AI, trade and $24 socks: Inside the inaugural SXSW in London

The renowned South by Southwest (SXSW) festival, famous in the U.S. for its celebration of music, film, art, and technology, has made its debut in London this week, though many locals still seem unaware of its significance. A passerby was overheard questioning the meaning behind a SXSW London sign, highlighting the event's relatively low profile in the UK. During the festival, CNBC's Tania Bryer facilitated a discussion featuring London Mayor Sadiq Khan, who emphasized the city as a burgeoning center for talent, trade, tech, and innovation. In his remarks, Khan subtly criticized U.S. President Donald Trump's trade policies, promoting London as a welcoming destination for international investors and creators amidst global uncertainty. "At a time of political turmoil across the pond, I invite you to see London as the opposite," he stated, as reported by Deadline. The festival is taking place in the vibrant Shoreditch area, a neighborhood known for its creative energy and proximity to Old Street, a historical tech hub for London's startup ecosystem. The area has been transformed with SXSW branding, featuring murals and signs adorning lampposts. Notable attendees include Sophie Turner from "Game of Thrones" and actor-musician Idris Elba. In the tech realm, key figures such as Demis Hassabis, CEO of Google DeepMind, and Thomas Wolf, co-founder of AI firm Hugging Face, are contributing to discussions on the future of artificial intelligence. As the day commenced, I collected my press credentials and received an SXSW tote bag that included a schedule, a map, and a bar of SXSW-branded Tony's Chocolonely chocolate. My first stop was Shoreditch Electric, home to the National Centre for Circus Arts, where I attended a session led by Thomas Wolf discussing the advancements in open-source AI models and the potential of robotics. The open-source movement in AI has gained momentum, particularly with high-performing models emerging from China that are available for public use. The venue, characterized by industrial-style exposed brick, was complemented by an outdoor coffee bar basking in the sunny London weather. My next destination was the Truman Brewery, the main conference venue, where a variety of food trucks and major brand displays, including Ray-Ban and Polestar, created a festive atmosphere with live music throughout the day. Merchandise enthusiasts could purchase SXSW-branded socks for £18 ($24) and T-shirts for £30 at the official store. After navigating a lengthy line for a security check, I arrived at the Truman Brewery just as Demis Hassabis was set to speak. Opting for a screen view from the media lounge instead of battling the crowd, I enjoyed some delightful sandwiches while tuning into his talk. AI dominated many discussions, with companies like Hugging Face, Google DeepMind, and Wayve, a U.K. driverless car startup backed by SoftBank, all exploring the future trajectory of this technology. Hassabis discussed the concept of artificial general intelligence (AGI), which he believes will surpass the effects of both the Industrial Revolution and the internet on society. He stressed the importance of responsible development of this technology, predicting that in the next five to ten years, AI tools will significantly enhance the capabilities of those who are already adept in their fields, enabling them to achieve unprecedented feats. The festival features numerous performances from prominent artists, including R&B star Tems, though they occur late in the evening, making it challenging for early risers like myself to attend.