertising: The uncertainty surrounding TikTok and digital platform regulations is forcing brands to diversify their digital strategies. Investing in multi-platform engagement, first-party data collection, and alternative distribution channels will be key. In addition, concerns on tariffs and the corresponding linkage to profitability may impact marketing and advertising budgets, creating an environment where brands will need to look for creative ways to drive impact and relevance with their customers.
  • Energy and sustainability: Renewable energy investments, government incentives for sustainable infrastructure, and regulations around carbon reduction are not just about climate action—they are about economic power and long-term competitiveness. Without efficient, scalable power distribution and affordable energy, industries requiring massive computational and processing power may struggle to scale, limiting economic and technological progress. 
  • Healthcare and biotech: AI-powered diagnostics, drug pricing policies, and evolving data regulations are reshaping the industry. Companies must focus on compliance, ethical and responsible AI, and balancing innovation with accessibility. 
  • Finance and investment: Interest rates, tax policies, and government-backed investments in emerging technologies are shifting financial strategies. Investors need to focus on long-term bets in AI, quantum, and sustainability. 
  • Retail and consumer: With tariffs and economic policies evolving, retailers need a strong approach to pricing, supply chain management and optimization. While the external environment grows increasingly fragmented, retailers should stay focused on the things that matter the most to their customers, to protect and optimize those moments to drive customer retention and lifetime value.

What business leaders need to know

  • Track and anticipate policy changes. AI regulations, energy policies, and trade shifts will directly impact business models. Leaders must stay ahead of these changes to identify business shifts in a timely manner. Organizations also have a role in helping policy makers understand the benefits of investing in long term innovation, and the risks associated with tariffs and trade uncertainties.
  • Invest in public and private collaboration models for innovation. Examples include partnerships with state agencies and universities to foster quantum campuses to bring together researchers to unlock innovation.
  • Adapt digital brand and marketing strategies for an evolving regulatory landscape. With platform restrictions and data privacy laws shifting, companies should invest in first-party data, diversify content strategies, and build resilience into their digital marketing plans.
  • Invest in technology and innovation early. Businesses that embrace AI, quantum computing, and sustainable solutions now will lead their industries as regulations and market dynamics evolve. Understand consumer and business sentiments and build trust in responsible innovation to drive adoption.
  • Prepare the workforce for the future. Addressing the talent gap in AI and emerging tech will require collaboration with policy makers and educational institutions, in addition to corporate investment in education, training, and upskilling programs.

“Your kid in their bedroom [online] might be encountering more danger than they would out at the park with friends.”

Lauren Greenfield, Session: Gen Z Social Media’s Dark Side - Brand and Advertising

4. Digital safety is about minds, not machines

As more of our lives are digital, it drives increased risk that digital experiences have an outsized influence on human behavior in both positive and detrimental ways. With humankind already spending considerable time online, and AI and other innovations poised to create even more compelling digital experiences, the imperative for ethical and thoughtful innovation has never been higher.

Protecting minds, not just machines

As technology becomes more immersive, intelligent, and embedded in daily life, the real risk isn’t just what systems can do—but how they shape what we think, feel, and choose. Protecting users now means protecting attention, autonomy, and agency. Business leaders must prioritize ethical design, transparent AI, and proactive trust-building to make sure innovation advances not just technology—but humanity.

A closer look

As AI, personalized algorithms, and immersive digital platforms accelerate, we’re not just facing threats from bad actors—we’re facing the reality that even well-intentioned innovation can manipulate choices, erode critical thinking, and alter societal norms in ways we don’t fully understand. The ethical risks of the digital era aren’t just about hacking systems—they’re about hacking human perception. The next frontier is about securing agency—making sure people remain in control of their choices, thoughts, and interactions in a hyper-digital world.

The risks of a life lived mostly online are not without counter balancing forces for good. Online games can offer a platform for those unable to physically move on their own to feel empowered to connect and play with others unencumbered. Friends made in the digital world can translate to lifetime relationships in the physical world. Those with rare medical conditions can find online communities and support groups to make dealing with their condition easier.

There are many examples of amazing digital experiences, the answer to online risks is not to avoid going online or being shut away from the digital world. There is however the need to ensure digital experiences, particularly for children and teens, are safer, more oriented to the good of humanity, and designed to release the best of human potential. As innovation expands the reach of the impact of digital tools on humankind, the ethical innovation imperative rises.

To enable more responsible technology use and innovation there were some areas of focus recommended by speakers at SXSW.

  • More predictive management and prevention of potential harm on digital sites before it occurs – Optimizing for engagement can lead to unintended consequences—bias, misinformation, optimizing for time on page and engagement over safe experiences and beyond. The next generation of ethical innovation must go beyond compliance to build transparency into algorithms and intervention before harm occurs.
  • Education on how to use AI – AI-powered persuasion can blur the line between real and synthetic influence. As virtual influencers and hyper-personalized content take hold, we must ask: Who—or what—is really shaping our choices? Companies and individuals need to be aware of the way that AI works, and how to harness AI for good.
  • Digital environments are rewiring human behavior – From addiction loops in social media to gamified financial decisions, behavioral engineering needs the same scrutiny as cybersecurity. The question isn’t just how we use technology—but how it’s using us. Designing new experiences with a humanity first mindset will be crucial as the pace of tech innovation accelerates, and as more of our lives are spent online.
  • Tech and AI – Ethical and responsible AI must move beyond bias audits and compliance— businesses must invest in algorithmic observability to understand how AI systems evolve and what unseen influence they exert over users.
  • Financial services – The rise of AI-generated scams and deepfake fraud is well-known, but the bigger risk is trust erosion—if people no longer believe what they see, financial markets based on confidence and verification could destabilize.
  • Healthcare and biotech – AI-driven diagnostics and digital health tools must be secure and be designed to prevent over-reliance on automated decisions that strip doctors and patients of critical thinking in medical care.
  • Retail and consumer – AI-powered recommendations and hyper-personalization could lead to decision autopilot, where consumers make purchases without real agency. Responsible brands will create friction—deliberate moments for users to pause, reflect, and confirm choices.
  • Media and entertainment – The fight against misinformation isn’t just about fact-checking; it’s about designing platforms that incentivize rational engagement over emotional reactivity.

What business leaders need to know

  • Audit for influence, not just security – Businesses must analyze not just how secure their systems are, but how their digital experiences subtly shape behavior, decisions, and perceptions over time.
  • Build ‘Ethical Friction’ into digital experiences – Create intentional design breaks that force users to pause before making high-stakes decisions, whether in finance, media, or e-commerce.
  • Develop AI that explains itself – Black-box AI models won’t cut it. Leaders must push for systems that show their reasoning and give users control over how they engage with recommendations.
  • Defend cognitive bandwidth as a security asset – Protecting attention spans and decision-making ability should be treated as a core security issue, just like data encryption.
  • Anticipate the trust crisis – Organizations need preemptive strategies for when deepfake fraud, AI persuasion, or behavioral engineering scandals inevitably shake consumer confidence.
  • Develop strong AI governance models and advocate for thoughtful policies and regulation that foster digitally safe, inclusive, private experiences for consumers online.

“The things that stand out, the things that are remembered, are always different.”

Melina Palmer, Session: Enough with the “Delving” – Staying Human in the Age of AI

5. The power of experiential brands

The most memorable brands aren’t built through messaging alone—they’re built through moments and stories that people can feel, remember, and share.

From reach to relationship

The future belongs to brands that don’t just speak—but invite participation. In a world where audiences expect to be part of the story, the most powerful connections are built through shared experiences, creator collaboration, and storytelling that adapts in real time.

Emerging technologies (like AI and XR) can extend that creative canvas—but it’s imagination, trust, and emotional relevance that drive true impact. The brands that lead tomorrow will be the ones that engage meaningfully today.

A closer look

The next era of engagement is being shaped by creators who are blurring the lines between content, experience, and culture. At SXSW 2025, the brands that broke through were those that handed the mic to their audiences, invited co-creation, and built worlds—not just ads. From immersive brand universes to interactive performances and creator-led story arcs, the center of gravity has shifted from broadcast to collaboration. Audiences crave emotional resonance, participatory storytelling, and experiences they can share and shape.

Emerging technologies—from generative AI to mixed reality and quantum—are powering a new kind of storytelling: dynamic, participatory, and deeply personal. These tools aren’t replacing creativity; they’re expanding it, enabling audiences to step inside stories, shape narratives in real time, and connect with brands in ways that feel less like marketing and more like shared experience.

Recommendations for brands and marketing teams driving toward a future-ready business captured at SXSW:

  • Move from visibility to immersion. The best brands—and businesses—don’t just communicate; they create interactive, participatory experiences. Whether stepping directly into the eerie world of a new movie, interacting with an immersive, AI-driven candy store, editing a music video powered by quantum computers or walking through a museum decorated with the lore of your favorite hamburger, success comes from participation, not just presence. At SXSW multiple brands activated this strategy of moving beyond logos to bespoke experiences that told a broader story of what it was like to experience the brand. Examples included the ability to drive a Rivian truck over rugged landscapes in downtown Austin, to trying a new haircare product, to listening to the music of a specific city as part of a tourism activation, and beyond.
  • Creators are reshaping influence. The creator economy has moved well beyond product placement. Today’s most impactful creators are not just amplifying messages—they’re co-developing campaigns, crafting original IP with brands, and even designing physical experiences. From musicians and filmmakers to health influencers and fashion innovators, creators are reshaping how ideas reach people—and how people respond.
  • Content, community and commerce are merging. Consumers expect authentic, multi-platform engagement where entertainment, connection, and transactions happen seamlessly. Brands must rethink strategy beyond individual platforms, building cohesive narratives across social media, in-person experiences, and digital commerce to remain relevant. Digital storytelling is evolving, and the best digital stories embed a deep understanding of consumer need and intention.
  • Be human-led, AI-enabled. AI and emerging technology can enhance creativity, but the best campaigns, innovations, and customer experiences still need human insight, humor, and emotion. Brands should use AI for efficiency—like optimizing ad placements or refining messaging—but leave storytelling, creativity, and cultural nuance to human ingenuity. AI at its best enables human ingenuity and unleashes the human edge.
  • Balance data-driven insights with intuition. Today’s consumers generate unprecedented behavioral data, but successful brands use it to enhance creativity, not dictate it. Predictive analytics should guide strategy, but authenticity and emotional intelligence should drive execution. The best marketing efforts balance the potential tension between creativity, technology, and science to allow creative talent to be creative, and also informed by data signals and innovation.
  • Advertising products and platforms are facing innovation and disruption as AI increasingly serves as the entry point / user interface for media, shopping, learning, and planning use cases.

What business leaders need to know

  • Prioritize deeper engagement over exposure. Customers don’t just want to be reached—they want to feel connected. For consumer brands, this could mean immersive experiences or AI-powered personalization. In industries like retail or fitness, it might be thoughtful content, expert-led discussions, or tools that provide real value. The key is making interactions meaningful.
  • Think beyond platforms—build ecosystems. Content, commerce, and community now overlap. For some industries, this means seamless omnichannel marketing; for others, it’s integrating expertise and education into their brand presence. The goal is a consistent, valuable experience across touchpoints.
  • Balance analytics with emotional intelligence. Data should inform, not dictate. Use predictive insights to guide decisions, but lean into storytelling, creative risks, and human connection to build long-term trust and engagement.
  • Rethink partnerships for deeper impact. The creator economy has evolved—collaborate with creators, experts, or thought leaders as strategic partners, not just spokespeople. Whether through co-branded content, industry collaborations, or ambassador programs, partnerships should drive lasting value, not just visibility.
  • Use AI to enhance, not replace creativity. AI should support human originality, not automate sameness. Use it to analyze trends, streamline workflows, and personalize messaging, but let human insight, emotion, and authenticity drive storytelling and customer interactions.
  • Reimagine the way creative teams work together. The traditional structure of design teams is evolving, shifting from large, specialized groups to small, agile, and AI-augmented teams that prioritize speed and value-driven innovation. Designers should think more like product managers, making sure their work is directly tied to business outcomes rather than just aesthetics. The emergence of industry-leading GenAI tools and low-code/ no-code platforms allows designers to move beyond execution into rapid prototyping and iterative experimentation. Rather than fearing AI, design teams should integrate AI tools into their workflows, using them to automate repetitive tasks, generate insights, and accelerate creative problem-solving while maintaining human-centered design principles. Marketers and planners also have the ability to embrace AI in their work, using it as a creative partner in planning and a tool to reduce administrative / lower value tasks.

“We are not just treating disease—we are reprogramming the human body at the genetic level. This is a tidal wave of innovation, and it’s coming faster than you think.”

Nicole Paulk, Session: Viruses as Medicine: Shaping the Frontier of Gene Therapy

6. AI isn’t replacing doctors – It's accelerating cures

Healthcare is undergoing a transformative era of rapid innovation and breakthroughs, yet progress remains challenged by deep-rooted systemic inequalities and complex ethical considerations.

This year’s SXSW sessions showcased groundbreaking advancements in brain science, precision medicine, and AI-driven diagnostics, ushering in a new treatment era for conditions once considered untreatable—those previously thought impossible to treat with medication. Rapid progress in neurodegenerative disease and cancer research is being fueled by AI and stem cell-derived organoids. The benefits from this innovation will extend beyond healthcare—Alzheimer’s alone is projected to cost the U.S. $1 trillion annually by 2050, posing major implications for the workforce and caregivers1. The development of curative treatments in these areas will have a profound impact on all Americans.

The business of health is everyone’s business

AI and emerging technologies are revolutionizing drug discovery, diagnostics, clinical trials, and health data management. Business leaders have a key role in building a more effective and equitable healthcare system. With Americans spending $500 billion annually out-of- pocket on healthcare, Healthcare Consumerism is gaining momentum, shifting power back to patients and caregivers. To thrive in this evolving landscape, companies must drive meaningful change by improving accessibility, enhancing the consumer experience, and expanding direct-to-patient care models.

A closer look

Across healthcare sessions, there was a shift in mindset and emphasis, from reactive “sick care” to proactive “health care,” emphasizing healthspan—not just lifespan. As longevity science becomes mainstream, corporations are investing in science-backed health optimization. While aging has no cure, there is growing recognition that lifestyle factors like sleep, diet, mental health, and exercise play a greater role in longevity than genetics alone, empowering individuals to change their health outcomes. AI and biomarker tracking are driving personalized interventions in aging research, making tailored health strategies more accessible and effective. The importance of human connection and community are being increasingly acknowledged as critical to healthy, long lifespans.

  • Despite its leadership in medical innovation, the U.S. healthcare system falls behind globally in health outcomes, affordability, and the balance between healthspan and lifespan. This is largely due to an overemphasis on specialization rather than primary care, unsustainable payment models, unequal access, and fragmented health data systems that hinder information sharing; all factors that can negatively impact patient care and overall efficiency.
  • Prevention-focused care is essential, but many Americans—especially in rural areas—struggle to access primary care, a problem worsened by healthcare workforce shortages. Addressing this challenge requires alternative solutions, including AI-driven workflow efficiencies and innovation in technology to support clinicians, not replace them.
  • Breakthrough treatments in gene therapy and precision medicine are not widely adopted due to high costs, limited access, and testing availability challenges. To make sure these curative therapies are both accessible and sustainable, policymakers and industry leaders must reform regulations and business models to support long-term affordability.

Healthcare access remains unequal, disproportionately impacting women and people of color. Despite making most healthcare decisions and controlling spending, women face systemic barriers like the “Pink Tax,” where female-branded products cost more than male equivalents, and 21 states still tax menstrual products while exempting medical devices. In the past year alone, women spent over $8 billion more than men on healthcare2, yet they experience worse health outcomes. This financial burden is further compounded by the gender pay gap, threatening women’s economic security. To move forward, meaningful change requires policy and legislative action, alongside expanded access to virtual care, pharmacy-based health services, and employer-driven benefits.

Improving interoperability across healthcare stakeholders by expanding access to health data is essential for advancing health equity. Currently, patients have limited control over their own health data, impacting both personal care and data availability for research. Forward-thinking companies are shifting away from corporate data ownership toward patient-consented, value-sharing models, creating a balance between commercial interests, ethical responsibility, and patient empowerment.

“Going to space is hard, but collaboration makes it possible—no one company or agency can do it alone, and that’s what makes this new era of exploration so exciting.”

Trina Patterson, Session: Messaging the Moon

7. Space is open for business

Space’s role is going well beyond exploration—it is rapidly becoming a proving ground for groundbreaking innovation across industries. From using microgravity to advance health research (such as aging studies and dementia treatments) to building the infrastructure for off-Earth living, space is playing a crucial role in shaping the future. With AI-enabled discovery, commercial investment, and new partnerships between public and private sectors, the industry is expanding. NASA continues to play a leading role, but new opportunities are emerging for private companies, entrepreneurs, and cross-sector innovators to actively contribute to and benefit from this growing ecosystem, offering strategic advantages for industries beyond aerospace.

Space is no longer a mission—it’s a market

The acceleration of AI-powered research, private-sector collaboration, and affordable space access is shifting space from a government-funded mission to a commercial frontier. Companies that integrate space-driven insights, technology, and partnerships into their strategies today will shape the next era of innovation, sustainability, and economic growth. Space is no longer just for astronauts—it’s a business opportunity with limitless potential.

A closer look

  • The moon as a testing ground for the future – Space exploration is no longer just about reaching new frontiers; it’s about testing, learning, and developing technologies that will reshape industries on Earth. Companies and researchers are leveraging lunar missions to test robotic landers, resource extraction, and survival technologies that could one day sustain human life beyond Earth. The Moon’s south pole, rich in water ice, is a prime candidate for future lunar colonies, serving as a steppingstone for deep-space exploration.
  • AI-powered scientific discovery – AI is accelerating space-based research, analyzing vast amounts of data faster than human scientists ever could. The Euclid telescope is using AI to create the largest-ever 3D map of the universe, compressing years of research into months. AI is also driving satellite automation, space weather prediction, and mission efficiency, enabling real-time analysis of planetary conditions and pinpointing the best locations for human settlement.
  • The business of space infrastructure and off-earth living – Living in space is no longer science fiction. Self-sustaining habitats, 3D-printed lunar structures, and resource extraction technologies are paving the way for permanent human presence on the Moon and beyond. The Artemis program, in collaboration with private enterprises, is actively working toward a long-term lunar economy, which could serve as a launchpad for Mars exploration. Many of these space-driven technologies also offer Earth-based benefits, such as advancements in renewable energy, climate resilience, and sustainable materials.
  • Healthcare and biotechnology – Microgravity research is transforming drug development, gene therapy, and aging studies. Space-based experiments are offering breakthroughs in neurodegenerative diseases and cellular regeneration, which could have major implications for longevity and precision medicine.
  • Energy and materials science – Companies are testing solar energy collection, new battery technologies, and sustainable materials in extreme space environments, leading to earth-based innovations in clean energy and advanced manufacturing.
  • Telecommunications and consumer technology – Mobile phone brands are deploying 4G on the Moon, laying the foundation for future off-Earth communication networks. Consumer brands are integrating space-tested materials into everyday products, as seen with Columbia Sportswear’s thermal insulation technology tested in lunar environments.
  • Transportation and logistics – The rise of space tourism, commercial payload delivery, and asteroid mining is redefining the future of global supply chains, opening opportunities for companies beyond aerospace.

What business leaders need to know 

  • Recognize space as a strategic investment, not just science – Companies across industries should explore R&D opportunities in space-driven technology, leveraging insights from microgravity, AI, and resource extraction.
  • Embrace public-private collaboration – Businesses should form strategic partnerships with government agencies, aerospace firms, and space-tech startups to integrate space-driven advancements into their industries.
  • Prepare for the next industrial revolution – Off-Earth economies will become a reality in the next decade. Companies that invest early in space logistics, sustainable energy, and advanced materials will have a first-mover advantage.

“If we embrace technology, we have the opportunity to completely reshape not just our physical space, but also now, the cognitive one.”

Ian Beacraft, Session: How Not to Screw up an AI Transformation

8. Immersive tech is redefining fandom

Artists are unlocking more immersive fan experiences that unlock a new layer of authentic creation and access. These experiences are paving the way for creator and tech partnerships—and the future of fandom in VR and other environments. Fans are also being invited more and more to co-create content and shape the future of entertainment.

Fandom is a platform, not just a market

The future of entertainment belongs to those who design with their audiences. As fans become collaborators, co-creators, and stakeholders, the companies that thrive will be the ones that build living, participatory ecosystems—where content evolves, engagement is active, and value is shared. Passive consumption is out; immersive, co-created experiences are in. This shift isn’t just transforming how we entertain—it’s redefining how creators, brands, and platforms operate. At SXSW, that momentum was palpable. From hallways to headline sessions, creators stood alongside technologists, marketers, and storytellers, not on the sidelines, but in the mix, helping shape what’s next. For anyone looking to understand or participate in the future of media, community, and commerce, SXSW offers more than access. It offers a blueprint.

A closer look

For decades, fan engagement has meant consumption—streaming music, watching content, buying merchandise. But the most innovative brands, creators, and artists are shifting toward something far more powerful: co-creation and deep, interactive participation. In the Creator Economy, it’s about fans becoming collaborators, community members, and even co-owners in the creative process. Instead of simply marketing to fans, companies are now building with them, using AI, immersive tech, and direct community integration to create living, evolving entertainment experiences.

This is not just about access—it’s about agency. Audiences aren’t just showing up; they are shaping the art itself. The next generation of entertainment will be defined by its experience makers—companies, creators, musicians, and brands that embrace fan-driven creativity, immersive worlds, and new models of collaboration.

At SXSW, this dynamic was on full display. Creators weren’t just talking about growth, they were breaking down the mechanics of how it’s done. In sessions like “Beyond the Buzz,” experts shared how creators can future-proof their businesses by building cross-platform audiences, leveraging algorithm shifts, and diversifying revenue through memberships, merchandise, and fan-led activations. “The Creator Economy’s Labor Revolution” highlighted the increasing need for creator protections and sustainability as platform dependency rises. Meanwhile, tactical workshops from insiders at YouTube and Instagram offered behind-the- scenes insights into what drives discovery, engagement, and retention in today’s fragmented attention economy. For creators, SXSW is becoming the playbook. And for brands and marketers, it’s a front-row seat to the strategies, tools, and cultural shifts shaping an emerging economy they can’t afford to ignore.

  • Metallica’s VR experience – Metallica is setting a new precedent by offering fans a 25-minute immersive VR concert—not just a passive show, but an experience where fans feel like they are inside the music. This is the next frontier: fans no longer just witness performances; they step inside them.
  • Apple TV’s approach to storytelling and culture – Apple is reinforcing the idea that content must evolve beyond static storytelling. At SXSW, actors discussed how Severance blends immersive storytelling with layered fan engagement, proving that successful franchises aren’t just watched—they become participatory cultural experiences.
  • Spotter & The Colin and Samir Show on creator-led growth – Samir Chaudry and Colin Rosenblum of The Colin and Samir Show joined Spotter President Nic Paul to break down how creators are scaling sustainable businesses. From leveraging audience data to shape content, to diversifying across platforms and hiring operational teams, the session offered a tactical look at what it really takes to turn a creator brand into a full-fledged company.
  • Gaming is leading the way – The gaming industry has long understood that engagement isn’t just about consuming—it’s about playing, shaping, and co-creating. The 2025 “State of Play Report” highlights how gaming studios are moving toward decentralized experiences, community-led game development, and participatory world-building, a model that other entertainment industries are now racing to adopt.

What’s happening goes beyond immersive experiences—it’s a fundamental shift in ownership and creativity.

  • Fans are no longer just audiences—they’re stakeholders: With AI-generated remixes, user-created storylines, and decentralized fan economies, fans are actively shaping the worlds they love. The music industry is already seeing this with AI-generated mashups and artist-fan collaborations powered by technology.
  • Creators are building beyond the platform: Rather than relying solely on platforms, creators are developing their own IP and monetization models, spanning everything from serialized content and digital goods to membership-based communities. At SXSW, it became clear: creators aren’t only making content, they’re architecting new economies.
  • Brand and entertainment companies must design for ongoing, living experiences: One-off promotions won’t cut it anymore. The most successful brands will design dynamic, evolving environments—whether through AR, virtual fan spaces, or interactive concert tours.
  • Monetization Is Moving from Content to Community: The economic model is shifting. Instead of relying solely on ticket sales or ad revenue, brands will monetize through gated-access digital worlds, community-powered merchandise, and exclusive fan participation experiences.

What business leaders need to know

  • Stop thinking in terms of “Audience Engagement”—think in terms of “Experience Architecture” – The best entertainment is no longer made for fans, but with them.
  • Invest in participation-driven revenue streams – AI-assisted content creation, interactive live shows, and co-owned digital assets will outperform traditional ad models.
  • Create spaces, not just content – The future of fandom isn’t static—it’s immersive. Companies must invest in digital, physical, and hybrid experiences that evolve over time.
  • Look to gaming and interactive media for inspiration – The entertainment world is following gaming’s lead. Those who embrace co-created, interactive experiences will define the next cultural frontier.
  • Recognize creators as cultural architects – The Creator Economy is more than new monetization models, it’s about modes of influence. At SXSW, creators showed how they are shaping storytelling, product development, fandom, and even labor norms. Business leaders should pay attention, not only to partner, but to learn.

1Alzheimer’s Association. 2024 Alzheimer’s Disease Facts and Figures. Alzheimer’s Association, 2024, https://www.alz.org/getmedia/76e51bb6-c003-4d84-8019-e0779d8c4e8d/alzheimers-facts-and-figures.pdf.

2GoodRx Research. The Prescription Drug Gender Divide: Women Spent Over $8.5 Billion More Than Men in 2024. GoodRx, 7 Mar. 2025, https://www.goodrx.com/healthcare-access/research/prescription-drug-gender-gap-women-spend-more

SXSW 2025 insights report

What business and tech leaders should know for the year ahead

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CJ Bangah

CJ Bangah

Principal, TMT Customer Transformation Consulting, PwC US

George Korizis

George Korizis

Customer Transformation Practice Leader, PwC US

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