Every year, SXSW is a convergence of ideas, trends and a lens from which to view and react to the state of the world. This year was no different, with prevailing themes centered around an evolving marketing landscape due to AI and a collective yearning for positivity, connection and purpose–both for brands and their audiences. Below we’ve curated the top takeaways our team took home from SXSW.
Gen AI: Your Creative Sidekick
Your imagination is your most powerful tool—especially when paired with gen AI. In the well-known children’s book Harold and the Purple Crayon, a boy brings entire worlds to life with a single stroke of his crayon. Like Harold, you can shape possibilities, challenge assumptions, and explore new creative frontiers. But true innovation requires more than just prompting AI; it demands lateral thinking, embracing constraints, and shifting perspectives. By daisy-chaining tools, questioning biases, and engaging in improvisational problem-solving, you can turn gen AI from a predictable assistant into a powerful creative collaborator. The key? Knowing when to step beyond the algorithm and draw new paths where none existed before.
Misinformation is a Monumental Challenge Now, and in the Future
In today’s digital landscape, reaching the right person at the right place and time is crucial—but the rise of misinformation poses significant challenges to brands and consumers alike. In fact, the World Economic Forum ranks misinformation as the single greatest threat to countries and individuals in the world right now. Growing political and societal differences, an increasing reliance on artificial intelligence and concerns about media literacy are all driving the misinformation tidal wave, and there’s no end in sight. Marketing and communications practitioners should be hyperaware of where they place paid or owned media and assess the likelihood that misinformation will surround—or worse, attach itself to—their brand messaging. If they judge incorrectly, they risk losing consumers’ trust—and ultimately, their business.
Podcasts
Podcasts have long been a staple in the media landscape, and their influence continues to grow as they have been growing faster than any other ad-supported medium. The top 10 podcasts capture 35% of the listenership, despite the existence of 600,000 new podcasts released weekly. However, only 0.1% of podcasts are profitable. The median age of podcast listeners is 34, making them a valuable demographic as they are younger, spend more, and are swing voters. Podcasts are also seen as a talent magnet, attracting notable figures like Steven Bartlett with his “Diary of a CEO” podcast. By 2026, Reddit is expected to become a new arbiter of successful podcasts.
Using Neuroscience to Design Brands We Love
By leveraging neuroscience, brands can uncover the emotional connections that drive consumer decisions. The brain naturally seeks simplicity, visual clarity, and seamless experiences. When combined with powerful storytelling, these insights can reshape perceptions and influence outcomes. Cultural context also plays a crucial role, with factors like gender roles, generational behaviors, and local customs shaping engagement. To resonate with diverse audiences, brands must balance personalization with cultural sensitivity. Ultimately, successful brands are built through intentional, empathetic design that aligns with how people think, feel, and behave.
Harness Emotional Connections
In today’s world with the emergence of AI consumers are itching for emotional connection. Conan O’Brien highlighted that reaching as many people as possible used to be the goal, but today it’s about reaching the people who are passionate about your brand or have an adjacent passion. Effective storytelling involves listening with an open heart, showing struggle and triumph, and fostering imagination. Brands can mobilize people to create positive change by telling human-centered stories. People want to feel something, and if a brand can deliver on a feeling consumers relate to, they are likely to succeed.
SXSW 2025 was brimming with little nuggets of wisdom for all, from capitalizing on the power of human centric stories to navigating the complexities of AI integration. As marketers, the wealth of insights gathered at SXSW 2025 will continue to serve as our guiding compass to bring innovation to the brands we serve. By sharing our experiences and learnings, we not only elevate our collective understanding but also fortify our collaboration to build stronger strategies that move the needle and forge momentum.
In search of a partner who can help you navigate connection through the trends? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.