SXSW Interactive 2017 Trend Recap
This past week, over 30,000 digitally centric professionals, including myself and Ian Beacraft, descended on Austin, Texas for SXSW Interactive 2017. Our focus was to meet with key strategic partners, gauge emerging trends, monitor product launches and most importantly create content and POVs.
Content included a comprehensive text based trend recap download, live streaming from the trade show floor as well as a full video recap.
Over the years SXSW was an ideal event to gauge and project consumer centric tech trends. From Twitter empowering consumers in 2007, Foursquare focusing on location in 2009, social proximity with Highlight in 2012 and live streaming via Meerkat in 2015.
2017 focused on the rise of intelligent systems from a content perspective and immersive experiences bridged physical to digital.
Marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to impact consumer behavior in the future.
The technology featured at SXSWi 2017 aligns with my view of the coming intelligence revolution. This revolution will be built on new data types that will simplify complex tasks, predict need states and usher in new forms of computing that will radically alter how we connect with both consumers and intelligent proxies.
The attached event recap highlights trends across our framework of Connection, Cognition, Immersion & Convergence which is building towards enabling the acceleration of the Intelligence Revolution.
Connection – Trends that reimagine how we connect, enable and empower consumers.
- How conversational experiences are evolving and the impact that voice based experiences will have on the web
- How social proximity and personalization have been refined
- How interactive video is evolving
Cognition – Trends where machine-based intelligence will disrupt and redefine data assets and how we work.
- Understand the evolution of storytelling through AI and the importance of data design
- How emotive robotics will serve as a bridge between general assistants of today to the intelligent and more human systems of tomorrow
- Learn more about the friction between artificial intelligence and intelligence augmentation of humans
- Learn about the pending intelligence revolution and the role that the Proxy Web will play
Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce
- Understand the evolution of immersive and full sensory experiences. From new forms of user interfaces such as light to mixed reality and everything in-between
Here is the download for the SXSW 2017 Trend Recap and Full Recap Video.
Follow Tom Edwards @BlackFin360
Follow Ian Beacraft @Ianbcraft
In The News: Campaign Live SXSW 2017
I was recently asked by Campaign Live about my thoughts, reactions and takeaways from SXSW Interactive 2017.
My commentary focused on the shift towards programming vs. experiences at this years event.
Additional Context to the Article Commentary:
2017 may be the year that programming both from an official and 3rd party standpoint was the focal point vs experiences. In previous years you would see major brand installations from the sponsors featuring a mix of products and technology. A lot of traditional SXSW powerhouses such as AT&T, Samsung and Chevy were noticeably absent.
This year more experiences also featured content tracks. The feel was less amusement park and more like attending TED talks with live demonstrations thrown in. It was an odd feeling as the best word to describe SXSW Interactive this year was subdued.
SXSW used to be the ideal event to gauge and project consumer behavior-centric tech trends. We saw consumer empowerment and amplification with the launch of Twitter in 2007. We saw the rise of location based engagement with Foursquare in 2009. We saw the rise of live streaming service Meerkat in 2015, and a slew of other disruptive tech over the years. But marketing is quickly shifting from disruptive tech to acceleration through intelligent systems.
Now It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to fundamentally shift how we interact. This is where SXSW is at a cross-roads moving forward.
Follow Tom Edwards @BlackFin360
LIVE: SXSW Interactive 2017 Recap
Here is a video recap shot live from the floor of SXSW Interactive 2017 on day 1 on the opening of the tradeshow floor.
The video outlines emerging technology and trends tied to Connection, Cognition and Immersion and touches on key territories such as:
- Conversational Experiences
- Emotional Intelligence
- Artificial intelligence vs. Intelligence Augmentation
- Mixed Reality
- The rise of the Proxy Web
Follow Tom Edwards @BlackFin360
In The News: SXSW Hope vs Reality
I was recently asked by the Drum to write an op-ed about my hope vs reality heading into SXSW Interactive 2017.
As a digitally progressive marketer, focusing both on current solutions, while keeping a close watch on the future, I am at a crossroads when it comes to identifying the value I receive from SXSW.
Each year, I have high hopes for the event. I look forward to real discussions about key topics driving digital. I want to be inspired by compelling brand experiences that showcase the latest technology, which may be a precursor to new ways to connect, empower, entertain, or all of the above.
My hopes remain high, but I am afraid of the reality, given my experience as a SXSW attendee the past few years. Instead of deep meaningful discussions, the content, especially outside of keynotes, is either too simplified or so generic it lacks any lasting impact. The other issue is that panels are selected for their title, versus their substance, and more often than not, the content is more opinion-based, rather than truth or research based.
The reality has been painful at times. I used to think about SXSW as the ideal event to gauge and project consumer behavior-centric tech trends. We saw consumer empowerment and amplification with the launch of Twitter in 2007.
We saw the rise of location based engagement with Foursquare in 2009. We saw the rise of live streaming service Meerkat in 2015, and a slew of other disruptive tech over the years.
But marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to fundamentally shift how we interact.
You can read the rest of the article on the Drum here.
Follow Tom Edwards @BlackFin360