Unlocking the power of human ingenuity

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.

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.

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.

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.

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.

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.

• 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.

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.