SXSW is Changing – And So is Touchdown PR’s Place in It
SXSW is a massive, chaotic, and exciting event that transforms downtown Austin every year. With panels, networking events, concerts, and more packed into nine days, it can be overwhelming – but also an incredible experience. This year, Touchdown PR took the opportunity to dive in, exploring the latest conversations shaping tech and media.
Even though our U.S. headquarters are right here in Austin, stepping into SXSW felt like entering a different world. The energy downtown was palpable – everywhere you looked, people were deep in conversation, hustling to the next big panel, or catching up over coffee between sessions. And sure, SXSW is known for its celebrity sightings (yes, we did spot Seth Rogen and the Love Is Blind cast), but the real action was in the conversations happening. But one topic overshadowed the rest: AI.
AI at SXSW: Real-World Impact and What’s Next
Saying AI dominated the conversation at SXSW 2025 would be doing it a serious disservice. It completely dominated all of the discussions. It’s clear that AI isn’t just a buzzword – it’s fundamentally changing how businesses operate. Conversations centered around how AI is transforming industries, from content creation and marketing to cybersecurity and healthcare.
Numerous sessions explored how AI is making us more productive, not replacing us. Across industries, companies are finding ways to work alongside AI – automating tedious tasks, surfacing insights faster, and freeing up time for more creative and strategic work.
One panelist even joked that, in the future, we might be able to ‘upload’ all the knowledge we’ve built over our careers into an AI model, which would then do our jobs for us – while we still get paid. (He was only half-kidding.) But the underlying message was clear: the future of work isn’t about humans being replaced. It’s about finding smarter ways to collaborate with AI.
The Future of Tech Communications: Why Earned Media Is More Important Than Ever
AI is transforming how people find and consume information, with tools like ChatGPT and Google’s AI-enhanced search surfacing quick summaries instead of directing users to full articles. While this shift is changing content discovery, one thing remains constant: the credibility and influence of earned media.
At SXSW, conversations around media and AI made one thing clear: trusted editorial voices are more important than ever. With so much AI-generated content flooding the internet, people are looking to established journalists and publications to cut through the noise. Companies that prioritize strong media relationships, secure meaningful coverage, and position their leaders as go-to industry voices will be the ones that stand out.
Tech Investments in Austin and Texas are On The Rise
One of the most compelling panels we caught was on “The Startup and VC Landscape of Texas.” The Texas VC landscape is experiencing a remarkable transformation, with Austin emerging as a key innovation hub. What stood out from this panel is that Texas has seen significant growth in venture capital, investing approximately $11.5 billion in 2023, with Austin capturing roughly 50-60% of the state’s total investment. The ecosystem has been bolstered by major tech companies like Tesla and SpaceX relocating to the area, creating a robust talent pool that attracts investors.
Notably, the region has seen 66 new corporate headquarters in the past five years, with companies like Meta, Google, and Oracle establishing major presences. Another key insight is that Texas has become the most popular state for business migration, offering a unique combination of software tech expertise and with the output of talent. The diversity of investment, from early-stage startups to hardware innovations, positions Texas – and particularly Austin – as a dynamic and important center for venture capital and technological innovation.
A Changing SXSW and Touchdown PR’s Future Role
SXSW delivered on its reputation as a hub for innovation, bringing together insightful panels, productive networking sessions, and engaging keynotes. As the festival wrapped up, the organizers announced the 2026 dates for March 12 – March 18, 2026. While the Austin Convention Center will be out of commission undergoing a major facelift over the next few years, the event is adopting a new format too, shortening the length by three days and shifting to more hotels throughout downtown. These upcoming changes have some participants worried, but SXSW has assured us that they are using this as an opportunity to innovate.
Overall, the event not only met, but exceeded our expectations. We are proud that this event happens in our city every year to bring the brightest minds in technology, media, film, and comedy. As SXSW continues to change, Touchdown PR will be right alongside it.
