One Week On: Our SXSW London 2026 Highlights

By Clare Wimalasundera & Josh Paterson

A week on from SXSW London and we're still digesting all of the ideas and inspiration! Despite the weather that swung wildly between summer sunshine and biblical rainstorms, the energy around Shoreditch never let up.

From AI and the future of agency models to women's sport, mental health, live entertainment and esports, (and that’s just what we were able to attend!) SXSW London brought together an eclectic mix of speakers and perspectives. With so many thought-provoking sessions packed into the programme, we thought we’d share here a few of the conversations that have stayed with the Visible team after the festival ended.

The session we can't stop thinking about: Martin Sorrell on the agentic AI future of marketing

If there was one session that felt particularly relevant to life at Visible PR, it was Martin Sorrell's discussion on the rise of agentic AI. His message wasn't that AI is coming, it's that it's already here. 

While many organisations are still using AI for productivity gains and experimentation, the next wave is about AI agents managing entire workflows and business processes. For agencies, that means the role of AI is evolving, with creativity and strategy remaining critical, but they now need to sit alongside technology expertise. 

Sorrell explained that the agencies that thrive won't just create campaigns; they'll help clients navigate increasingly complex AI ecosystems and turn technology into business value. The biggest obstacle isn't the tech itself, it's the skills gap, and as Sorrell put it, now is the time to invest in both human and technological capability.

It was a timely reminder that while AI will undoubtedly transform how we all work, the real differentiator will be the people and organisations that know how to apply it effectively.

Other standout sessions from SXSW London

Women's Sport. Now What?

The packed session featuring former Lioness Jill Scott, England rugby international Jess Breach and sports strategist Amy Drucquer, explored what needs to happen next as women's sport continues its rapid rise. 

While there's no doubt that interest, participation and investment are growing, the panel was clear that there's still a long way to go before true equality is achieved. Scott summed it up perfectly when she said we'll know we've reached a better place when a men's team manager attending a women's match isn't considered newsworthy.

The discussion also highlighted the role clubs can play in driving attendance and engagement, giving women's teams the same level of promotion, storytelling and pre-match hype that has become standard in the men's game. 

For brands, the message was equally clear: partnerships need to go beyond logo placement. The biggest opportunities lie in supporting the challenges women's sport still faces, from grassroots participation and funding gaps to helping athletes build sustainable careers. 

As Jess Breach said, female athletes get sweaty too, but they still want to feel confident and look good, and there are so many partnership opportunities with brands that genuinely fit female sports stars' lives and audiences. The session was a reminder that while women's sport has come a long way, the next stage of growth will require more meaningful investment, better storytelling and a commitment to treating women's sport as sport, not a separate category.

Support on the sidelines: How football can save lives

TV’s Roman Kemp delivered one of the most hard-hitting sessions of the week, sharing how the loss of his best friend to suicide led to the creation of the Premier League's Together Against Suicide campaign alongside Samaritans.

What stood out was the campaign's focus on action rather than awareness. By embedding support directly into football clubs, stadiums and matchdays, it's meeting people where they already feel comfortable. And the results speak for themselves, with thousands already accessing support through clubs they trust.

It was a powerful example of how sport can be used as a genuine force for social change when the commitment goes beyond a one-off campaign. Following a recent visit to the Emirates Stadium in London, we spotted the campaign in full effect, which just goes to show the power that both compassion and celebrity can have when coming together on such a crucial topic like suicide.

Why live music still wins

Alex Hill from AEG International reminded us that in a world dominated by screens, people are craving real-world experiences more than ever. The live entertainment sector continues to show remarkable resilience, with fans increasingly prioritising experiences over possessions and are travelling further to see the artists they love.

One insight that particularly resonated was the idea that live music is no longer competing with other forms of entertainment; it's competing with people's desire for meaningful human connection. In an age of endless digital content, that's a powerful position to be in and is one that AEG is owning.

How Esports are unlocking the next level of live entertainment

AEG’s VP Sport, Gael Caselli took to the SXSW London stage on Thursday alongside Mitsouko Anderson, Founder & CEO of Yume Talent, to discuss Esports and how it’s no longer trying to prove its legitimacy, but is redefining what live entertainment looks like.

The discussion explored how tournaments are evolving into immersive fan experiences that blend gaming, creator culture, music and community. The focus is shifting from simply watching competition to actively participating in a wider experience, with fan zones, meet-and-greets, creator content and live entertainment all playing a role.

For brands, marketers and event organisers, it offered a fascinating glimpse into how younger audiences want to engage with content, not as passive spectators, but as active participants in communities and experiences.

One theme kept emerging…

One of the things SXSW has always done well is bring together conversations that might not seem connected at first glance. Yet whether the topic was AI, women's sport, mental health, music or esports, a common theme emerged throughout the week: people still matter.

Technology may be changing how we work, audiences may be consuming content in new ways, and industries may be evolving at pace, but the most successful brands, campaigns and experiences will continue to be the ones that understand human behaviour, build genuine connections and create real value.

That's what we'll be taking away from SXSW London 2026, alongside a renewed appreciation for umbrellas and sunglasses being equally essential in a single day!

Need strategic PR and marketing support that delivers real impact? Let’s talk! hello@visiblepr.co.uk