Reflections On Time, Trust And Technology Following SXSW 2025

Forbes

09-06-2025

Andrea Eboli is a Business Strategist, Founder & CEO of EDR Consulting, with a Ph.D. in Consumer Science.
This year, I had the pleasure of attending SXSW (South by Southwest), an influential global event in the fields of innovation, creativity, technology, music, film and culture. Held annually in Austin, Texas, the event brings together people from all walks of life. Entrepreneurs, academics, creators, executives, artists—each contribute unique perspectives and insights on the future we're all building together.
As expected, artificial intelligence dominated the conversation. Amy Webb, futurist and founder of the Future Today Strategy Group, presented her much anticipated 2025 Tech Trends Report, highlighting the growing role of generative AI in sectors like healthcare, finance and education.
Journalist Maggie Jackson, in turn, made a compelling case for uncertainty as a positive force in an AI-driven world and invited us to embrace agility, curiosity and creativity in times of flux. And Cristiano Amon, CEO of Qualcomm, discussed how AI is becoming the new user interface, seamlessly integrating into our lives, automating routine tasks and personalizing experiences.
But beyond the headlines, two deeper reflections emerged for me—ideas I've continued to explore after attending dozens of sessions and panels:
In a world driven by speed, automation and immediacy, time becomes both scarce and sacred. If our most repetitive or operational tasks can now be handled by machines, does that mean we'll have more free time? And more importantly: Are we ready for that?
Will we use the time freed up by AI to focus on activities that bring pleasure, wellness and meaning? Or will we, once again, fall into the trap of overfilling our schedules under the guise of productivity? The question isn't new, but it's more urgent than ever.
I'm reminded of a story an executive once shared with me. He recalled when 'urgent' meant placing a sticker on a letter, sending it by mail to another state and waiting days for a response. Today, that same urgency comes disguised in a bolded email subject line or a text message pinging during dinner. What happened to the time we gained through this evolution?
Now, as AI tools write, analyze and suggest paths forward, we must ask again: Where does urgency go? What do we do with the time saved? This raises provocative opportunities for industries like travel and entertainment, which could position themselves as gateways to intentional time use.
It also calls into question whether companies should reduce working hours when machines now complete tasks in half the time. Or will we continue our relentless pursuit of productivity at all costs?
The answer remains open and deeply human.
One of the most thought-provoking undercurrents of SXSW 2025 was the evolving relationship between humans and machines—not just as tools, but as companions. We are no longer speaking only of AI performing tasks—we're talking about AI becoming a trusted presence in people's lives.
From digital assistants that offer personalized advice to AI-powered mental health apps that soothe and support, machines are stepping into roles once reserved for human connection. If I have a system that listens without judgment, offers reliable answers and even calms my anxiety, what becomes of my need for real human relationships?
This might sound extreme, but it's already underway. A recent study found that people showed high emotional engagement with empathetic AI chatbots, though participants noted this differed from conversations with human therapists. While the ethics of this are still debated, the shift is undeniable: Machines are becoming emotional intermediaries.
Which brings us to a powerful question: What space should be left for human interaction? And more importantly, which emotions or experiences are irreplaceably human?
The event did not offer simple answers, but it challenged us to think. While AI can offer guidance, memory, precision and availability, it still struggles with ambiguity, vulnerability and the magic of serendipity, those uniquely human sparks that form in real relationships, imperfect and spontaneous.
As we entrust AI with more of our decisions, must we also protect what makes us human? Not by rejecting the machine, but by rebalancing the equation?
For businesses, striking the right balance is essential for making the most effective use of AI tools while enhancing the quality of our outcomes. Here are a few ways we can bring this balance into our daily routines:
• AI can significantly amplify our capabilities, especially in data analysis and repetitive tasks, but it's up to us to exercise leadership, provide strategic direction and manage with intention. By focusing on higher-level decision making and vision, we step into roles that machines cannot fully replicate—not yet.
• Another powerful way to engage with AI is by embedding ethical and emotional intelligence into our work. This human layer ensures that outcomes are not only efficient but also meaningful and personalized, creating more complete and impactful results.
This year, more than ever, I left SXSW with the sense that we are not just entering a new chapter of innovation, we are rewriting the terms of what it means to be human.
In a world of infinite tools, perhaps our greatest challenge is to reclaim what cannot be automated, presence, perspective and purpose. But are we truly prepared to protect what makes us human, or will we outsource even that?
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