This years SXSW saw different digital tribes converging [Video]

Having digested his experiences at last month’s SXSW, Propeller Group’s Ben Titchmarsh says that this year’s festival may be the start of a new digital convergence.

There are few places richer in sources of inspiration than SXSW.

But, equally, the experience can be so discombobulating that it takes time to reset your mental compass. Now the dust has settled from my time in Texas, here’s my take on why the world of digital marketing, technology and media felt like it was at a crossroads at SXSW 2024.

This ain’t Texas (woo), ain’t no hold ‘em (hey)

After Beyoncé’s new Cowboy Carter album launched last weekend, it feels apt to consider where SXSW’s attendees were placing their bets this year. In short, everyone in Austin was clearly betting on two trends to deliver the jackpot: augmented reality (AR) and artificial intelligence (AI).

It’s been less than 18 months since ChatGPT’s launch, yet there’s no doubt that AI is where the …

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