South by Southwest is where tech, culture, and creativity collide—but it isn’t a marketing conference. The real value for marketers isn’t just in the panels, but also in observing the cultural trends, making unexpected connections, and experiencing firsthand how brands are trying to capture attention.
With SXSW 2025 kicking off, here’s a roadmap to getting the most out of your experience in Austin.
Go for the trends, not just the talks
Based on panel topics, brand activations, and social media discussions, these themes are emerging as dominant forces at SXSW this year.
AI moves from hype to practicality
AI remains the dominant theme across panels and activations, but this year, the focus has shifted from hype to execution. Attendees want to see how AI is enhancing creativity, consumer engagement, and real-world applications rather than just serving as a novelty.
Sessions like AI, Music & Creativity in the Imagination Age with Holly Herndon will explore how AI is augmenting human creativity, while futurist Amy Webb’s Tech Trends Report 2025 keynote is expected to reveal where AI’s next breakthroughs will be.
Across SXSW, AI is being positioned as a tool for augmentation, not replacement, signaling a more mature approach to the technology.
Cultural relevance and storytelling
Brands and creators are focusing on authenticity and storytelling over pure tech spectacle. Marketing experts at SXSW point to “purpose fatigue” with shallow campaigns and the need for deeper engagement.
A standout session, From FOMO to Fulfillment: The Science of Consumer Behavior, will explore how consumers are moving from impulse-driven consumption to values-based engagement. This shift is pushing brands to create authentic, resonant storytelling rather than chase trends.
In another must-see panel, Entertain or Die: Entertainment-First Brand Building, Andy Pearson of Liquid Death and James Kuczynski of Duolingo will discuss how they break through the traditional advertising malaise by “earning fame for your brand by entertaining at all costs.”