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.

Another incredible day at SXSW! Day 5 delivered standout moments, exclusive insights, and powerful conversations. From Wayfair Professional’s AI-powered innovation to Fospha’s game-changing TikTok strategies, here’s everything you need to know:

🎯 Spotlight Interview: Wayfair Professional’s AI-Powered Strategy

We sat down with Kevin Welton, GM of Commercial Office at Wayfair Professional, to discuss how Wayfair is using AI to drive customer engagement and improve the shopping experience:

“Our biggest value prop is being a one-stop shop. We can provide everything from furniture to lighting and decor – all while helping our customers stay on budget. Our new AI tool, Muse, helps customers visualize spaces and links directly to Wayfair products, making it easier to create the perfect setup.” – Kevin Welton, Wayfair Professional

👉 AI in Action: Wayfair’s Muse tool allows customers to type in a room setting or business need and receive personalized recommendations, complete with purchase links. This streamlines the customer journey and helps clients make confident buying decisions.

AI and eCommerce: How Wayfair is Leveraging AI for Smarter Sales

AI isn’t just about automation – it’s about enhancing the customer experience. Kevin Welton highlighted how Wayfair Professional is using AI to transform its e-commerce strategy:

  • Customer Inspiration: Muse delivers curated product recommendations and room setups based on user input.

  • Enhanced Search: AI tools help customers get answers quickly – from product dimensions to style recommendations.

  • Increased Confidence: AI-driven product recommendations increase buyer confidence and reduce return rates.

“Customers often know they need to outfit a space, but they don’t know where to start. Our AI tool makes it easy for them to visualize and execute their vision.” – Kevin Welton

🌊 Fospha x TikTok Masterclass: Ride the Viral Wave

Fospha’s sold-out masterclass with TikTok was a standout moment of SXSW so far! Here’s what you missed:

  • Full-Funnel Strategy Wins: Fospha revealed why top-performing brands dedicate over 20% of their TikTok budget to awareness and consideration.

  • Halo Effect on Amazon Sales: Fospha’s research showed that TikTok ads deliver an 80% boost in ROI when factoring in off-site sales on Amazon.

  • Creative Best Practices: Successful brands are creating platform-native content that engages audiences organically – no recycled Instagram ads here!

  • AI and Automation: TikTok’s Smart+ campaigns are allowing brands to automate and scale efficiently without sacrificing creative control.

“The brands that are winning on TikTok are the ones investing in mid and upper funnel tactics – and seeing strong returns on both TikTok and Amazon as a result.” – Jamie Bolton, VP of Growth, Fospha

  • Actionable Insights: Clear advice for immediate results.

  • Data-Driven Strategies: Learn from real-world examples.

  • Benchmarks for Success: Understand your industry standing and move forward with confidence.

🌍 Spotlight on Bluesky's CEO on the Future of Social Media

Jay Graber, CEO of Bluesky, delivered a compelling keynote on the future of social media and the role of decentralized networks. Graber argued that private platforms have stifled innovation and competition by locking users into closed ecosystems.

🗓️ Where to Find Us – Unofficially SXSW’s Schedule
Here’s what’s on our agenda—come find us at these key sessions:
  • Film Premiere: "Idiotka": Directed by Nastasya Popov and starring Camila Mendes and Anna Baryshnikov, this action drama debuts at SXSW. ​

  • Epidemic Sound Party: An evening event from 8:00 PM to 11:00 PM CT at ZACH Theatre, presented by Epidemic Sound. ​

  • Austin Industry Day: From 9:00 AM to 4:00 PM at the Austin Convention Center, this event offers a chance to explore the SXSW Expo, featuring a diverse range of exhibitors. ​

Follow us on Instagram and TikTok for more live updates.

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.

Proudly Sponsored by Fospha: Powering smarter budget decisions with full-funnel marketing measurement and forecasting for the post-iOS 14 era.

[Not affiliated with SXSW Events]

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