SXSW 2025 is here, and Unofficially SXSW is your go-to source for real-time updates, expert insights, and must-attend sessions. Whether you're in Austin or following remotely, we’ll bring you the biggest trends, exclusive interviews, and daily highlights straight from the event. Stay connected for live coverage—follow us on Instagram and TikTok.
Day 4 at SXSW delivered more groundbreaking insights as the ClickZ team attended some of the most thought-provoking sessions on AI, brand engagement, and the future of tech regulation. From Amazon's game-changing AI developments in media to L'Oréal and NBCUniversal's masterclass in cultural relevance, here’s what you need to know:
🎬 AI in Action: Unlocking New Possibilities in Media & Entertainment
Speaker: Gerard Medioni, Vice President & Distinguished Scientist, Prime Video & Amazon MGM Studios
Gerard Medioni took the stage to unveil how Amazon is using generative AI to reshape the media and entertainment industries — and the results are nothing short of revolutionary.
AI-Powered Storytelling: Amazon’s Nova models are transforming how content is created and consumed. A standout demo showed how Nova can analyze hundreds of hours of content to create cinematic-quality recaps in just a few hours — a task that would take weeks using traditional methods.
Enhanced Viewer Experiences: AI is powering real-time insights during live sports on Prime Video. During an NFL playoff game, AI predicted defensive plays, giving viewers a strategic edge.
Personalized Content with X-Ray: Amazon’s X-Ray feature is evolving. Now, viewers can not only access cast and scene information but also request full season recaps, delivered through AI-generated video summaries.
💡 Takeaway: AI is no longer just a creative tool — it’s a game-changer in media production and consumption. The ability to scale content creation while maintaining quality is unlocking new levels of engagement.
🌟 Game Change: The New Rules of Brand Engagement
Speakers: Han Wen (L'Oréal), Josh Feldman (NBCUniversal), Kristina Monllos (Digiday)
Han Wen and Josh Feldman shared how global brands like L'Oréal and NBCUniversal are mastering the art of cultural relevance — and the secret lies in earned engagement rather than paid ads.
From KPIs to Brand Love: L'Oréal’s shift from performance marketing to brand engagement has paid off. The CeraVe x SNL 50th anniversary campaign, featuring Sarah Sherman and Bowen Yang, was a viral hit — but the real success came from the authentic, humorous tone that resonated with audiences.
Beyond the Ad Spo: L'Oréal extended the impact by creating exclusive merch and behind-the-scenes content, ensuring the campaign lived beyond the SNL airing.
Leveraging Fandom: NBCUniversal integrated Maybelline into Love Island with an interactive "kissing booth" — blending product placement with immersive storytelling. A QR code on-screen led to a full Maybelline product page, seamlessly connecting content to commerce.
💡 Takeaway: The future of brand engagement isn’t about reaching audiences — it’s about becoming part of the cultural conversation. Authenticity, creativity, and strategic partnerships are key.
⚖️ AI and Power Concentration: Building Tech to Empower Us All
Speakers: Former OpenAI Employees, Big Tech Whistleblowers, AI Experts
This eye-opening session explored the dangerous concentration of AI power in the hands of a few major players — and the urgent need for regulation and transparency.
The Problem: A handful of companies control the development of foundational AI models, with little regulatory oversight. This creates risks for job displacement, surveillance, and economic instability.
AI Misalignment: AI systems often reflect corporate interests rather than human values. OpenAI’s internal alignment team warned that existing techniques are inadequate for managing future AGI (artificial general intelligence).
Regulation is Lacking: Unlike industries like pharmaceuticals and aviation, AI development remains largely unregulated. Whistleblowers highlighted the need for clear safety and accountability frameworks.
💡 Takeaway: The path forward requires both regulatory action and corporate responsibility. Transparency, safety protocols, and public accountability will determine whether AI empowers or destabilizes society.
🗓️ Where to Find Us – Unofficially SXSW’s Schedule
Here’s what’s on our agenda—come find us at these key sessions:
🎨 Interactive & XR Experience
Dates: March 7–15
Overview: Explore the latest in immersive technology, including virtual and augmented reality experiences.
Highlights:
XR Meets AI: From a Galaxy Far Far Away to Your Living Room: A panel discussing the convergence of XR and AI technologies.
VR Filmmaking Mentor Session: Featuring Jason Diamond of The Diamond Bros., this session offers insights into virtual reality filmmaking.
🗣️ Conference Sessions
Dates: March 7–15
Overview: Engage with industry leaders across various tracks, including technology, health, and culture.
Highlights:
Building an Artist: Crafting A Brand Through Visual Identity: A session on the importance of visual branding in the music industry.
Your Brand is a Joke: And That’s an Opportunity: A panel exploring how humor can be leveraged in brand strategy.
🔍 What’s Trending?
Stay tuned—this year’s event continues to shape up to be even bigger!
See you tomorrow,
The Unofficially SXSW Team
📢 Unofficially SXSW is an independent publication and is not affiliated with SXSW.
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