SXSW 2025

Brands and Creators Forge New Paths for Growth as AI Gets a Reality Check

Report by Sky Canaves  | Mar 20, 2025
Download
Report
Share
Table of Contents
Executive Summary
The creator economy encounters challenges en route to professionalization
Brands are broadening how they think about reaching consumers
The genAI hype cycle has peaked, while tech advances pick up the pace
Sources
Media Gallery
About This Report
This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.
Topics
Brand Marketing
United States
Table of Contents
Executive Summary
The creator economy encounters challenges en route to professionalization
Brands are broadening how they think about reaching consumers
The genAI hype cycle has peaked, while tech advances pick up the pace
Sources
Media Gallery

This year’s festival showcased an expansive range of content and ideas on nearly two dozen tracks. Big themes included the evolution of the creator economy, advancements (and hesitation) around AI, and marketing across shifting channels and demographics.

Key Question: What were the key takeaways from South by Southwest (SXSW) 2025 for brands and marketers?

Engagement Rate Is the Top Factor for Marketers When Selecting Creators to Work With (% of brands decision-makers worldwide* who consider each factor when selecting a creator, Aug 2024)
E-Mail ChartDownload

Key Stat: Half of marketers consider engagement rates when choosing creators to work with, significantly more than the shares that consider factors such as follower counts and campaign fit.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The creator economy encounters challenges en route to professionalization
  1. Brands are broadening how they think about reaching consumers
  2. The genAI hype cycle has peaked, while tech advances pick up the pace
  1. Sources
  2. Media Gallery

Charts in This Report

Engagement Rate Is the Top Factor for Marketers When Selecting Creators to Work With (% of brands decision-makers worldwide* who consider each factor when selecting a creator, Aug 2024)Four-Fifths of US Retail Executives Expect Consumers to Favor Spending on Experiences Over Goods in 2025 (% of US retail executives who expect consumers to prioritize each shopping-related action in 2025, Nov 2024)
Consumers Are Overwhelmingly Uncomfortable Sharing Personal Data With AI Shopping Tools (% of US adults, Sep 2024)

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Sky Canaves

Contributors

Suzy Davidkhanian
VP, Content
Wendy Malloy
Director, Reports Editor
Naomi Rebuelta
Copy Editor
Amy Rotondo
Director, US Research
Emman Velasco
Chart Editor