Inside SXSW London 2025: trends, talks and takeaways.

South by South West (SXSW) Austin has long been synonymous with bold thinking, cross-industry creativity and progressive tech. Now, the festival has made its way to East London and it’s clear the UK edition is making its own mark. Hosted across 25+ eclectic venues, the event was a melting pot of ideas and people across art, music, science, culture and technology.

Written by Caroline Szeremeta.

Our overall impressions? A solid first outing but room to go bigger, bolder and bring more brand experiences to the fore.

SXSW London created a buzz across Shoreditch, with a plethora of colourful street-level branding, expo creativity (particularly within the Truman Brewery – kudos to Hayu) and a distinctly British undertone.

The focus was on conversation and content, and this was notable with brand activations and physical experiences being thin on the ground and lightweight in terms of investment. Perhaps this is reflective of brands watching and waiting to see how the festival takes off, and what audience exposure it offers.

Those that did show up well such as Dirt Is Glory (a collaboration between Dirt Is Good, Arsenal & KondZilla to bring the story of Brazil’s Várzea football leagues to life) were playful and participatory. Ray-Ban’s eye-catching placement in front of a branded wall mural felt true to Shoreditch’s creative identity and their Meta product partnership gave purpose.

As with the Austin event, The Female Quotient stole the show for content spaces within the festival fringe venues, taking over the Kaso Rooftop at One Hundred Shoreditch and building on their reputation for excellent hospitality and influential speakers. Fun interactive elements such as their glow up and professional portrait experience and ‘design your own bookmark’ activity (in collaboration with Adobe) encouraged long dwell times and highly shareable content.

The whole SXSW event was well organised and clearly supported by the local area, with helpful reps dotted around to assist if you lost your way. However, long queues for popular talks and limited seating at some stages occasionally disrupted flow. Attention spans are finite – especially in such a content-rich environment – so accessibility and immediacy will be crucial for future editions.

Main talk track headlines: 5 festival takeaways for marketers.

Across the talks, a few consistent themes emerged: the accelerating impact of AI, redefinitions of influence and creativity and a call for inclusivity across gender, socioeconomic status and age.

1) The AI surge – promise, power and caution.
AI naturally took centre stage and was touched upon in most sessions – from practical use cases to philosophical questions:

We’re 5-10 years from Artificial General Intelligence (AGI) (human-level machine intelligence), which is already starting to trigger an industrial revolution.
Trust remains a key issue: hallucinations, bias and false confidence can derail credibility.
As of February 2025, 45% of the US population aged 18-64 use generative AI to some degree.
Worldwide AI literacy must improve quickly, or sections of society risk being left behind.

2) Creativity reimagined – the human spark still wins.
AI can accelerate ideas, but it can’t replace imagination. Talks reinforced that the most powerful outputs still come with more than a sprinkling of human insight:

“The most human thing we can do is create” Manon Dave.
AI is ‘smart’ (artificial, automated, efficient, trained) but we make the outcome ‘super’ (authentic, imaginative, empathetic, inspired).
The latency between imagination and execution is shrinking, but the origin of inspiration remains uniquely human.
AI may amplify ideas, but it’s humans who give them meaning.

3) Influence is evolving – authenticity over algorithms.
The future of influence lies in intention, not impressions. Brands can no longer rely on surface-level reach:

True influence = bravery + community + meaning.
Decentralised storytelling and community-driven content are taking precedence over top-down campaigns.
Hype and influence are no longer interchangeable – audiences are quick to detect the difference.
Authenticity and self-awareness trump trend-chasing.

4) Marketing in the age of impatience – speed meets substance.
Marketing is becoming ever more complex, incorporating planned cycles with agile responsiveness. AI is reshaping timelines and team structures:

Traditional campaign timelines are being compressed from weeks to days with AI tools.
Future teams will be leaner, supported by AI ‘Chiefs of Staff’ and intelligent agents, the amount of viable start ups will be larger, increasing competition.
Job titles will recede in importance in favour of function, adaptability and usability.
The brands that succeed will be the ones balancing speed with purpose – keeping pace without losing their voice.

5) Redefining masculinity, health and youth – a culture in flux.
A wave of conversations around wellness, equality, equity and identity reflected shifting societal priorities:

Only 21% of boys say they understand what masculinity means today.
Young men are turning to AI for companionship, reflecting deeper mental health gaps.
Perception on longevity is shifting from lifespan to healthspan – the number of years a person can remain healthy.
Stress and inequality remain huge health risk factors, but access to healthspan optimisation is currently reserved for the wealthy.
The industry needs to champion young people and promote equity across all types of neurodivergence.

In combination, these issues highlight growing demand for more inclusive narratives, authentic male role models, and systemic solutions that serve everyone, not just the privileged.

SXSW London vs. Austin: shared DNA, but distinct identities.

SXSW Austin is sprawling, sun-drenched and often overwhelming. SXSW London is marginally more compact by comparison – though still ambitious in scale so be prepared to get your steps in!

It feels intrinsically British: slightly more reserved than its US counterpart, but no less thoughtful. The focus on meaningful talk tracks, grassroots creativity and neighbourhood energy gives SXSW London a unique tone, indexing lower on musical roots and more on industry.

Although the number of brand takeovers is naturally higher in Austin, with it being far more established, the requirement is the same – brands need to be clear minded on why they’re there and who they’re talking to. There’s a huge opportunity to own the SXSW London space while it’s still fresh but, at both events, brands could harness the potential more impactfully.

Conclusion: a festival with huge potential.

SXSW London has laid a promising foundation. It’s not trying to replicate Austin – it’s trying to interpret the formula in a new city, with its own cultural cadence.

The event successfully created moments of insight, inspiration, and occasionally confrontation – unafraid to address uncomfortable topics such as toxic masculinity, saving young girls from ISIS and the use of psychedelics in treating mental health issues.

For marketers and business leaders, SXSW London certainly offers an evolving platform to understand where culture, tech, and creativity are heading – and how to be part of shaping that future.

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