NEWS / 2025-03-25

Trend Report: Ten Key Insights from SXSW

AI is not replacing creativity, it’s reshaping it. In film production, incorporating AI capabilities into pre- and post-production processes can free up more time and energy for creative ideas and specialized content output.

This is one of the insights the WAU and Realise teams brought home with them from SXSW 2025 in Austin. The annual conference and festival has become one of the most important and influential events focusing on breakthroughs in technology, film, culture and music. Read our SXSW Trend Report below:

1. AI and Automation: The Next Frontier

AI vs. Human Creativity – While AI is predictable, human creativity remains an unpredictable force that drives innovation.

Studies show that filmed content captures 80% more attention and increases purchase likelihood by 67%.

We’re only beginning to harness the power of AI, yet the impact is already being felt with the reduction of once time-consuming aspects of pre-production (casting, storyboard, script) and post-production (editing, captioning, cataloging). By shifting focus and leveraging AI tools and capabilities, we can spend more time and energy on creative ideas and specialized content output.

Living Intelligence – AI is transitioning from being a passive tool for communication to an active agent reshaping automation. Key developments include:

• AI systems evolving to set their own goals and execute complex decisions.

• Robots moving beyond factory floors, expanding into various industries.

• Metamaterials revolutionizing physical limits, enabling advanced applications in manufacturing and technology.

• Climate crises: accelerating AI-driven innovations to combat extreme weather conditions.

• AI-agent systems acting as extensions of human work, enhancing efficiency, creativity, and collaboration.

• Living Intelligence – AI systems integrating sensors and biotechnologies to learn, adapt, and evolve autonomously.

AI vs. Human Creativity – While AI is predictable, human creativity remains an unpredictable force that drives innovation.

Studies show that filmed content captures 80% more attention and increases purchase likelihood by 67%.

2. Events and Activation

Curated Path – The concept of the curated path emphasizes the need for highly customized user experiences. Digital journeys are becoming increasingly personified, allowing brands to tailor interactions based on individual preferences. This aligns with the growing demand for unique and meaningful engagements that foster stronger connections with consumers.

Experiential Marketing – Events are shifting towards immersive and interactive experiences, creating deeper engagement with audiences.

Connecting with Purpose – Successful activations focus on meaningful connections, rather than just brand exposure. Brands must create spaces where attendees feel involved and valued.

The Power of Storytelling in Events – Borrowing from entertainment industries like Disney, events should craft compelling narratives that transport attendees into unique worlds.

Hybrid and Virtual Events – The metaverse and digital platforms are enabling new ways for people to meet and interact, blending the physical and digital experience.

Speed vs. Impact in Event Planning – Rapid execution is crucial but balancing it with meaningful engagement ensures long-term success.

3. Storytelling and Trust: The Disney Perspective

Specification Builds Trust – Detailed world-building before storytelling ensures authenticity and trust, a principle Disney applies across films, events, and theme parks.

Flawed Characters – Audiences resonate with characters who exhibit flaws, as imperfection enhances relatability and emotional connection.

4. The Changing Media Landscape

Podcast & Video – Content length is not dictated by natural laws; rather, quality and personality determine success. Video content holds significantly higher perceived value, reinforcing the need for engaging visual storytelling.

Live streaming and Interactive Corporate Videos – Live-streaming is a powerful medium for product launches, Q&A sessions, behind-the-scenes previews and live events. There is also an increase in interactive corporate videos with clickable elements like polls, quizzes, and real-time chats that build valuable connections with audiences.

Immersive Experiences – The trend towards deeper engagement means people want to dive into experiences, whether through media, events, or the emerging metaverse, which serves as a virtual space for interaction.

Podcasts, YouTube & Creatorwood – Podcasts are taking center stage in creative economies, with YouTube emerging as the dominant platform for both streaming and podcasting. Industry experts predict that content creators will gain greater influence in Hollywood, with expectations of a YouTube creator winning an Oscar by 2026.

5. Marketing and Consumer Behavior

Emotional Branding – Studies comparing Apple and Samsung advertisements show that Apple elicits emotional responses akin to those associated with close relationships, much like the difference observed between Volvo Cars and Mitsubishi. Emotional branding remains a key differentiator in consumer engagement.

Decision-Making & Community – Research suggests that:

• Anxiety and creativity cannot coexist in our consciousness.

• Consumers are reluctant to pay for purely altruistic values but are willing to invest in a sense of belonging.

• Community-building is a primary driver of purchasing behavior, highlighting the power of shared experiences.

Re-thinking Market Research – Traditional focus groups often provide skewed insights, as participants tend to offer socially acceptable responses rather than their true opinions. This calls for more innovative, data-driven approaches to consumer research.

6. Workplace Trends and Generational Shifts

Generational Differences – Different age groups have distinct motivations:

• Younger generations seek mentorship and lifelong balance.

• Middle-aged professionals focus on performance and career progression.

• Older professionals prioritize leaving a legacy and mentoring others.

The Future of Work – Key factors reshaping the workplace include:

• Labor shortages prompting new discussions on why people work and how they engage.

• The importance of workplace friendships and social interactions.

• Declining mental health influencing job satisfaction.

• Convenience often taking priority over deep connections.

• Strong leadership being critical for employee well-being.

• People leaving bad bosses but staying for colleagues.

7. Longevity & The Future of Health

Longevity Trends – Aging well is emerging as a top health priority, with industry leaders like Brian Johnson and Peter Attia advocating for preventative health models. WGSN predicts longevity-focused innovations in beauty and healthcare, emphasizing hormone research and cross-generational approaches to well-being.

Biohacking & Supplements – The festival featured a surge in longevity-focused products, with dietary supplements like collagen, lion’s mane, and adaptogens becoming mainstream.

8. Speed, Impact, and Purpose

Fast Matters – Speed is a crucial factor in today’s business landscape, but it must be balanced with impact.

Key Principles for Success:

1. Make it a Mission – Connecting with a purpose drives motivation.

2. The Brief – Clear communication is essential for efficiency.

3. Play as a Team – Collaboration enhances results.

4. Building is the Tool – Constructing meaningful projects fosters innovation.

5. Demand constructive feedback – Never end the presentation with “So what do you think?”

9. Social Health & Human-Centered Platforms

Social Health Movement – Social well-being is gaining recognition as a critical health component. Thought leaders predict that relationship education will soon be as integral in schools as physical education.

The Rise of Ethical Social Media – New platforms are emerging with a focus on user control and community well-being rather than data exploitation. Examples include:

• Signal – Privacy-focused communication.

• Mozi – Digital tools that facilitate real-life interactions.

• Bluesky – A decentralized microblogging platform offering

greater user control.

10. The Weird Era: Creativity as a Competitive Advantage

Entertainment & Absurdity – In uncertain times, consumers crave fun and engaging content. Brands like Liquid Death, Duolingo, and Burberry are embracing bold, unconventional marketing strategies.

Edutainment & Creativity in Business – SXSW discussions highlighted the value of humor and absurdity in marketing. As Liquid Death’s Dan Murphy put it, “The riskiest thing you can do is flare up a bunch of cash on boring advertising that no one watches.”

Conclusion

Emerging trends highlight the shift toward deeper personalization, AI-driven automation, immersive storytelling, emotionally intelligent branding, evolving workplace dynamics, social health, longevity, and the transformation of events and activations. Businesses must adapt by leveraging new technologies and fostering authentic consumer connections to remain competitive in this rapidly evolving landscape.