SXSW 2024

Browse these top sessions selected by public media colleagues who attended SXSW 2024.

Anaïs Cayo: Director, Content Marketing & Production, PBS Multiplatform Marketing

Diversity, AI and the Future of Hollywood: Great conversation between media cartographer Evan Shapiro as well as Kamala Avila-Salmon from Lionsgate. Unique perspectives around the guilds’ negotiations around AI, affirmative action in the news, and the deprioritization of DEI in corporate entertainment. How is it all connected, and how can we be hopeful for change? Great to hear perspectives from the private sector here.
Global Impact, Personal Touch: Unveiling the Power of Purpose-Driven Marketing. This talk really focused around the overused term “authenticity” and what that truly means for marketing campaigns in today’s world. Authenticity as a brand is yes, listening to the community, but also being sincere about what you stand for as a brand. The job of the marketer is to be a master collaborator, said Comcast’s CCO. Storytelling in marketing is still so important in today’s world of performance marketing. Humans “still remember stories and micromoments.” That’s what’s going to cut through the clutter in today’s oversaturated market.
AI and Journalism: The Massive Consequences When Truth is AI. Great panelists here, from CNN and WAPO photo team. I appreciated hearing first hand what these panelists’ predictions were for the future of AI and journalism. For example, more fake audio coming out, or folks assuming that real footage is actually fake AI generated. I also enjoyed the panel discussion about Big Media’s role around general AI education for the public, and what they’re doing for training internally in their newsrooms.
Beyond Generative AI: Multimodal Narrative Experiences. This was a stretch session for me, as I previously had no idea what multimodal AI was. By the end of the session, not only did I understand the concept, I was also incredibly impressed by the panelists’ excitement of what could be possible in the next few years, if we have the infrastructure and energy to power this type of AI. It’s got me down a rabbit hole to learn more!

Mikey Centrella: Director of Product, PBS Digital Innovation Team

Designing Successful AI Products and Services from John Zimmerman and Nur Yildirim- at Carnegie Mellon University: Working with GenAI is like consulting an island full of drunk people - over confident in the decision despite not being an expert, without having access to the most up to date info or understanding of all aspects and complexities.
The Five Steps to Immersive Engagement, Sarah Dileo, Nick Hubbard from Gensler: They (Gensler Research Institute) did 2 years of research in Immersive Design that was grant funded, wanted to know what features drive engagement and inclusivity, interviewing creators and users. In short, it is about how to frame immersion so that users become participants. Not an installation with features and attributes or flashy things, but by how it makes people feel, how it induces reaction, how it invites them to be a participant, how they see themselves in it, what they take away, what they can share. Create: Connection (Invitation): Demonstrate accessibility and inclusivity.
AI News That’s Fit to Print, Zach Seward from The New York Times: This session provided really practical examples of how AI can be used in the newsroom for investigative journalism. And shared how AI also has a place in the chain of news gathering, production, and distribution. So long as we use principles of journalism: truth and transparency. The takeaway is that AI can be in the newsroom with human oversight: humans first and humans last.
Beyond Code: The Legal and Regulatory Matrix of AI from Janel Thamkul - Anthropic: When it comes to our Liability who is responsible for harmful outputs, when AI generates harmful, illegal or misleading content. If AI is used as a tool that somehow creates deception, manipulation or spreading misinformation. Who is accountable? How do AI companies, governments or truth keepers prevent malicious use? Finally shouldn’t we as a trusted institution disclose and be able to explain with transparency on how AI was used? What it did and what we found?

Chad Davis: Chief Innovation Officer, Nebraska Public Media

Chad's SXSW Interactive 2024 playlist: 100+ sessions of potential interest

Katie Garrett: Associate Director of Media Services, Utah Education Network

"Hot or Not" - A Virtual Production Roundtable - Not only was this an entertaining panel format, but it gave a look inside what AI and virtual production tools are used within the film industry.
How to Practice Inclusive Motion Design - Packed full of actionable practices to ensure we proactively represent the communities we serve in action.

David Huppert: Director, Media Innovation Lab, PBS North Carolina

VR experience: “Letters from Drancy” A profoundly moving VR experience that blends historical narrative with innovative approaches to documentary filmmaking. Pushes the empathy dial to 11, bringing you into the heart and mind of the storyteller.
AI and Humanity’s Co-evolution with OpenAI’s Head of ChatGPT Peter Deng. Interviewed by: Josh Constine, consumer VC at SignalFire and former TechCrunch editor. All the hype quotes will point to Peter for his grounded and thoughtful approach to AI, but the real star was the interviewer! Josh put on masterclass in how to prep and facilitate an interview with a newsmaker whose work is widely covered.
Vergecast live Podcast recording. Episode re: handicapping all the video streaming services. Takeaway: David Pierce (co-host) could not figure out how to transfer his PBS Passport account from KQED to WETA. I offered to help; he said he’s got it. Will follow up!
Accessibility at Apple with Sarah Herrlinger. Front row seat to learn how Apple thinks about accessibility at every stage of hardware and software development.

Melissa Thibault, PBS North Carolina:

“How Disruptive Philanthropy is Reshaping the World of Giving” featured a panel of forward-thinking philanthropies providing strategies for dealing with capacity constraints, communicating impact, and landing funding that’s less transactional and more transformative.
“Mapping a Purposeful Career-Connected Learning Ecosystem” workshop featured presentations by three inclusive model programs supported by Catalyze which connects learning to careers by offering experiential learning, storytelling and grant opportunities. Check out their 2023 Impact Report for more information.
“Professional Learning and Justice Seeking in Our Classrooms” provided a variety of tools and strategies; from the Academic Wheel of Privilege to GLEAM, this session addressed understanding and connecting with diverse learners and building an inclusive classroom where all students know they belong.
“The Power of Inclusive Stories in Climate Change Solutions” was a brief-but-powerful talk by Matt Scott from Project Drawdown about the importance of stories, representation, and voice.

If you want to get a good feel for the EDU event, note that there are playlists of the keynotes and featured sessions from SXSW EDU 2024 available on the SXSW Edu YouTube Channel

I particularly enjoyed science comedian Sarah Rose Siskind on the importance of humor as a means of communicating complex ideas.