SXSW 2024

AI Takes Center Stage as Creators, Gen Alpha, and XR Share Some of the Spotlight

The annual festival in Austin, Texas, has expanded far beyond its roots in music and film. The impact of new technologies such as generative AI (genAI) on brands and marketing was a major theme this year, as a wave of rapid developments reverberate across industries.

Key Question: What were the most relevant trends for brands and marketers at South by Southwest (SXSW) 2024?

Key Stat: Retail CEOs and management teams are most aligned in identifying genAI for personalized marketing and recommendation engines as a promising application of AI technology, at 46% and 50%, respectively, per First Insight.

Here’s what’s in the full report


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    Table of Contents

    1. Executive Summary
    2. AI led among the top trending themes at SXSW 2024
    3. AI dominated the conference portion of this year’s event
    4. The creator economy shows no signs of slowing down
    1. Brand marketers are putting community at the forefront to build long-term value
    2. Gen Alpha will exert a major influence on spending
    3. Spatial computing is the new metaverse, but with better use cases
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Roxy Young
    Chief Marketing and Customer Experience Officer
    Interviewed March 9, 2024

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    Sky Canaves


    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce

    "Behind the Numbers" Podcast