One Big Thing from SXSW Sydney Day 5: Synergy

Reflecting on the week at SXSW, I'm struck by how many sessions I attended focused on humanity's future and the role of breakthrough technologies in shaping it. AI, quantum computing, biotech, and space exploration took centre stage for me, offering a glimpse into what's possible when curiosity meets innovation.

What stood out most was that all these fields aren't working in isolation. There's a clear synergy between them, each feeding into the other and accelerating progress. (Yes, sorry, I just used the S word.) The future feels closer than ever, and it's not just about what we'll discover but how we'll use these innovations to improve life here on Earth and beyond.

With this thought and the ethos of SXSW in mind, "The future belongs to the curious," I wonder what the unintended consequence of all this is. For example, I can see an ever-widening gap between those who can harness these innovations and those left behind.

Access to these transformative tools will be limited to those with the resources, knowledge, and infrastructure to use them effectively. This could deepen economic and social inequality, leaving some individuals and industries struggling to survive in a world driven by increasingly complex technologies.

Those of us working in creative industries need to think about how we build tools and platforms that simplify complex technologies. To enable more people to harness emerging technologies without deep technical expertise, democratising creativity, and innovation.

This convergence of tech and creativity signals a future where imagination has no limits. It is the perfect reminder that advertising isn't just about messaging anymore. It must be about creating experiences that resonate on deeper, more personal levels.

SXSW has left me inspired and hopeful that we are on the cusp of a genuinely transformative era for our industry and humanity.

In a festival about tech and advancement, it can be easy to forget the most important element of what we do why we do – the human element.

But my day on Friday emphasised connection, hand-crafted design, and the benefits of downright staying off the internet.

Hand crafted design has re-emerged as a direct response to the rise of AI. Ben Cooper demonstrated this with examples from Apple and Dentsu. The hand-built Claymation in Apple’s Fuzzy Feelings and wood-cut style stamps in My Japan Railway both focused on crafting to level that AI has no ability currently to recreate. After all, he pointed out, a hand-made gift feels so much nicer than a store bought one, and the same can be said here in comparison to the wave of generative AI visuals we’re beginning to see.

Generative AI was also something Grace Tame and associate professor Campbell Wilson spoke about, which I was not expecting. They shared some very sobering stats about the rise of CSAM (child sexual abuse material), and how unregulated generative AI is making the availability of content even worse. They both believe the tech sector has a large role to play in containing this issues, and until then, their best advice was to keep your kids off the internet.

But it’s not all bleak for our kiddos – I ended the day listening a panel about role modelling positive masculinity with Courtney Act and Murray Cook (aka the OG Red Wiggle). One of the panel guests was Matt Brown, a barber who was using his haircuts as therapy sessions for men who would otherwise never receive counselling, and begin the healing process to end the cycle of domestic violence.