Hi {{first_name|there}},

Missed day 3? Here’s what you need to know—AI agents are getting strategic, ABBA’s Björn is still asking the big questions, and Disney says your TikTok copy-paste strategy won’t cut it. Plus, why Fospha might be your missing link in turning social buzz into revenue.

Let’s get into it.

🧠 Day 3 Download

🤖 AI Agents: The Marketer’s New Best Friend?

We’ve heard about AI agents as the future—but they’re already here, quietly becoming essential to the marketing playbook.

Picsart CEO Hovhannes Avoyan cut through the hype to show how these tools are shifting from task execution to true strategic partnership.

“AI is being adopted faster than the internet or PCs,”

Avoyan noted, citing that 78% of SMBs are already using AI tools in their marketing.

Whether it’s personalized content creation, campaign ideation, or even A/B testing at scale, Avoyan painted a future where marketers are augmented by agents that learn, adapt, and iterate with you.

He also tackled the elephant in the room: creativity. Can machines really help create? His view? Yes—but only when humans remain in control.

“Creativity is still driven by humans. AI assists, but doesn’t replace,”

🎤 The Future of Entertainment — With Björn Ulvaeus

At 79, Björn Ulvaeus is still more curious than ever.

In a reflective and candid conversation with The Guardian’s Laura Barton, the ABBA co-founder explored what it means to be an artist in a digital-first world—and how legacy, technology, and authenticity intersect.

Björn spoke openly about the existential shift artists face in a world where music can be endlessly replicated and remixed. “When the music becomes the artist, then that’s a dilemma,” he noted. “There’s no center, no core.

The conversation touched on Voyage, ABBA’s groundbreaking digital show featuring avatars of the group, and why the team felt it had to be “authentic”—not just technically, but emotionally.

“We didn’t want people to come and say, ‘Oh, this is a good digital show.’ We wanted them to feel ABBA.”

He expressed admiration for younger artists embracing AI and immersive technology, but with a note of caution. “There’s a risk of creativity being diluted,” he said, referencing the ease with which AI can now generate melodies or lyrics.

But perhaps the most resonant message came when he considered what it means to “future-proof” creativity:

“It’s about staying curious. Curiosity is the antidote to aging.”

Whether it's touring as digital avatars or grappling with the metaphysics of presence, Ulvaeus reminded the audience that the future of entertainment isn’t only about innovation—it’s about intention.

🔥 Building Brand Love with Localized Social Storytelling

Speakers:

  • Melissa Chapman, CEO, Jungle Creations

  • Lucy Amos, Head of Social Media & Influencers/Creators (UK & EMEA), Disney

In an era where content fatigue is real, two of the industry's most influential voices in digital storytelling shared their playbook for creating localized social magic that resonates—and converts.

🧠 Local is emotional.
As Lucy Amos put it, “What works in one market might completely flop in another.” For Disney, achieving cultural fluency is about going beyond translation—it's about capturing the “emotional cues” that matter most to audiences in specific regions.

🎥 Creative partnerships matter.
Melissa Chapman emphasized that working with local creators—who live and breathe the culture—is how Jungle Creations ensures content feels native, not intrusive. Authenticity is the backbone of performance.

📊 Global consistency ≠ copy-paste.
Disney's global branding may be consistent, but Lucy highlighted that social media must “feel personal, immediate, and connected to what’s going on locally.” Whether it’s a movie release or a TikTok trend, speed + relevance = love.

🤝 Collaborate internally, not just externally.
Melissa stressed the importance of internal comms: “Our commercial teams sit with the social teams.” That kind of cross-functional collaboration ensures that brand and campaign strategy align with social reality.

📈 Social is the growth engine.
For both speakers, social is a strategic growth channel. Whether it’s launching new products or nurturing brand trust, success lies in meeting the audience where they are—and speaking their language.

“If you’re not listening to what your audience is saying, you’re not telling the right story.”

Lucy Amos

💡 The tricky part? Connecting what’s working at the top of the funnel—on platforms like TikTok, Snap, and Instagram—with what actually drives revenue. That’s where most marketers get stuck.

Fospha helps brands finally close that gap, giving you the clarity to link creative, spend, and performance across your social ecosystem.

💬 On the ground and want to connect?

The ClickZ team is at SXSW London, speaking with brands about AI, measurement, and content performance. We’re collecting insights for post-event coverage — and we’d like yours in it.

👀 What the Team’s Sharing

A few live takeaways the team shared on LinkedIn during the event — straight from the floor.

🌟 What's Coming Up Today at SXSW London

🏁 F1: Hitting the Accelerator
11:30 – 11:55 AM | Truman Brewery – SXSW London Stage
Formula 1 has gone from sport to spectacle—now influencing fashion, tech, and pop culture. Williams Racing’s James Vowles joins VMG’s Jillian Wolf to unpack how Drive to Survive reignited global fandom and what’s powering F1’s next cultural lap.

🧱 Lights Out with F1 and the LEGO Group
2:00 – 2:40 PM | Truman Brewery – SXSW London Stage
From the track to the toy box, LEGO’s Julia Goldin reveals how immersive collaboration—not just brand licensing—can win over audiences of all ages. Get an inside look at what happens when high-speed storytelling meets creative play.

🌐 Building Trust in the Age of Information Overload
4:30 – 5:00 PM | Truman Brewery – SXSW London Stage
How do we navigate truth in a sea of content? Wikipedia’s Jimmy Wales and The Sunday Times’ James Armitage tackle misinformation, deepfakes, and the algorithmic crisis eroding public trust—and why information integrity still matters.

Also, Venture Spotlight finals are at 3 pm on the London Stage at Truman Brewery

Ready, Set, Go!

To collect your physical pass, please follow the steps below:

1. Download Your QR Code
Once you log in to the event app, you will see your QR code in the top right-hand corner of the screen.
You’ll need this QR code — either in the app or as a screenshot — to collect your pass.

2. Bring the Required Items to Registration
To collect your pass, you must bring:

  • A valid photo ID (must match the name on your registration)

  • Your QR code (printed, in the app, or as a screenshot)

3. Collect Your Pass at Registration
Visit the registration office to pick up your badge and wristband.
Location: Shoreditch Studios
Address: 37 Bateman's Row, EC2A 3HH
Opening Hours: Monday to Thursday: 9:00 AM – 10:00 PM

📍 Venue: SXSW London takes place across 30+ East London venues. See the maps.

📲 Download the App
Check the latest schedule, bookmark your sessions, and access venue maps. (Available via the App Store & Google Play – search “SXSW London”)

Enjoy Day 4 and stay tuned for more insights!

The Unofficially SXSW Team

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