A Lawyer At SXSW: Exploring The Future Of Law And Technology

This week, I’ll be attending and reporting on the South by Southwest (SXSW) Conference in Austin, Texas. SXSW—or as some call it, South By—is a sprawling, nine-day event (13 if you include the education-focused portion) that blends technology, music, film, media, and culture into an immersive experience. It’s attended by over 350,000 people.

SXSW began in 1987 as a music festival designed to showcase Austin’s music scene. Over the years, it has morphed into a global event that brings together emerging technology, digital media, and internet culture. Many startups and tech trends have made their mark at SXSW—most famously, Twitter’s breakout moment in 2007. This year, I’ll be attending the interactive portion, which focuses on the intersection of technology, business, and policy and the future—spaces where legal can and will be impacted.

SXSW Is a Festival, Not Just a Conference

I attend many conferences each year, and most follow a familiar pattern. They’re structured around vendors showcasing their latest products, and while there are educational sessions, the core focus is technology demonstrations and sales pitches. the real raison d’etre is products. Companies showcase the latest gadgets, AI-powered solutions, and futuristic concepts that are on or will soon hit the market. Lots of marketing and selling.

SXSW is different. It’s a festival, not just a conference. The focus isn’t on products—it’s on ideas. It’s a place where thought-provoking discussions unfold, where emerging technologies intersect with policy debates, and where the future of industries—including the legal profession—is explored in depth. Its all about education and learning with the focus on the sessions, not the products. SXSW is a conversation, not just an exhibition.

While traditional tech conferences focus on what’s being built, SXSW is about how technology will impact people, society, and law. The sessions dive into questions like:

• How will AI impact the workforce?

• Who owns digital content in the age of the metaverse?

• How do we regulate misinformation online?

These aren’t abstract debates—they are conversations shaping the legal, ethical, and business realities of the future.

SXSW 2016: What It Taught Me

To give just one example of why SXSW is valuable to legal professionals, I first attended in 2016, when AI was an emerging topic. I wrote a piece on LinkedIn afterward, noting:

“There were lots of sessions and discussions centered on the use of artificial intelligence to solve problems. As expected, there was plenty of debate over what AI can and cannot yet do.”

Looking back, those conversations weren’t just interesting—they were prescient. In 2016, we were speculating about AI’s impact on business and law. Now, in 2024, AI is transforming how lawyers work, raising new questions about ethics, bias, regulation, and intellectual property.

This is what makes SXSW so valuable. It’s not about reacting to what’s happening today—it’s about anticipating what’s coming next.

SXSW vs. Traditional Conferences

To be clear, there’s absolutely a place for traditional tech conferences. Tech conferences are incredibly valuable for understanding new legal tech solutions, tools, and advancements in AI.

But SXSW provides something a bit different: a broad, multidisciplinary perspective. Instead of focusing on vendor-driven sessions, SXSW brings together policymakers, industry leaders, ethicists, entrepreneurs, and academics to discuss the bigger picture of how technology is reshaping industries—including law.

For example, instead of a CEO pitching a new AI contract review tool, SXSW might feature a discussion between a tech founder, a law professor, and a privacy advocate about the impact and ethical implications of AI-driven decision-making.

The SXSW Keynotes: Thought Leaders

You can see this from keynotes. At most conference keynotes are given by CEOs or high mucky mucks from technology companies who are subtlety or not so subtlety marketing their wares. 

SXSW keynotes are different. Past speakers have included thought leaders like Barack Obama (2016), Edward Snowden (2014), Brene Brown, Jack Dorsey, and Walter Isaacson—figures who shape culture and policy, not just corporate strategy and sales.

This year’s lineup of Keynotes and Featured speakers includes:

·  Michelle Obama and Craig Robinson

·      Kasley Killam, a leading expert in social health

·      Jay Graber, CEO of decentralized social media startup Bluesky

·      Kevin O’Leary and Frank McCourt, thought leaders

·      Eddy Cue and Ben Stiller, Apple

·      Mark Cuban

·      Chelsea Clinton, Nancy Northup, Dr. Jamila Taylor, and Rachel Scott, leading voices in women’s rights advocacy

·      Cristiano Amon, and Dr.Rumman Chowdhury, experts in AI and ethics

·      Leaders from Disney, Amazon, and Mozilla, discussing not just what their companies build, but how technology is shaping our world.

Other noteworthy keynote presenters: John Fogerty, music legend and the actor, Kevin Bacon.

The Featured Sessions

In addition, there are over 200 featured sessions that include conversations with prominent figures discussing transformative concepts shaping the future,  deep dives into specific topics by experts, and workshops and mentoring session

This year, I will be attending sessions on topics like how to shape the future (led by Google’s Chief Innovation Evangelist), 10 breakthrough technologies in 2025, cybersecurity, how to create good designs, the future of technology, rethinking the imposter syndrome, and deepfakes. And that’s just the first day. Other session I hope to attend will focus on AI impact and ethics, justice, and storytelling in the digital age.

The Exhibit Hall

Yes, there is an Exhibit Hall as SXSW. Butthe focus and atmosphere of the SXSW exhibit hall is different than your typical conference. Most conference exhibit halls are showcases for vendor products and launchpads for the latest products.

SXSW, on the other hand, takes a more diverse and multidisciplinary approach. Its exhibit hall isn’t just about the latest products—it’s about how technology intersects with society, culture, and business. The SXSW Expo includes dedicated pavilions for innovation, social impact, global trends, entertainment, and health and wellness. Exhibitors range from startups and tech disruptors to social enterprises and policy innovators.

SXSW is about conversation and collaboration. The SXSW Exhibit is designed to foster dialogue between abouthow technology is reshaping industries, law, and daily life.

Why SXSW Matters for the Legal Profession

So why am I, a lawyer and legal technology blogger here?

Clearly, the legal industry is at a crossroads. Rapid advancements in AI and technology are reshaping everything from client expectations to the fundamental business model and structure of law firms.  SXSW provides insights into technological, cultural, and business trends that will impact legal practice, regulation, and ethics. The more exposure to emerging trends, the better prepared the profession will be. It’s about issue and trend spotting. 

Secondly, SXSW is a place where industry leaders debate how laws should evolve to keep up with innovation. Lawyers and legal professionals obviously need to anticipate regulatory challenges before they happen—whether it’s AI governance, privacy laws, or digital rights.

Third, law firms are under pressure to move beyond the billable-hour model and embrace more value-driven pricing structures. AI, automation, and client expectations are forcing law firms to rethink how legal services are delivered and priced. Many of the conversations at SXSW touch on these themes—not just in law, but in professional services more broadly.

Finally, SXSW isn’t theoretical—it’s about real-world impact. Discussions on AI bias, platform liability, misinformation laws, decentralized governance, cybersecurity, copyright, licensing, digital rights and compliance aren’t just academic—they’re shaping the policies that will affect law firms, in-house counsel, and legal decision-making.

So Why Go to SXSW?

The conversations at SXSW aren’t just about what’s happening now—they’re about where we’re headed. That’s why I’m here. To listen, to learn, and to be part of the conversations that will impact the future of legal.

Stephen Embry is a lawyer, speaker, blogger and writer. He publishes TechLaw Crossroads, a blog devoted to the examination of the tension between technology, the law, and the practice of law.

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