At SXSW Sydney, one theme echoed across every talk, panel, and conversation – how to stay human in the age of AI. While technology dominated the headlines, the underlying message was clear: creativity, connection, and courage still matter most.
The brands that’ll thrive are the ones blending innovation with empathy, using AI as a tool, not a replacement. Here are some ways marketers can gain attention, adapt, stay relevant, and keep their brands meaningful in a world that’s changing faster than ever.
As this was my first conference (and work trip), I didn’t know what to expect but I was pleasantly surprised. There was an air of optimism, intrigue, and curiosity and everyone was up for a chat.
Of course, the words (or 2 letters) on everyone’s lips: AI. But this was balanced with plenty of talks about staying human—being creative, telling stories, the things AI can’t actually do.
AI is important, can seem incredible and at sometimes frightening but as Niall Firth from MIT Review said “It’s not alive. It can’t think. It’s just numbers.”
Many voices, including CEO of Accenture Song Ndidi Oteh reminded us that AI is just a tool—not inherently good or bad. What matters is what humans do with it. Humans use technology to exclude, whether consciously or unconsciously.
So what challenges are facing marketers today, and how can we approach them? I’ve answered the top 3 below.
How to get more attention
- be creative
- be brave
- be different
- tell stories
It’s easier to create content than ever (a blessing and a curse). With millions of new ideas, videos, and posts uploaded every second, cutting through the noise is harder than ever. But as many SXSW speakers reminded us, creativity earns attention, and AI accelerates delivery. The sweet spot is finding ways to combine both.
One standout example came from Transit Tales by McCann for Mastercard which used AI to personalise classic stories based on a commuter’s favourite genre and the length of their trip. The campaign produced 34 million unique stories at scale, a great example of creativity, tech, and customer insight.
Be creative
Not every great idea needs high tech. The most memorable talk of the week, “Why Your Brand Won’t Survive 2050” by Kill Boring Dead, didn’t rely on stats or case studies. The speakers arrived in futuristic outfits, joking about “cute vintage phones” and “how nice it was to have tap water,” while passing an invisible piece of technology called Clive around the audience. We were all fully immersed. It truly felt like they were time travellers.
Be brave
Most children believe they’re creative. Most adults believe they’re not. Why? What changes?
In the incredible talk ‘How to Kick the Sh!t Out of Plan B,’ father-daughter duo Miff and Ben Rennie shared “7 Lessons in Creativity That Might Change the World.” Their key insight: creativity isn’t a talent, it’s a “decision to be curious, brave & bold enough to act.” It’s about momentum, not certainty.
But being brave doesn’t mean being reckless. As Tony Broderick, Director of Marketing ANZ at Netflix, explained, great creative work should be inspired by instinct but grounded in insight. “There’s a sense that everything we’re doing is perfectly algorithmic and informed by data,” he said, “but we speak to the need for art and science and judgment.”
Be different
After rolling out in a toy Mercedes, Tyra Banks delivered one of the conference’s most quotable lines: “Different is better than better.”
Tell stories
While data is fantastic, and can tell us a lot, stories are what inspire change.
In ‘Stories Beat Data. Every Single Time,’ movie producer Kristin Hodges reminded us that human decisions are never 100% rational, there’s always an emotional component. Data tells you what’s happening, but stories make people care.
Her formula for building a compelling brand narrative:
- Start with a clear core message.
- Introduce a character and their perspective.
- Add stakes, make people feel the struggle.
- Show a turning point.
- End by returning to your core message.
In summary
- Creativity earns attention, AI accelerates delivery
- Different is better than better
- Tell stories
How to remain relevant
- Embrace technology
- Invest in your brand
- Stand for something
- Be everywhere
The world moves fast. Trends change overnight, and consumer expectations evolve just as quickly. The brands that stay relevant are the ones that adapt with purpose.
Georgia Bruton, CMO of Brown Brothers Family Wine Group, summed up the challenge of staying relevant for a 135-year-old brand. Discussing the balance between creating a bottle that a 22-25 year would be be ‘proud to bring to an occasion’, with maintaining wine credentials of an established brand. “Innovation and short-term, conversion is about having the right formats and the right products and the right flavours, whereas that long-term brand equity is around the wine credentials and that history and the family heritage.”
When discussing the balance of being ‘timely and timeless at same time’, the presentation “The Creative Edge: Mastering Tech for Brand Impact” gave three tips: have a strong DNA and purpose, deliver with relevance and use tech to make it exciting.
Embrace technology
Ndidi Oteh of Accenture Song said, “Companies that are going to matter in two years are the ones who innovate, learn, and take risks.” That doesn’t mean experimenting for its own sake. It means using technology to make experiences better — for customers, employees, and communities. In her words, “AI won’t automate what makes customer experiences special.”
Invest in your brand
As we’ll explore later, AI is reshaping how we search. In the Great Minds, Greater Brands session, QMS Global Advisor Anne Parsons emphasised that brand building is more important than ever. The brands that are strong and top of mind will be the ones AI recommends first — the ones the “AI suggestions are going to go to.”
The strongest brands balance the short and long term, using data to guide decisions but instinct to drive bold ideas.
Mat Baxter – Founder and CEO Skingraphica reminds us that “brands are a vehicle to extract value and margin from your customer” and we need to nurture our ‘brand trees’ if we want them to bear fruit.
Stand for something
The Kill Boring Dead team said the brands that will survive to 2050 are those with values that cost them something. “They kill boring, they risk something, and they really just give a sh*t.” They challenged marketers to stop posting platitudes on corporate pages and start living their beliefs.
Be everywhere
In a fragmented media world, customer journeys are longer and more complex. People interact with a brand 11 times before they buy. Being discoverable across multiple channels — from DOOH to social to email — increases ROI and builds trust. As Neil Patel noted, diversification is key: not every touchpoint needs to convert, but every touchpoint should add value.
In summary
- Adapt with purpose
- Embrace tech, but start with humans
- Be everywhere your audience is
How to show up in AI overviews and generated searches
AI is changing how we search.
While Google remains the most trusted search engine, AI-generated search results are quickly gaining ground. According to NP Digital, they often deliver higher ROI because they come from high-intent searches.
Earn AI citations by creating content that’s easy for algorithms (and humans) to understand
- Answer the key question in the first 3–5 sentences.
- Use structured formats — FAQs, how-to guides, data summaries.
- Credit credible authors or organisations.
- Cite reputable sources.
- Stay consistent across your digital ecosystem.
Get included in AI overviews by creating content it likes
- Facts, stats data
- Unique research
- Comparisons
- News
- Personal experiences
In summary
- Create content computers like
- AI rewards originality.
Wisdom from Tyra Banks
- “Different is better than better”
- “I love to tell stories. I love to be wacky. Limitless creativity fuels me”
- “Don’t look at industry for inspiration”
- “Continue to build your brand so that you stand for something separate from your product or your job”
- Show your process
- “[personal brand] is about differentiation, not being like everybody else”
- “Don’t name your business the category of what it is.” It will limit you.
- “Your business is not what you say it is, it is what your audience and your customers and your guests and the world says it is”
At the end of the week, I felt energised, exhausted, and inspired. The presentations were valuable and thought-provoking, but the spontaneous chats with strangers in lecture theatres, cinemas, and queues were just as insightful.
While AI is changing how we create, search, and work, it’s more important than ever to remember nothing will beat unique, bold ideas and human insight.
Can’t wait to return next year!
Lyla Thorn
Marketing & Content Manager