Main image of Austin skyline courtesy of Ryan Duffy, Unsplash
SXSW 2026 preview: Ones to watch
Our session picks from this year’s conference
SXSW returns to Austin March 12-18, 2026 for its 40th anniversary edition, bringing its signature blend of tech, culture and creativity to a citywide stage. But this year, things look a little different. The event’s regular hub – the Austin Convention Center – has been demolished to make way for a new facility double the size, due to open 2029. This year’s festival looks set to have more of a village feel as a result, with events distributed across a series of clubhouses in the city. With more than a dozen programming tracks spanning everything from AI to XR, the schedule is fit to burst with everything from headline keynotes and big-stage panels to intimate fireside chats and unexpected pop-ups — all designed to spark new thinking and fresh perspectives.
Overwhelmed by the sheer volume of SXSW programming? Fear not. Whether you're a festival newbie or simply short on time, VML Intelligence will be doing the hard work for you, combing through the packed program to cover the standout sessions — from main-stage moments everyone will be talking about to some hidden gems worth seeking out.
Check out our must-see session picks below. If you are not lucky enough to be in Austin, follow the SXSW YouTube channel, which usually streams the keynotes and featured sessions. For everything else, the Intelligence team will be on the ground, reporting back with key takeaways, emerging signals and cultural shifts from the festival so make sure to check the VML Intelligence page for all of our reporting from SXSW 2026.
SXSW Highlights
1. Forget Moments Marketing: Welcome to Worldbuilding
WPP’s Ben Kay in a timely conversation with Unilever CMO Leandro Barreto which urges brands to go beyond campaigns to build worlds. We explore brand worldbuilding in Storytelling universes (#37) and AI storyworlds (#91) in this year's Future 100. Session details
Friday March 13, 10.00–11.00 CT, Austin Marriott Downtown - Waterloo Ballroom 3
2. The Big Picture with Steven Spielberg, Live from SXSW
Hear the legendary film director talk about his career, upcoming movie and the future of film and storytelling. Reservation only but will be simulcast in multiple venues. Session details
Friday March 13, 13.00-14.00 CT, Hilton Austin Downtown - Hilton Grand Ballroom (Salon HJK) | Simulcast locations
3. Amy Webb Launches the 2026 Emerging Tech Trend Report
Always a SXSW favorite, Amy Webb unpacks all the emerging tech trends that will disrupt and shape tomorrow. The theme for this year: Creative destruction. Not to be missed. Session details
Saturday March 14, 13.00-14.00 CT, Hilton Austin Downtown - Hilton Grand Ballroom (Salon HJK)
4. Welcome to the Transformation Economy
As featured in trend #32, Transformative Experiences in the Future 100: 2026, Joseph B Pine II, who originally coined the term “experience economy,” will share how brands can now take this to the next level by helping consumers flourish. Session details
Sunday March 15, 16.00-17.00 CT, Austin Marriott Downtown - Waterloo Ballroom 3
5. The Great Calibration: Centering Humanity in the Age of AI
Tackling a highly topical theme, a multidisciplinary panel will debate how we design AI that strengthens community instead of replacing it and protect meaning, creativity, and trust. Session details
Monday March 16, 14.30-15.30 CT, JW Marriott - Salon E
