---
title: "Unexpected Conversations & Big Ideas: Katy Arnander On SXSW London's Year Two and AI's Evolution"
date: 2026-05-01
source: Deadline
source_url: https://deadline.com/2026/05/sxsw-london-2026-katy-arnander-ai-plans-highlights-1236877917/
tags: [sxsw-london, ai, conference, programming, interview, agbo, waymo]
summary: "SXSW London's Director of Programming Katy Arnander discusses how AI conversations have evolved from 'what is it?' to 'what are the applications?', the Russo brothers' AGBO partnership, Waymo activations, and plans to grow the festival over its 10-year London license."
---

# Unexpected Conversations & Big Ideas: Katy Arnander On SXSW London's Year Two and AI's Evolution

SXSW London returns to Shoreditch this June for its second edition, and Director of Programming Katy Arnander sat down with Deadline to share what the team learned from year one and how the festival is evolving — with AI at the center of the conversation.

## What Worked in Year One

SXSW London drew over 25,000 attendees in its inaugural year, providing a wealth of data about audience behavior and cross-track engagement. Arnander highlighted that "big-hitter names who have useful and important things to contribute" resonated most — citing ABBA's Björn Ulvaeus speaking about AI and music, and former UK Prime Minister Tony Blair in conversation with then-Technology Minister Peter Kyle on how AI will transform government.

The King's visit was another standout moment from year one.

"Unexpected conversations with high-profile names are always bullseye moments," Arnander said, pointing to Colossal Bioscience's Ben Lamm in conversation with Sophie Turner about discovering woolly mammoth DNA. "We call them unexpected pairings and non-obvious conversations."

## AI: From "What Is It?" to Real Applications

The most revealing exchange in the interview centered on how the AI conversation has matured since SXSW London's first edition:

**"It has definitely become more nuanced,"** Arnander said. "A year ago, everybody was talking about, what is it, what's it going to do? Twelve months later, it's incredible how AI is just here. Now, it's what are the applications of it? How can you use AI to help R&D? Let's have a look at AI and misinformation in the world of news and media. Let's look at AI in terms of making music."

This shift from theoretical to practical AI mirrors the broader industry trajectory entering 2027 — where AI agents, automation, and applied machine learning dominate conference agendas rather than introductory AI 101 sessions.

## Year Two Programming Highlights

Arnander revealed several key partnerships and activations for the June 1–6, 2026 festival:

- **AGBO/Russo Brothers**: Joe and Anthony Russo will speak alongside AGBO Chief Creative Officer Don Mustard (formerly of Epic Games)
- **Waymo Activation**: The autonomous vehicle company will have a major public activation, with Arnander teasing that "next year they could turn up to the festival in a Waymo car"
- **Sharon Horgan and Russell T Davies**: Among the high-profile screen program headliners
- **Mentoring Program**: Over 200 mentors across industries
- **Roundtables**: Curated 10-person sessions with moderators for deeper networking

## East London Identity

Arnander emphasized that SXSW London is building its own identity while carrying SXSW Austin's DNA of "bringing people together from tech and business and the creative industries." The London edition adds a visual arts strand — leveraging Shoreditch's street art and YBA (Young British Artists) movement history — which Austin doesn't emphasize.

"What Austin is to Texas, Shoreditch is to London — a slightly alternative melting pot of creativity," she said.

## The 10-Year Vision

SXSW London holds at least a 10-year license, and Arnander is thinking long-term. The 2026 edition adds more public activations in Ely's Yard and Montacute Yards, and the festival's geographic radius — six hours from London — spans not just continental Europe but North Africa and the Middle East.

"There is this sense, more than ever, that people need to be together," Arnander said. "Those serendipitous moments are what SXSW is famous for."