HACKING… SXSW 2024

SXSW 2024 ended after a series of debates on the future of AI. The world’s most significant technology and innovation festival brought together entrepreneurs, activists, business people, celebrities, and a specific portion of Brazilians.

Known as the planet’s largest technology and innovation festival, South by Southwest took place from March 8th to 16th in Austin, United States. It was a nine-day event with about 3,000 lectures, debates, music, and cinema.

According to Hugh Forrest, programming director of SXSW, about 30% of the participants were from forums in the United States, and of this number, the biggest portion was from Brazil.

Among the highlights, concerns about new technologies were prominent, especially how they can help integrate people, solve social problems, and revolutionize the job market.

To conclude this edition, Bradesco’s Head of Innovations, Renata Petrovic, stated that “all this evolution will generate sophistication in predicting people’s behavior, of customers”. For execution, “This is very interesting for companies since, as you can predict human behavior more accurately, you can bring better and more relevant solutions“.

Sandy Carter, COO of Unstoppable Domains

“What’s the first thing people worry about with AI? Trust. AI ‘hallucinations’ will eventually disappear, but now, you need to verify things and not simply assume that everything coming from AI is correct.”

Dan Clancy, CEO of Twitch

“Social media nowadays seems antisocial because, in reality, it’s not very social to sit alone scrolling through a screen. Everyone craves belonging, and I think that’s what people are looking for in live-streaming sessions. They show up for the conversations.”

Ian Beacraft, CEO of Signal and Cipher:

“This is the era of the creative generalist. We grew up in a time that said: get a degree, be good at something, and then develop expertise in that domain. AI allows us to extract years of discipline, experience, and effort required to perform decently in hundreds of skills.”

Olivier Rousteing, Artistic Director of Balmain

“In my early shows, I was the only Black person. There were no Black people among the models and guests. I know that today, many people think talking about inclusion is normal, but we need to remember that just ten years ago, that was the reality of fashion.”

Colette Pinchon Battle, Founder of Taproot Earth

“We are addicted to convenience and comfort, and this is causing a global imbalance. We have the American lifestyle and export this way of life to other countries. We must start questioning what we need to have and what a safe life is.”

Dr. Joy Buolamwini, Founder of the Algorithmic Justice League

“Addressing algorithmic bias and discrimination is not so simple. We need nuance. I like to approach them as a chronic illness rather than an infection. It’s a continuous process of algorithm hygiene. The development of these products needs to consider a historical and vigilant perspective.”

Adaptable Leadership in the Digital World

SXSW 2024 prompted us to think about how the connection between humans and Artificial Intelligence (AI) will transform businesses and create new realities. It’s necessary to consider the need for a new leadership adaptable to the digital context by creatively combining change management, empathy, and technology. Future leadership must balance AI with human relationships, recognizing that people excel the machines in understanding cultural dynamics and making relevant decisions. With this, the importance of creating an organizational culture that embraces technology and encourages innovation and co-creation with AI is identified. Additionally, the need to involve diverse stakeholders in the strategic process, fostering collaboration and open thinking, was highlighted.

What will be the future of work?

Renata Rivetti, from Reconnect – Happiness at Work, highlighted at SXSW 2024 the need for a new way of working, focused on flexibility and the use of Artificial Intelligence to increase efficiency. The relevance of the office as a space for connection and collaboration was also discussed. Still, the importance of allowing remote work to increase productivity and employee wellbeing was emphasized.

In this regard, Generation Z stands out in influencing this change, seeking freedom and questioning the traditional workday. In this case, mental health is also central, with the growing syndrome of burnout and the importance of leadership in creating healthy environments. In some cases, especially for women, balancing the double workload is essential for the future of the job market.

“Creative generalists” and creativity as an ally

Another highlight of SXSW 2024 was the impact of Artificial Intelligence (AI) on the future of work, entrepreneurship, and education. Renowned speakers emphasized the emergence of so-called “creative generalists” and addressed the democratization of access to venture capital. According to experts, the trend of “creative generalists” arises in response to digitization and the rise of AI in the job market, valuing professionals with multifaceted skills.

John Hagel proposed a deeper digital transformation, while Josh Constine and Peter Deng highlighted the co-evolution of AI and humanity. Ian Beacraft pointed out that AI will expand the capabilities of these generalists, making them more productive and competitive.

The collaboration between AI and human creativity promotes efficiency and team reduction, anticipating a future with leaner and more productive companies.

It is possible to foresee a transformation in work dynamics, with the possibility of a shorter workday, indicating a necessary adaptation to face this new scenario. “Creative generalists” play a central role in the AI era, essential for innovation and efficiency in the latest professional environment.

Consumer and Economy 2.0 Trends

The report “Beyond Current Trends: The Future of Consumer Economies” by Bain & Company highlights seven trends that will shape consumption in the next decade.

Redirected Economy points to population movements, digital nomadism, and changes in the real estate market.
Redefining Family addresses family diversity, promoting solutions for single mothers and multigenerational households.
Conscious and Slow emphasizes the urgency of sustainability, encouraging avoiding instead of reducing, reusing, and recycling.
Autonomous Agent focuses on automation to alleviate burdens, with AI-based personal assistants gaining prominence.
The Originator discusses the obsolescence of traditional jobs, with Generation Z prioritizing lifestyle choices beyond work and the growth of the Creator Economy.
Super Humans covers a holistic approach to health, including sleep quality, social life, and financial area.
Emotional Support highlights the epidemic of loneliness, driven by the pandemic and technology, with the market responding with fashion initiatives, colorful cars, and AI virtual assistants.