In March, the city of Austin, Texas becomes a ticking clock, with more than 300,000 delegates who seek to learn about the latest in technology, creativity, cinema, games, music and business. South by southwest (SXSW) featured 24 tracks with a look to 2050. We were there and shared 10 essential trends.
Artificial intelligence is already there and it is the engine of everything. The theme ran through nearly every SXSW conversation and everyone agrees that we are in the early stage of its development. The new generation of artificial intelligence will no longer be powered by Wikipedia, Reddit and the Internet but through our devices: smart watches, virtual assistants like Alexa or smart glasses like Vision Pro. And the new models of generative artificial intelligence will not need a request written for us to create; In just two years we will be able to brainstorm with her.
AI is still imperfect and reproduces biases, and a law that defends our biometric rights (data relating to our physical characteristics such as fingerprints, iris, voice, among others) is essential. No one is immune to the damage that artificial intelligence can cause to our privacy and freedom. Joy Buolamwini, of the MIT Media Lab, explained this by denouncing the flaws in facial recognition systems that lead to false arrests and discrimination. Experts recommend that governments and institutions actively participate in this moment of transition.
We are witnessing a technological super cycle in which AI, biotechnology and the Internet of Things are converging, said futurist Amy Webb. The new generation of computers will be able to read our intentions: they will be designed to read our students and understand how we feel and react to things.
Social networks as we knew them are dead. The most successful brands are those that can recognize communities, niches and curators and catalyze cultural narratives. Brands and creative businesses must adapt to new ways of connecting with their audiences if they want to get on their radar.
The future of marketing lies in micro and nano creators. This was stated by the new CPO of Linktree, the tool that adds links to our social profiles. Our attention span is down to a third of what it was 20 years ago. With 10,000 messages bombarding us a day, the way brands reach people is through word of mouth and creators. Commercial phenomena such as that of Stanley thermoses, whose profits went from 70 to 750 million in just 4 years, are proof of this.
Trends in entertainment. It’s been the year of the women: Taylor Swift’s The Eras Tour is expected to reach a record $2 billion in grosses, while Greta Gerwig’s Barbie movie was WB’s most successful film, with $1.44 billion. dollars. TikTok and YouTube reels are the way to discover new artists in the Alpha and Z generations: 70% of those born in the 2010s know their artists through platforms and video games.
game. The $300 billion industry is experiencing consolidation and mergers, with platforms expanding. Its main titles become series and films, such as Pokemon or Super Mario. Gamers don’t want to play alone: multiplayer proposals and those that offer offline activities lead.
The future of food is linked to technology more than we think. From using artificial intelligence to create new flavors and ingredients to a new healthier eating plan. The new consumers define themselves as flexitarians, they consume everything and seek freshness, closeness and accessibility.
The first gene editing treatment is here. For years we have been working on new treatments based on the possibility of modifying or changing pieces of DNA. In the final weeks of 2023, Vertex became the first treatment to gain regulatory approval in both the UK and US for its ability to treat sickle cell anemia, a life-threatening condition.
New energy to take care of the planet. From developing super-efficient solar cells to cool and heat buildings, reducing emissions, to improving geothermal systems to release more heat and produce clean energy. Scientific creativity is put at the service of the objective of the 2030 agenda. Will we get there?
Bonus track. Argentina participated in the prestigious SXSW Innovation Awards. Scrolling Therapy, the application developed by Dentsu Creative for Eurofarma which helps Parkinson’s patients with facial therapy, was a finalist in the Social Media category.
Source: Clarin
