Been there, done it and will be back for sure! A recap of my first SXSW experience

“You don’t know what you are getting into until you have actually done it!" That was the most common answer I heard when I asked what to expect about attending SXSW in Austin, Texas. Initially established and known as Music and Film Festival, it is now one of the biggest interactive conferences that present the opportunity to take a glimpse in the future (and the potential) of digital products and services. My first SXSW experience was certainly eye opening and something that is hard to describe to someone who hasn't experienced it first hand.

Leading companies and experts from the Industry give insights in their latest projects and achievements and how it (might) impact the future of the way we live, work and interact. Hundreds of sessions take place in the 5 days, targeted to various audiences, spread over the CBD with some of them are hidden but are the true gems. Heading from one venue to the next certainly made my FitBit happy as well as my taste buds as the best Brisket places have been along the way too and what would be a true Texas experience without 'moist and lean' (which turned into the buzz word for my entire trip) meat?

What I can tell for sure is that attending SXSW requires a whole lot of pre-planning as the workshops (which I would consider most relevant and not replaceable by watching sessions on YouTube) are booked fast. Furthermore, after parties is the place to be! As much as we all love technology and the power of digital innovations, human interaction can’t be replaced by anything and connecting face to face means expanding the circle of knowledge, contacts and an introduction to another world.

For me, it certainly was a unique experience in terms of realising how ‘normal’ it has become to have a digital/online life and by the looks of it, it is only the beginning of a new era of the way we live. In a nutshell, for me the following 3 areas have probably been the most important ones from the sessions and the convention at SXSW 2016 that will have a life changing impact for companies and the high in demand talent of tomorrow:

Artificial Intelligence

When this word came up years ago, it was more something that I associated with sci-fi rather than an area companies would investing millions in and whilst connected cars, robots and search engines are only in baby shoes, they have already reached a level of maturity which most of us are not even aware of. Military, especially in the US have been using AI for a few years now and with the self driving Google car, more and more interactive robots and devices will soon become part of our everyday life.

Big Data

Big Data has been the buzzword for a while now and companies are realising more and more the power when using it properly to improve customer experience with the brand/product or service. It is no longer just a tool online marketers use to improve the customer journey and conversion rate but with more and more industries especially the healthcare industry realising the potential of not only increasing revenue but actually reducing costs, we are only scratching the surface. Think of all the wearable devices that track every movement (or lack of it) and inform us about our current health status. Considering 5% of patients are causing 80% of the healthcare costs, it makes sense to invest further in this area that has the potential to improve the country's financial and medical health. A large number of sessions were dedicated to introducing innovations for new trackers which are connected with home systems and other devices so we are able to constantly track everything we do (or don't) and make it even more convenient and easy for us to use.

Virtual Reality

Whilst still in fairly early stages, there is no doubt that VR becomes part of our new reality and companies are creating more content for engaging in a new, relevant and compelling way with customers. It will change the way how we shop, interact and live. Special headsets, glasses and interactive tours and rides were big part of the convention and not only did I go onto a virtual tour through apartments and planned my ideal interior design but I also went on a roller coaster ride that felt so real but only involved a special set of headsets, glasses and a moveable chair. These are just 2 examples but it shows the potential and the wide range of areas where VR will be used in near future.

When is it too much?

Whilst seeing and experiencing all the latest digital trends and technologies was exciting, I also attended a ‘digital detox’ workshop. It was run by two former ‘addicts’ who are now using technology in a considerate way that still gives them all the advantages but are more conscious about it.

It was certainly a big eye opener to realise how much technology I use personally - for private and work purposes every day. I think it is important to have dedicated technology free time regularly and live in the now, enjoy the simple things that don’t require any devices or screens and have quality time with people.

This brings me to my last key take out - probably the biggest highlight for me overall and something that has nothing to do with digital: the realisation that the core of everything is the people who create it, work together on developing something new and exciting and benefits us and our kids, gives joy and convenience to our lives.