April 2025
Last week, I was in Denver with one of our PROI Worldwide partners – GFM|CenterTable – to participate in a panel discussion with GFM’s Jim Licko and Jon Woods about the biggest takeaways from this year’s SXSW conference.
As I listened, learned, and shared, a theme that emerged from all panelists – just how crucial it is for brands to stay human in a time of algorithms and automation. Here are three ways brands can do just that.
As we know, in a world where everyone’s a creator, brand discovery has moved beyond traditional SEO or commercials. It’s happening on TikTok, in Reddit threads, in niche newsletters and in Substacks.
A great example – Bobbie, the baby formula brand. Its Chief Brand Officer said, “Moms trust other moms.”
It’s why their content shows up where real conversations are happening. It’s not always polished, but it’s personal.
Same with Tecovas, the western boot brand that’s taken off in recent years.
They’re not just capitalizing on the western wear trend – and they don’t want to be known as “cowboy cosplay.” They’re creating welcoming, inclusive brand experiences in places like SoHo in NYC, because that’s where their new customers are searching for them.
AI was everywhere at this year’s event – and the consensus was clear. The opportunity isn’t just speed, it’s space. Space to be more strategic…more creative…more human.
A panelist attended SXSW’s “Beyond Productivity” session, which highlighted how tools like Zoom, AI, and Canva are helping teams eliminate drudgery (summarizing meetings, translating conversations, streamlining research) so they can focus on the work that really matters.
Canva even hosts internal workshops to help teams find ways to save eight hours a week. Not to replace creativity, but to make more room for it.
One quote that stood out: “AI should take the robot out of the human – not the human out of the process.”
A powerful throughline across sessions, and one I shared during our panel, was the importance of human-centered storytelling.
Whether you’re marketing software, snacks, or social impact, stories still win.
At SXSW, award-winning documentary filmmaker Cheryl Miller Houser said the most effective narratives follow a classic framework:
Your product or brand doesn’t always need to be the hero – it needs to help the hero win. If you can place your brand in a story of struggle and triumph, it becomes emotionally resonant, not just informative.
In an era where attention is fleeting, connection is everything. It’s what makes us feel human. One thing that came up again and again was how strong brands don’t always chase mass appeal. They choose their people – and show up for them consistently.
