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SXSW had branding across the Shoreditch neighborhood in London.
Arjun Harpal | Cnbc
Southwest (SXSW) may become a famous event in the US, but has not definitely reached the same recognition level in Britain.
“What is it?” – asked the pedestrian, who was passing the London sign Sxsw.
SXSW is a festival that takes place in Austin, Texas, every year that brings together great names in music, cinema, art and technology. The organizers brought the event to London for the first time this week, and CNBC looked at what was happening.
Tania Bryer CNBC has modeled discussion with London Mayor Sadyk Khan, who during the opening speech made a step for the city as “a center for talents, trade, technology and innovation”.
London Mayor Sadik Khan talks to moderator Tanya Bryer during the Entrance Notice – Welcome to the SXSW London discussion “on the first day of the SXSW London 2025 on Truman Brovars on June 2, 2025.
Jack Taylor | Getty Images Entertainment | Gets the image
Khan conducted veiled fingers on US President Donald Trump and his trade policy and posted London as open to business.
“So, at a time when there is so much uncertainty and political upheaval through the pond, determined by the mentality of the internal appearance, I am going to turn to international investors, businesses and creators to say that London offers you the opposite,” Khan said, said Term.
SXSW takes place in different places in the creative quarter of Shredich, which is also located near the old street, the key technology center in the early days of the London stage. Shoreditch was taken on the SXSW London brand, from frescoes to signs on the lamps.
SXSW had murals across Shredich, London, which advertised the event.
Arjun Harpal | Cnbc
Big names such as the Star “Game of Thrones” Sophie Turner and Actor and Music Idris Elbe are involved. At the Tech front, the Google Deepmind Demis Hassabis CEO protested, like Thomas Wolf, co -founder of the artificial intelligence firm that hugs the face.
$ 24 Socks and Free Chocolate
So, what was the experience? This day started with me to pick up my press -pas and get the SXSW bag. There was a schedule and a map and a bar of chocolate chocolate tony sxsw.
I made your way into the Shoreditch Electric, the place I just learned is the home of the National Circus Art Center. I watched a session where Thomas Wolf hugged into the face of the progress of artificial intelligence models with open source and the future robotics. Open source outcome – this is a big deal in ii Due to the strong indicators of these models, especially from China who can use.
Shoreditch Electric held several negotiations during SXSW London. The yard was a place for visitors sitting in the sun.
Arjun Harpal | Cnbc
The venue was an industrial style, an open brick building. Not far from a cafe that was ideal for sunny weather in London on Monday.
Then I went to the Truman brewery where the main conference scene was. Outside the entry, there were many food trucks and, of course, big branded displays from the ray-bank sunglasses and the Polestar electric car, which conducted live music performances throughout the day.
Plester and Ray Ban took advantage of advertising their products during SXSW London, 2025.
Arjun Harpal | Cnbc
Then there was the official store store, which sold a couple of SXSW socks for 18 pounds (24 dollars) and a T -shirt for 30 pounds.
After a quick security check, I found myself in a Truman brewery on a session with Hassabis. I decided to try to look at the stage, but the line to enter, it was long, even about half an hour before the conversation. So I decided to look it on the screen in the media -salon, which had quite decent sandwiches.
Entrance to the Truman brewery, where London SXSW was located.
Arjun Harpal | Cnbc
AI everywhere
AI was definitely a big theme, with companies such as hugs, Google Deepmind and even Wayve, a car without drivers supported by SoftBank, discussing the future of this technology.
Hasabis spoke about artificial general intelligence (AGI), which is usually understood as an AI, which is smarter than people. He said he would be “greater” than the industrial revolution and the Internet in terms of its influence on society. He also warned of the need to responsibly develop this technology.
The founder of Deepmind also said that over the next five -10 years, AI’s tools will be “technically experienced people who act at the forefront of using these technologies, but combine it with creativity and other skills.”
“I think they will be able to achieve inhuman things,” Hasabis said.
There was a long queue of participants who were waiting to enter the next session where Google Deepmind CEO Demis Hasabis was going to perform in SXSW London, 2025.
Arjun Harpal | Cnbc
During the week running throughout the week, there are many big names, including the R&B Star Tems but they are too late in the evening and do not sync with my call at 5 am. So you will have to look at social media to find out what vibration these events have.
