SXSW 2025: 10 Themes Shaping the Future

Technology, entertainment, and culture are blurring faster than ever. From loyalty points as an asset class to AI-driven biology, the future is being rewritten in real-time.

Here are 10 themes that emerged from this year’s festival and the key takeaways for brands:

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1. Loyalty is the New Gold Rush

Loyalty programs aren’t just about free flights anymore, they’re a multi-billion-dollar asset class. As Brian Kelly (The Points Guy) put it, “Loyalty is now an asset class for airlines. Without their programs, many would not have survived the pandemic.” If you know how to play the game, the rewards are massive. If you don’t, you’re leaving money on the table.

🔥 Hot take: Credit card points are the new crypto— complicated, high-stakes, and wildly rewarding for those who crack the code.

💡 What does this mean for brands?

Loyalty isn’t just a perk, it’s power. Brands that gamify rewards, build smart partnerships, and embed loyalty into everyday life will create deeper customer connections and long-term value. The rest? They risk being left behind in a new economy where engagement is currency.

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2. Sports Leagues Are Being Challenged by Creator-Oriented Startups

The era of legacy sports leagues having exclusive audiences is fading. Whether it’s TikTok-fueled football or robot combat, technology is giving rise to new, hyper-niche leagues that meet fans where they are.

🏆 Example: The National Havoc Robot League is bringing pro-level strategy and SpaceX-grade materials into battle bots. Meanwhile, Overtime is redefining high school sports, streaming games straight to a Gen Z audience that’s tuning in on their phones, not in stadiums.

💡 What does this mean for brands?

Traditional sponsorship models won’t cut it. The future of sports marketing lies in digital-first, community-driven ecosystems. Brands need to think like creators, leaning into real-time engagement, direct-to-fan experiences, and partnerships that align with emerging fandoms.

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3. AI + Biology = A Future That Feels Like Sci-Fi

Amy Webb’s Emerging Tech Report blew our mind. The fusion of AI, biology, and materials science is rewriting what’s possible.

 🚀 Wildest takeaways:

Organoid Intelligence (OI) is using brain organoids for computing. Yes, literal brain tissue running algorithms.

AI-powered sensors will shift from observers to controllers, altering our environment without us having to lift a finger.

Metamaterials (engineered materials that defy physics) will lead to things like bricks that filter air like lungs.

This isn’t some Black Mirror episode. This is happening now.

💡 What does this mean for brands?

‍Forget disruption, this is reinvention. AI-driven environments and bioengineered materials are rewriting the playbook. Brands that integrate these breakthroughs into their products, services, and customer experiences will define the next era of innovation.
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4. The Creator Economy is Getting More Selective

Gen Z sees influencing as a career path (67% say they respect influencers, 57% would do it if they could). But brands are realizing that forced influencer campaigns aren’t cutting it. Authenticity is everything.

✅ What’s working: Southwest Airlines built an influencer network tailored to passions (food, sports, music, etc.), while Crocs let superfans do the talking, turning #Crocnation into a global movement.

🚫 What’s not: Jumping on every pop culture moment and looking like every other brand on social media.

💡What does this mean for brands?

Mass influencer campaigns are out, curated communities are in. The brands that thrive will be the ones that listen, collaborate, and let passionate fans take the lead.

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5. Luxury Brands Are Betting on Web3

For most brands, Web3 is still a confusing mess. But for some in high-end luxury, it’s a playground.

💎 Case in point: Louis Vuitton’s VIA program—an ultra-exclusive, Web3-driven experience for just 200 clients worldwide. “We’ve been selling physical goods for 300 years, but now we’re creating a new value chain,” said Gordon Djogasevic of Louis Vuitton.

💡 What does this mean for brands?

Web3 isn’t about mass adoption, it’s about exclusivity. Luxury brands that use digital innovation to deepen relationships will redefine status and community.

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6. The FIFA World Cup Will Be a Global Brand Jackpot

For 39 days in 2026, the world will be watching the U.S. The World Cup is a giant infomercial for host cities, and brands that activate creatively will win big.

⚽ Key insight: Adidas is turning NYC and NJ into a football (soccer) scavenger hunt, creating experiences that go beyond the stadiums. After all, “The World Cup is a celebration of neighborhoods,” said Lauren Nathan-LaRusso from the NYC/NJ Host Committee.

💡 What does this mean for brands?

‍With viewership more than 13x the Superbowl the World Cup isn’t just another sporting event, it’s a cultural moment. Brands that create immersive, citywide activations will build relevance that lasts beyond the final whistle.

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7. Gaming is More Than Just Play. It’s Culture

Gaming is now a lifestyle, and entertainment crossovers are the norm.

🪖 Call of Duty’s approach:

Partnerships must feel authentic. “It can’t just be a licensing deal,” said Tyler Bahl of Activision.

More people watch games than play them, which means brands need to think beyond just gamers.

"Newstalgia" is real—reviving legacy IPs (like Terminator) keeps brands relevant to multiple generations.‍

💡 What does this mean for brands?

Gaming is the new pop culture. Brands that treat it like a passive sponsorship opportunity will miss out. The real wins come from deep, culturally embedded collaborations.

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8. Sports Tech is Creating New Realities

From biometric tracking to immersive AR, technology is reshaping sports performance and fan engagement.

🚴 Zwift CMO, Steve Beckett: “We have to move from ‘lean forward’ products, where users figure things out, to ‘lean back’ experiences that feel magical.”

💡 What does this mean for brands?

‍The best tech disappears into the experience. The future of sports innovation is seamless, immersive, and intuitive brands that nail this will set the new standard.

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9. Esports Continues to Fuel Fandom

Esports has gone beyond a niche, it’s a global force influencing how the next generation engages with sports. “More and more young people—Gen Z and Gen Alpha—are getting introduced to sports through video games,” said Monica Dinsmore of EA. “That’s really interesting if you’re the NFL or NBA trying to nurture the next generation of fans.”

🎮 Key takeaways:‍

Esports is driving double-digit growth—EA built its programs around community and has been rewarded with sustained engagement.

Live esports events are physical celebrations of digital fandoms—Sapporo, Japan, saw one of EA’s biggest esports crowds ever, with 34,000 tickets sold.

The “couch to champion” model is the future—anyone can enter, anyone can win.
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💡 What does this mean for brands?

Despite a cold winter, esports is still a major frontier for fan engagement. Brands that create interactive, gaming-first experiences will connect with audiences where they’re already spending time—whether that’s watching, playing, or competing.

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10. AI is About to Kill Traditional UX

John Maeda’s Design in Tech Report signaled a shift from User Experience (UX) to Agent Experience (AX)—AI-powered systems that proactively help users reach their goals.

🔮 The future of interfaces:‍

AI will teleport users to their desired outcome, eliminating unnecessary clicks.

Chatbots are so 2024. The future is AI-powered agents embedded into workflows.

AI models won’t just read and generate, they’ll take action.
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💡 What does this mean for brands?

UX is evolving from obstacle courses to express lanes. Brands that embed AI-powered agents into their workflows will deliver frictionless, hyper-personalized experiences, turning clicks into seamless, intuitive actions.

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In Summary: The Decisions Being Made Now Will Shape The Next Decade

SXSW 2025 reinforced one thing: the future is being built in real time. The leaders shaping tomorrow aren’t waiting for certainty, they’re embracing discomfort, experimentation, and the rapid evolution of technology and culture.

For brands, the message is clear: stay authentic, stay agile, and don’t just follow trends—help create them.

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If you'd like to understand what these shifts mean for your brand, get in touch.