Arrow Back to newsfeed


Unleashing Creativity: Navigating the AI revolution at SXSW 2024

March 19, 2024

By JP Burge, CCO Technicolor Creative Studios

My journey through SXSW was a whirlwind of exploration and innovation, spanning three and a half days of immersive experiences at the intersection of creativity and technology. I witnessed first-hand the transformative power of optimism, artistry, and AI (Artificial Intelligence) in shaping the future landscape. 

One central truth emerged: AI is revolutionizing creativity. Visionaries and creators are embracing the future, empowered by technology and specifically AI to unleash their potential. In this era, millions are engaging and directly using generative tools, producing text, images, and videos with unprecedented ease. This will transform the world, our industry, and our company.  

We can now see that the release of Open AI’s ChatGPT web app in November 2022 marked a turning point. Within months, it became the fastest-growing web app ever, highlighting the immense capabilities of neural networks. Subsequent developments from Microsoft and Google, though initially met with skepticism due to glitches, heralded a new era where chatbots and AI permeate daily interactions. 

Generative AI’s meteoric rise in 2023 paved the way for Microsoft and Google to integrate chatbot-based assistants into office software, promising remarkable productivity enhancements. From summarizing emails to generating slide decks in seconds, AI’s impact on professional workflows is profound. Yet, as AI becomes ubiquitous at SXSW 2024, ethical considerations loom. Privacy, data, and moral dilemmas persist even within the realms of creativity. The AI honeymoon phase has ended, ushering in a transformative shift towards pervasive integration into our daily routines. 

It’s an exciting time, and one that requires us to think carefully about the direction of our company and the effect of technology on what we do. At Technicolor Creative Studios, we are focused on investing in technology and partnerships that will keep us at the forefront of film, animation, games, and advertising production.

SXSW explored critical innovations across many industries, many of which will re-shape our world. While I may have focused on creativity and our ‘world’ there were many other areas I found fascinating such as how the deployment of super-efficient solar cells is rapidly gaining momentum worldwide, playing a pivotal role in global efforts to combat climate change by reducing carbon emissions. While current solar panels have limitations in converting sunlight into electricity, the integration of tiny crystals could significantly enhance their efficiency, unlocking even greater potential for renewable energy generation. On the same theme, insights into how geothermal energy stands out as a clean, abundant, and almost limitless source of renewable energy.  Advancements in drilling techniques are breaking new ground, enabling us to tap into more of Earth’s heat and harness its power for clean energy production on a larger scale.

The development of exascale computers represents a quantum leap in computational power, enabling scientists to perform complex simulations and analyses at unprecedented speeds. These innovative machines will facilitate breakthroughs in diverse fields such as climate modelling, nuclear fission research, and understanding turbulent phenomena, driving innovation and scientific discovery to new heights. 

And perhaps most relevant to us, Apple’s Vision Pro. Apple’s upcoming mixed-reality headset is poised to revolutionize the way we interact with technology. Boasting the highest-resolution display ever seen in such a device, the Vision Pro holds the promise of immersive experiences like never before. The anticipation mounts as we await the unveiling of potential “killer apps” that will showcase the full capabilities of this groundbreaking technology.  

As SXSW explored these and many more critical innovations, the event underscored the boundless potential of human ingenuity to address pressing global challenges and propel us towards a brighter and more sustainable future. 

With a handful of notes, new contacts, and a generous portion of what I like to call ‘brain food’ I reflect on four key points: 

  1. The urgency of AI integration: For those lagging, the window of opportunity is closing fast. Embracing AI now is essential for staying relevant in an increasingly automated world. 
  1. Moving from conversation to action: The challenge lies in bridging the gap between discussions at events like SXSW and tangible actions. Finding ways to translate insights and ideas into real-world impact is paramount. 
  1. Abundant opportunities in creative fields: For us in creative industries, opportunities abound. We must be poised and prepared to harness the full potential of emerging technologies to drive innovation. 
  1. Empowering women: Last but certainly not least, I was reminded of the importance of gender equality. Women’s contributions to technology, creativity, and society at large is invaluable. It’s time to recognize and amplify their voices, ensuring that women truly have a leading role in shaping the future. 

Finally, as I navigate this ever-evolving landscape of technology and creativity, I am inspired by the possibilities that lie ahead. We at Technicolor Creative Studios have the potential to unlock new realms of imagination and progress, thereby shaping the future of visual experiences. 

To stay in the know with our latest industry news and insight, sign up to our Global Creative Community.


to work on award-winning projects.