For the past six years, every September, I’ve had the privilege of reviewing SXSW* applications from some of the brightest minds in the world. Each year, I’m fascinated by the evolving trends and perspectives on current topics. Reviewing multiple tracks—such as AI, Startups, Technology, Design, Space, and 2050—has given me a deeper understanding of how people position their approaches in different contexts.
The main theme I observed for SXSW 2024 was the anxiety surrounding the unknown. All the speakers were genuinely trying to navigate the uncertainties triggered by the AI wave. There was widespread agreement that we are living in a time defined by a “before and after” the ChatGPT moment.
SXSW is an excellent place to see what mainstream brands are focusing on. Seeing Ray Kurzweil and Ben Goertzel—whom I met during my studies at Singularity University in 2013—discuss AI at the SXSW 2024 conference made me reflect on how much the field has evolved over the past decade.
After a quick 2024 overview, here are my initial observations for SXSW 2025, based on the samples I recently reviewed from the AI, 2050, and Design tracks:
1. AI will soon become the new Internet.
One of this year’s biggest challenges during the evaluation process was that almost every application had an AI angle, making it difficult to distinguish what should fall under the AI track versus other tracks. Although the pace of this transformation feels rapid, AI will likely become the new Internet for leading sectors of the business world sooner than we expect. However, it will take time for this shift to reach a broader range of industries. In the next 1-2 years, I wouldn’t be surprised if SXSW no longer requires an AI-specific track.
2. Echo chambers: You don’t know what you don’t know.
Many applications for the 2025 conference felt like echo chambers—discussions among people with similar backgrounds. This is something I often notice at many conferences. Given that most applications were focused on AI, discussing such a broad and transformative topic only among like-minded individuals can limit perspectives; you don’t know what you don’t know. As a result, many proposals were based on the current capabilities of AI technologies, overlooking their exponential potential. It’s a common pattern: at the early stages of exponential tech waves, people tend to overestimate the current impact while underestimating long-term potential and risks. This pattern often repeats itself in business-world meetings, where critical insights into both opportunities and threats can be missed. SXSW was no exception.
3. Growing awareness of AI tools’ limitations.
At SXSW 2024, there was a noticeable increase in applications that were clearly generated by AI tools like ChatGPT, leading to a lot of repetitive ideas. This year, however, people seemed more aware of these tools’ limitations and used them less for ideation, relying on AI mainly for editing purposes. As a result, the scope of the applications was more focused, diverse, and clearer compared to the 2024 conference.
4. Concerns are expanding.
Last year, concerns about AI—especially around ethics—were already prominent. However, this year, the discussions were more detailed, diverse, and importantly, more stakeholders from various fields, including governments and social scientists, are joining the conversation. This indicates that ethical and risk-related issues surrounding AI are being taken more seriously across different sectors.
5. Architects are joining the conversation.
This year, I noticed the highest number of applications from architects in the past six years. It’s clear that AI discussions are sparking their interest, and I was pleased to see how architects are contributing their perspectives to these conversations.
These are just a few early insights I’ve gathered from the sample applications. While I can’t disclose all the sessions, one in particular was especially thrilling for me: “Meet the Astronauts Going to the Moon with NASA’s Artemis II.” I’m excited to be involved in this session, which may feature astronauts Reid Wiseman, Victor Glover, Christina Koch, and Jeremy Hansen as speakers.
Early speakers for SXSW 2025 have already been announced, with more set to be revealed on October 22nd, 2024.
*South by Southwest (SXSW) is an annual conglomeration of parallel film, interactive media, music festivals, and conferences that take place in mid-March in Austin, Texas. The festival issues a call for applications every July for the following year’s conference.