Each spring, over 200,000+ people flock to Austin, TX for SXSW, a singular blend of festival and conference where exploration, education, and connection converge harmoniously. Amidst the bustling streets, the city pulses with diversity, impact, and vitality, offering a rich tapestry of human experiences. This is a useful reminder and counterpoint to all the technology on display. As technology and our world advances and opportunities to connect and experience life virtually intensifies, so does our desire and appreciation for in-person human connection.
In an era where technology seems to increasingly dominate our lives, it's easy to overlook the fundamental importance of human connection. However, creative and tech visionaries are leveraging technology like Augmented Reality (AR) to bridge this gap and foster meaningful connections within communities, particularly in environments like live events. In sessions at SXSW, I saw innovative approaches such as using AR to unite individuals within sports stadiums by creating virtual communities based on shared interests and experiences. Through live APIs, fans can celebrate together virtually, enhancing the sense of camaraderie despite physical distance. Experts recognized the potential of AR in Formula One, making recommendations such as utilizing this technology to provide interactive stats and enhance the fan experience. This integration of AR not only augments in-person experiences but also extends them to a wider audience, breaking down barriers and fostering deeper interaction. Moreover, by personalizing experiences, brands may be able to create relevance and strengthen brand recognition, as seen in the integration of AR into once static items like mailers to transform mundane experiences into interactive and immersive ones.
Amidst the multifaceted chaos of SXSW, perhaps the most chaotic event is the Creative Expo, where everyone from small startups to large countries set up promotional booths. I was particularly impressed with a large congregation of startups building the Korean metaverse. In a year when AI is on everyone’s lips, these booths proved that some are still doing the less-hyped but much-needed work of commercializing AR/VR applications. While a handful were focused on lifelike avatar generation and one startup hoped to tackle remote driving, the technology that stood out most to me was a haptics streaming platform for sports and gaming introduced by a startup.
I participated in an early demo where a demonstrator, equipped with a wrist sensor, knocked on wood and cut through cardboard. By holding a paired haptic device, I felt each of those vibrations uniquely as if I were doing the activity myself. Now, imagine watching a soccer game where your favorite player is equipped with a simple sensor wrapped around their ankle: whenever the athlete kicks the ball, you could feel the exact vibrations the athlete feels on their leg, but as a spectator, sitting in the stands or thousands of miles away. As these technologies progress, the very notion of a ‘spectator sport’ is poised to change for good.
SXSW served as reminder that it isn't simply about novelty; it's about enhancing the meaning and utility of everyday interactions and experiences. Take incorporating XR, VR and AR into the hybrid work environment and educational systems. We could create a space where inclusivity and learning at one's own pace are prioritized, making ordinary days extraordinary and unlocking new possibilities for exploration and connection. In this digital age, emerging technology isn't just a tool for entertainment or marketing; it's a catalyst for facilitating a deeper and more meaningful human experience.
The events of 2020 brought a renewed appreciation for in-person interaction. Many of us realized how much we had taken these moments for granted. Personally, this realization deepened my love for meaningful connections and impactful experiences shared with others. Amidst discussions about emerging tech and futuristic ideas, it was reassuring to hear a recurring theme: the aim is not to replace human interaction but to enrich live experiences for those in person and enhance virtual experiences for those unable to be present. Reflecting on this, I find solace in the evolution of the technologies we use to connect. From letters to telephones to video calls, each advancement has brought us closer. And while holograms may one day surpass video calls, nothing can replace the warmth of physical interaction. Yet, I'm excited about the convenience of staying connected with loved ones. While a carrier pigeon may have sufficed in the past, I'm thrilled to have more immediate ways to reach out to my big brother or hear about my grandma's latest adventures at the grocery store. In this evolving landscape, technology serves not to replace but to enhance our human connections, allowing us to cherish both the present and the future.
Abria Perry | Deloitte Office of the CTO Strategist with Abhijith Ravinutala | Deloitte Office of the CTO Journalist Editor, as a contributor