A new trend report by SXSW London has identified eight themes reshaping business, from AI that collaborates rather than automates to space-based manufacturing becoming mainstream infrastructure. Olivia Palamountain reports

The SXSW London Trend Report, compiled from insights gathered during six days of talks and discussions at the first ever SXSW London, identifies eight defining themes for business leaders navigating rapid technological and social change.

More than 20,505 attendees from 85 countries participated in more than 500 talks, 600 music performances and 114 film screenings at the festival's first European edition. The event was so successful that it will return next summer to its new hub in east London, running from 1st-6th June.

The report echoes some of of the key subjects identified in Globetrender's coverage of the event, from a diversified space economy to the power of community.

The eight key trends identified are:

Agentic AI Will Transform Work - Moving beyond automation to true collaboration, with companies urged to treat AI as a digital teammate whilst building trust and ethical frameworks.

Space: The New Business Frontier - The space economy is rapidly integrating into mainstream sectors through orbit-based manufacturing and low-altitude urban air mobility, with businesses advised to treat space as part of their value chain.

Collective Individualism - The revival of belief that empowered individuals can drive meaningful collaborative change across business and society.

Community-driven Brands - Brand loyalty now depends on authenticity and participation, with successful companies actively supporting and co-creating with their audiences rather than chasing scale without substance.

Business with a Conscience - Values-led business proving both profitable and resilient amid geopolitical instability, with purpose built into operations rather than just storytelling.

The Healthcare Tech Revolution - Healthcare shifting from reactive care to proactive wellness through personalised treatments and biohacking tools, contingent on health systems and data ethics keeping pace.

Experience-led Marketing - Real-world, sensory experiences redefining brand connections as Gen Z craves meaningful shared moments over digital content alone.

Redefining Influence and Authority - Credibility shifting from polish to authenticity as younger audiences reject traditional gatekeepers in favour of trusted creators.

The trend report highlights artificial intelligence as the defining theme, with speakers emphasising the shift from AI as a replacement tool to a collaborative partner. Companies are being advised to focus on re-skilling teams and establishing ethical frameworks as AI capabilities advance.

Space technology emerged as a significant business theme, with discussions moving beyond exploration towards practical infrastructure applications. The report suggests space-based manufacturing and urban air mobility will integrate into mainstream business operations, requiring companies to consider space as part of their strategic planning.

The emphasis on community-driven brands reflects broader changes in consumer behaviour, with authenticity and participation becoming more valuable than traditional marketing scale. The report indicates successful brands will need to co-create with audiences rather than broadcasting to them.

Healthcare technology discussions focused on the transition from treating illness to preventing it, with personalised medicine and biohacking tools offering potential for longer, healthier lives. However, speakers warned that regulatory frameworks and data protection must evolve alongside technological capabilities.

The experience-led marketing trend addresses growing concerns about social isolation and fragmented attention spans, particularly among younger consumers who prioritise real-world experiences over digital engagement alone.

SXSW London, which took place in Shoreditch from June 2-7, 2025, builds on the festival's decades of success in Austin, expanding the brand's global reach whilst adapting programming for European audiences and creative sectors.

The festival featured speakers including Sir Demis Hassabis, Dr Jane Goodall, Idris Elba, deputy prime minister Angela Rayner, and WPP chief executive Mark Read, alongside a visit from King Charles III. Events took place across 34 venues in Shoreditch, with particular focus on independent and community-led spaces.