HACKING… SXSW 2024

In 2024, the South by Southwest (SXSW) edition occurred from March 8th to 16th. It is considered one of the world’s largest gatherings of technology, music, innovation, and culture. Traditionally, the event is held in Austin (USA).

The fair focuses on professionals from around the world. It offers various activities, such as lectures, presentations, film screenings, and audiovisual product exhibitions. It also provides networking opportunities, showcases technology competitions, and holds award ceremonies.

Some Highlights of SXSW 2024

Prominent personalities such as Selena Gomez, Jane Fonda, Wagner Moura, Elijah Wood, Daisy Ridley, and Julie Bown have confirmed their presence. Former actress and now Duchess of Sussex Meghan Markle also attended on the debut date, International Women’s Day, and presented the lecture “Breaking Barriers, Shaping Narratives: How Women Lead on and off the Screen.”

Furthermore, the main trends of SXSW continue to focus on topics previously addressed but still on the rise, such as artificial intelligence, climate change, and the creative process behind film content creation.

Brazilian delegation in force

Brazil ensures a massive presence again, repeating the success of the 2023 edition. This year, more than 2,000 Brazilian participants are expected. Marcelo D2, other artists, and four national startups will also attend.

“We don’t disclose exact numbers until the end of the event, but the estimate is that we will have 50,000 accredited participants. Of these, 30% are from outside the United States. And of that number, Brazil is the largest country,” explains Hugh Forrest, co-chair and programming director of SXSW.

Amy Webb, CEO of the Future Today Institute

“Supercycles used to be defined by just one general-use technology. Now, several technologies will transform everything. We are the ‘Gen T,’ a transition generation. Our existence and society will look very different after this transition completes its cycle.”

Elizabeth Bramson-Boudreau, CEO and Publisher at MIT Technology Review

“We know AI will be transformative, but only 9% of the thousand executives we consulted have a functional generative AI case. Most still feel they need to better understand the risks before adopting it in their companies.”

Firdaous El Honsali, VP of External Communications at Unilever for Dove

“If creators and influencers don’t believe in your brand’s purpose, they won’t talk about it authentically, especially if you’re not doing the right thing behind your speech. They dictate brands’ cultural relevance.”

Justin Winters, Executive Director of OneEarth

“There are three things we need to address the climate crisis: transitioning to 100% renewable energy, protecting and restoring the world’s lands and oceans — much of it through preserving indigenous lands. And then changing our food systems to regenerative agriculture.”

Jessica Robertson, Co-founder and Chief Content Officer of Togethxr

“Decision-makers are finally being held accountable for investing differently in women’s and men’s sports. Now, it’s a business matter. If you’re not investing in women’s sports, whether as media or as a brand, you’re behind and missing out on opportunities.”

Ray Kurzweil, Inventor, Writer, and Futurist

“I predict that the Singularity will occur around 2045, with artificial intelligence surpassing human intelligence and transforming society. In 1999, I predicted that artificial intelligence would pass the Turing Test in 2029, but this may happen sooner due to our rapid accelerated progress.”

Joanna Piacenza, Head of Industry Intelligence at Morning Consult

“Millennial parents are creating an environment where Generation Alpha kids become decision-makers very early. They are becoming part of the process, have purchasing influence, and many opinions about preferred brands.”

Joana Thimoteo, Director of Sports Events at Globo

“We have been using technology to our advantage to have efficiency without losing quality in content delivery. We predict Olympic coverage with AI, 3D studios, live broadcast journeys, and a special program. The curation was designed for Brazil and Brazilians to reach the audience’s hearts.”

End of Social Media, Era of Culture, or Co-creation?

SXSW 2024 explored the decline of the social media era, marking the transition to a new phase titled the “Era of Culture.” This shift highlights the evolution of platforms, now driven by shared interests and personalized algorithms. The challenge for brands is maintaining their relevance by adopting strategies emphasizing cultural intelligence, brand identity flexibility, collaboration with consumers, provocative content creation, acquiring advocates rather than just fans, and providing authentic entertainment. However, questions were raised about the designation “Era of Culture,” suggesting that the current differentiating aspect lies in the opportunity for co-creation between brands and consumers, raising the question of whether it would be more appropriate to name this period the “Era of Co-creation.”

What is the secret to a lasting Collab?

Fernando Machado, marketing advisor of NotCo, and Jay Livingston, CMO of Shake Shack, discussed the importance of brand collaboration. They emphasized that the success of a lasting partnership goes beyond mere joint efforts, highlighting three crucial elements. Firstly, having a unified vision, shared goals, and a mutual understanding of the benefits for both parties is essential. Furthermore, complementarity between partners, bringing distinct skills or resources to the table, is fundamental. Lastly, agreement on values and future vision is vital to address challenges and maintain productive partnerships over time.

The T Generation, the generation of “Transition”

Amy Webb, Whurley, and the MIT Tech Review highlighted the current era as conducive to significant technological advancements. The talks emphasized the concept of a “T Generation” in transition, immersed in FUD (fear, uncertainty, and doubt), which will experience a technological supercycle comparable to the steam engine and electricity invention. According to them, combining artificial intelligence, connected ecosystems, and biotechnology will lead to a Technological Supercycle, predicting the rise of Large Action Models (LAMs). Devices like the Apple Vision Pro and Meta Quest, dubbed “Face Computers,” will be able to anticipate intentions through sensors and cameras. Biotechnology already presents innovations, such as weight loss drugs and CRISPR-based treatments. Despite concerns, Whurley emphasizes that understanding technology is essential to ensure its proper use.

AI, once again, takes center stage

At SXSW 2024, Artificial Intelligence (AI) was highlighted with discussions on technological trends for the year. Among the main innovations, “Chiplets” stand out: specialized chips for specific tasks, the first regulatory-approved gene editing treatment for sickle cell disease using CRISPR, Apple Vision Pro as an immersive entertainment device, geothermal systems for energy generation, heat pumps reducing carbon footprint in biogas production, and the emergence of apps and platforms as alternatives to Twitter, called “Twitter Killers.” The event showcased the ongoing progress of AI and its transformative applications in various sectors.

Technological Supercycles

Futurist Amy Webb presented at SXSW the idea of a new “technological supercycle” driven by Artificial Intelligence, Connected Ecosystems of Things, and Biotechnology, which will deeply reshape society and the economy. She highlighted the need for business leaders, investors, and policymakers to understand these technologies to avoid being swallowed by this change. Webb also addressed the insecurity and paralysis of decision-makers in the face of these innovations, encouraging a more profound understanding of incorporating technological trends into organizations. The challenge is overcoming uncertainty and embracing these technologies’ transformative potential.