Future+ Fridays | Issue55

1. Future+ Hosts Innovation House in Austin, Texas

What's happening

At the Innovation House this past weekend, Future+ hosted panels with industry leaders and professionals to explore how technology is transforming consumer engagement across industries. Discussions covered AI-driven out-of-home (OOH) advertising, augmented reality (AR), gaming, biohacking, and the evolving role of AI in creativity, hospitality, and luxury experiences. The insights revealed a clear shift toward data-driven, immersive, and hyper-personalized interactions—blurring the lines between the digital and physical worlds.

TLDR:

• OOH advertising is going digital – AI and real-time targeting are making it a measurable, data-driven medium.

• AR/XR is enhancing consumer engagement – Immersive experiences are integrating seamlessly into retail, fashion, and live events.

• Gaming is the new social platform – Brands are experimenting with engagement strategies in virtual spaces like Roblox and Fortnite.

• AI is driving wellness innovation – Biohacking and longevity tech are making personalized health more accessible.

• Autonomous agents are changing the creative process – AI is streamlining production, ideation, and audience interaction.

• AI is reshaping creativity and problem-solving – Beyond automation, AI enhances human creativity, bridges digital and physical experiences, and tackles industry challenges from sustainability to content authenticity.

• Luxury and hospitality are being redefined – AI-driven personalization, predictive analytics, and immersive tech are elevating guest experiences and customer engagement.

Why it matters

Consumers no longer engage passively—they expect experiences that are interactive, meaningful, and tailored to their preferences. AI is not only transforming marketing and content creation but also redefining how people experience luxury, wellness, and hospitality. Brands that strategically integrate AI-driven innovation—whether through hyper-personalized advertising, immersive brand activations, or seamless digital-physical experiences—will build deeper connections and stay ahead of the curve. The key is striking a balance between technology and authenticity, ensuring that AI enhances rather than disrupts human connection.

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2. SXSW from marketers to trendspotters: why brands must predict culture, not chase it

What's happening

At SXSW 2025, brands and marketers were urged to shift their focus from traditional advertising to trendspotting, emphasizing cultural foresight and consumer behaviour insights over direct sales tactics. This shift is evident in the brand activations at SXSW, where companies like Prime Video, Paramount+, and Delta created immersive experiences that resonated with audiences by tapping into cultural conversations. The key takeaway? Brands that anticipate trends and create authentic, immersive experiences will lead the future of marketing.

TLDR:

• Trendspotting overselling – Brands need to anticipate cultural shifts rather than react to them.

• AI is a tool, not a replacement – Predictive analytics can identify trends, but human intuition remains essential.

• Social media as a cultural barometer – Platforms like TikTok provide real-time insight into shifting consumer behaviours.

• Authenticity is key – Consumers gravitate toward brands that align with their values rather than just pushing ads.

• Immersive brand activations lead the way – SXSW 2024 activations proved that experiential marketing is more effective than traditional ads:

  • Prime Video turned Austin’s Congress Avenue into a “Good Omens” world.

  • Paramount+ launched The Lodge, an immersive fan experience featuring themed food, drinks, and entertainment.

  • Delta created a premium lounge focused on networking and relaxation.

Why it matters

Consumers today demand more than just ads—they seek authentic, culturally relevant experiences. Brands that listen, adapt, and engage meaningfully with emerging trends will build deeper consumer connections and stay ahead of the competition. The future of marketing isn’t about chasing trends—it’s about shaping them

3. Amy Webb’s 2025 Emerging Tech Trends Report: The dawn of living intelligence

What's happening

At SXSW 2025, futurist Amy Webb unveiled the 18th edition of her Tech Trends Report, outlining a transformative shift into what she calls the era of Living Intelligence (LI)—a fusion of AI, biotechnology, and advanced sensors that will reshape industries and everyday life. This convergence is forming a technology supercycle, driving rapid innovation, economic expansion, and fundamental changes to society.

Webb highlighted key breakthroughs, including multi-agent AI systems that self-organize and collaborate without human intervention, biological computing using human neurons, and advanced metamaterials that defy traditional physics. She also raised ethical concerns about how these technologies could disrupt industries, shift power dynamics, and challenge our understanding of autonomy, privacy, and human identity.

TLDR:

• Living Intelligence is emerging – AI, biotech, and sensors are converging into adaptive, decision-making systems.

• AI is evolving beyond human language – Machines are developing their own, more efficient forms of communication.

• Biological computing is here – The first computers using human neurons have been created.

• Metamaterials are redefining design – Smart materials could make cities and infrastructure more resilient.

• AI-powered robotics are advancing – Robots with biological components and AI-driven decision-making are becoming more viable.

• The ethical stakes are rising – These technologies pose new challenges around autonomy, privacy, and regulation.

Why it matters

We are at a turning point where technology is no longer just a tool—it’s becoming an autonomous force capable of reshaping industries, economies, and human experiences. Businesses, policymakers, and society must navigate this shift thoughtfully, ensuring that innovation aligns with human values rather than accelerating crises. The choices we make now will determine how Living Intelligence shapes the future.

4. Coperni blurs fashion and gaming with an interactive runway at Paris Fashion Week

What's happening

At Paris Fashion Week, Coperni redefined the traditional runway by turning it into a live gaming experience, merging high fashion with digital culture. The Fall/Winter 2025 show featured over 200 gamers competing in real-time, while models walked through a futuristic, immersive space. Coperni also unveiled the Tamagotchi Swipe Bag, a nostalgic nod to 90s tech, blending fashion with interactive accessories. In collaboration with Ray-Ban and Meta, they also introduced limited edition AI-powered smart glasses, merging style with advanced technology.

TLDR:

• Runway meets gaming – The show transformed into a live eSports-like experience with real-time digital interactions.

• Tech-infused fashion – Coperni introduced the Tamagotchi Swipe Bag, featuring an embedded digital pet.

• Star-studded front row – Celebrities like Úrsula Corberó and Georgina Rodríguez attended, emphasizing the brand's cultural relevance.

• Futuristic aesthetics – The collection featured sharp silhouettes, metallic fabrics, and cyber-inspired designs, embracing the digital age.

• AI eyewear collaboration — Coperni partnered with Ray-Ban and Meta to launch limited edition AI glasses.

Why it matters

Coperni's innovative approach signals a shift in how brands engage audiences, blending technology, nostalgia, and interactive experiences to create more immersive fashion moments. By integrating gaming elements and interactive accessories, the brand appeals to digital-first consumers seeking engagement beyond traditional fashion presentations. The Tamagotchi Swipe Bag exemplifies how brands are turning nostalgia into innovation, bridging past and future trends. The collaboration with Ray-Ban and Meta on AI glasses showcases the fusion of fashion and technology, offering consumers stylish yet functional accessories. Coperni isn't just showcasing clothes—it's redefining the intersection of fashion, technology, and entertainment.​

5. Fashions digital frontier: how AI and tech are redefining AW25

What's happening

At Fashion Week AW25, technology took center stage as designers embraced AI-driven creativity, digital fabrication, and sustainable material innovation. From blocky, cubist-inspired silhouettes to AI-generated collections and interactive garments, this season showcased how fashion and technology are merging in unprecedented ways. Key trends included Minecraft-esque geometric forms, AI-assisted design processes, 3D printing advancements, and garments that respond to light and movement. This evolution signals a future where fashion is not just designed but engineered—pushing the boundaries of form, material, and sustainability.

TLDR:

• Futuristic silhouettes – Designers like Junya Watanabe and Ksenia Schnaider introduced blocky, geometric structures.

• AI-powered fashion – Coperni, Elena Velez, and Viktor & Rolf explored AI-generated designs and immersive storytelling.

• Tech-infused textiles – Anrealage’s LED-inspired fabric and Noir Kei Ninomiya’s UV-reactive garments redefined interactivity.

• Sustainable innovations – CFCL and Ray Chu used low-waste digital knitting and plant-based fibers.

• 3D printing evolution – Karina Bond and Issey Miyake pushed the boundaries of digital craftsmanship.

Why it matters

Fashion is undergoing a technological revolution, where garments are no longer just crafted but programmed. AI, digital fabrication, and smart textiles are reshaping how clothing is designed, produced, and experienced. These innovations not only expand creative possibilities but also offer solutions for sustainability and material efficiency. As fashion continues to embrace technology, the industry is moving toward a future where garments react, transform, and adapt to their environment—blurring the boundaries between art, science, and self-expression.