SXSW 2018


Last week in Austin, Texas, the South by Southwest, aka SXSW, was one of the largest and most relevant business events, trends and technology in the world.

We’ve separated here for you some highlits about what happened most interesting over there in the last 10 days.


Presented by Tim O’Reilly, founder and CEO of O’Reilly Media, Inc., a media company specializing in technology and innovation. Tim emphasized ideas about how the evolution of technology will impact our lives directly and how responsible we are in that sense: “we are doing the right thing, but not for the right reason.”

The executive also pointed out that technology is already a reality and has opened the way for the evolution of humanity. For example, the work of Amazon, which now has more than 45,000 robots in its factories, which have brought more efficiency to the manual processes replacing repetitive and manual human work.

The interesting thing is that, contrary to what common sense believes, put that amount of robots to “work” in the company opened more jobs. If you’re curious, the robots now work alongside 230,000 employees.

But where is the error? It would have consisted of something that promotes the opposite of the one carried out by Amazon. O’Reilly commented on a well-known Silicon Valley investor who once said he was investing in a startup that aimed to replace call center teams, reducing the workforce by 30 percent.

In bottom lines: the real motivation we must adopt for the use of technology is to gain more and more efficiency and improve the quality of life of human beings.


The lecture given by Belgian psychotherapist Esther Perel on the future of love, lust and the destiny of others was a turning point in the program, especially on the theme of relationships.

We know that in the business world, this is a factor that can be overlooked at times, but that is of the utmost importance. Chat’s high points:

– Relationship between people is one of the most relevant issues for the human being and the future of society, but it is a very debated subject. The topic strongly implies the level of happiness of all human beings and, precisely because of this, directly influences the future of society as a whole;

– The major factor of change was the migration of communities (who previously lived in tribes) to the cities. The great achievement of the human being with this transition was freedom, something that was previously non-existent. But today, people are more isolated and alone;

– Because of this loneliness, a person puts all expectations in his partner – a situation that was previously solved by several people in the tribe: loneliness creates expectation in intimate relationships and this is a very large burden;

– The search for the couple is a paradox between security versus adventure, love versus passion. You have to find balance in a relationship;

– Power x vulnerability: by the historical evolution of the human being, the man had the role of power, decision making, and the woman had the strength of sexuality and this implied in their vulnerability. Today, with women’s empowerment, it is not enough that women gain strength, relationships must evolve together, that is, men must also evolve their vulnerability and ability to share and express.

According to Esther, “the quality of your relationships is what determines the quality of your life.”


How can Artificial Intelligence (AI) transform the industry?

Artificial intelligence is not a new subject, but it is one that still represents a mystery. After all, this technology has enormous potential, but it still needs to be explored by the industry. In that sense, the speakers Adam Cheyer, from Viv Labs; Daphne Koller of Calico Labs; Loic Le Meur, from; and Nell Watson of Singularity University point to the applications of AI adoption.

First of all, one must understand the main differences between artificial intelligence and human intelligence. An interesting parallel on this point is the operation of the Alpha Go program, developed by DeepMind (a company of the Alphabet group, also owned by Google).

Through artificial intelligence, a robot was created that analyzed how a human being played and erred, and with that, he began to gain from the human, because he could understand his way of thinking and started to predict his mistakes. In parallel, Google created another robot, also using AI, but the latter did not gain any human information – that is, the program played alone and learned from its own mistakes. The robot with AI without human input gained from 100 to 0 of the robot with AI that learned with human errors.


With over 300 million albums sold and a career spanning more than 40 years, Nile Rodgers is a guy who knows a thing or two about doing this in the music business. He returned to the SXSW stage this year to share his sage with wisdom, incredible stories and, hopefully, some of his magic.

Niles started at seven, playing everything from the flute, piano and brass instruments before settling on the guitar. This taught him to appreciate working with others as of the creative process informing his views on revolution and resistance.This spirit of collaboration became the hallmark of his career, though Rodgers is slow to call it a key to his success. Niles says that he doesn’t have a specific magic formula, as most of his collaborations occur by happenstance

The ability to touch the souls of millions of strangers is something Nile Rodgers doesn’t take lightly or for granted and perhaps that is his ultimate secret. To take the job of soul stirrer as seriously as one can, while keeping the groove moving.


Hundreds of people went to the Moody Theater to hear Musk answer questions from the audience. One of the world’s references in innovation, the entrepreneur spoke about the threats of artificial intelligence, the future arrival of mankind to Mars (will be?) And mobility.

Humans arrive to Mars
According to Musk, in the short term, what we need to go to Mars is to build the spacecraft and there is progress in this sense. Once it is ready and it is possible to bring people to and from the Moon, financial resources will be needed because everything that allows civilization will have to be built. This is the case for power stations and glass domes for planting food, for example. Without it we will not survive. And it will be harder to do that in a place like the moon or mars. At times, they play that the Moon could become a home for wealthy rest, but it will not be like that at all. Going to the moon or to Mars will be difficult, dangerous and you will have a good chance of getting killed. But there will be an explosion of entrepreneurship, because Mars will need everything. By the way, I think the planet should have great bars. SpaceX should start making short, up and down flights with the aircraft we are building to go to the planet next year.

For Elon Musk, there was only a 10 percent chance that their companies SpaceX and Tesla would succeed. Even so, he insisted on SpaceX because he saw that there were no advances in sending people to Mars or setting up a base on the Moon. Following that idea, Elon found the price of the rockets and concluded that there must be some way to solve this problem. One of the challenges was to make rockets reusable. SpaceX was created in 2002, at that time, it did not allow its friends to invest because it did not want them to lose money. He would rather lose his own. And SpaceX almost certainly went bankrupt. There were resources for three flights and all three failed. If the fourth release had not worked, it would have been the end of SpaceX.

The Boring Company
According to Musk, the Boring Company began more as a joke because it was a funny name for a company. For four or five years, whenever he made a presentation, he was asked about business opportunities, he would talk in tunnels – “please, somebody build tunnels,” I would say. After five years of pleading with people to build tunnels and nothing, he thought, “OK, I’m going to build the tunnels” (Boring Company is developing Hyperloop, a high-speed tunnel-operated transportation system). People usually like the idea of having a flying car, but it’s worth thinking if it would really be cool if everyone on our side also had one. Does not look so good, does it? With Boring Company, according to Elon, it spends only about 2 percent of its time, although it is the subject of 20 percent of its tweets, according to the executive, he enjoys the company but spends little time with it.

Artificial intelligence
Elon Musk had no potato chips saying that artificial intelligence experts think they know more than they know and that they are smarter than they are. For him, we’re close to a turning point in AI and this is very scary. The advances are occurring very fast and the potential for evolution is exponential. No one expected such rapidity in projecting past projections.

The learning curve improves dramatically, and we must ensure that the advancement of digital intelligence is symbiotic with humanity. Musk still says that this is the biggest and most important existential crisis we have been through.

The executive is usually not a regulatory advocate, but this is a case in which there is a great risk to the public. For him, there should be a body responsible for ensuring that everyone is developing AI safely. This is the most important thing we could do: “I think the danger of AI is much greater than that of nuclear weapons. By far. And no one would ever think it normal to let people create nuclear weapons if they wanted to. It would be insane. ”


In a speech titled “Developing for the Age of Digital Assistants,” Google’s Digital Assistant Product Manager Brad Adams introduced a number of features and components that make up Google Home from microphones and software capable of identifying activation keywords such as “hey, Google,” “hey, Siri,” and “Alexa,” as well as the intelligence embedded in each device so it does not have to traffic data across the network to identify an activation.

Another point highlighted by Adams was the DialogFlow, a technology platform created by Google to support human-computer interactions using natural language of conversation, which is applied in Google Home. In addition to quickly presenting the platform, Adams has launched the challenge for new use cases to be created, obviously leveraging the use of the digital assistant.

Christopher Ferrel in his lecture titled “I’ve Got No Screens: Internet’s Screenless Future” presented interesting numbers: in 2020 about 30% of web surfing will be done screenless, with only in the US more than 10 million homes will have a screenless device with an estimated total of 60 million users, ranging from dash buttons, headphones, motion-sensing controls, digital assistants and more.

For Ferrel, the change of paradigm should happen in several fronts, among them:

– From Mobile First to Voice First (Mobile First -> Voice First)

– Screen to Speakers (Screen -> Speakers)

– From Visual Navigation to Audio Navigation (Visual Web -> Audio Web)

– Head Up Chin Up (Face-down -> Chin-up)

Some videos and reviews of technology use cases were also presented, such as the very funny video of a grandmother using Google for the first time, the case of the Dallas girl who asked for a Doll House and Cookies worth US $ Using Alexa and her son’s touching testimony about the voice assistant to have become his father’s best friend (who is blind).

For those who attended the lecture is sure of the great contribution and convenience that the screenless brings to the users, the important thing is to work to find the best way to use all this technology.


Natura held a panel in which it talked about how a company can be a company B, that is, have the resolution of socio-environmental problems as a compromise. However, the one who stood out was an entrepreneur: she is Ivoneide Vale, a Natura consultant who runs the Institut Banco Tupinambá, a community bank that offers credit to the residents of Baía do Sol, a neighborhood in Belém (PA).

Ivoneide has been a consultant to Natura for three decades. The money she earned from beauty products helped make up the family income. But a dissatisfaction made her decide to create another project. “The Baía do Sol has about 7 thousand residents. People generally have good living conditions, but the money they earned was not used in the region and did not help our development” she says.

In 2009, seeking to change this scenario, Ivoneide opened the Banco Tupinambá Institute. It is a community bank, which aims to develop a region. For this, the institution usually handles microcredit at lower prices and has a local currency, only accepted in the bank community, which offers discounts to those who use it. In the case of Tupinambá, the coin is called moqueio. “This was the name of a technique the natives used to make the meat last longer. With the bank, we want our community to last for a long time as well. ”

Since the opening of Tupinambá, almost 1,400 loans have been granted to help the community open and expand its business. In total, R $ 1.5 million in benefits were given to residents of Baía do Sol.

In addition to the “cooperative banker”, Andrea Alvares, Natura’s vice president of marketing and innovation, participated in the conversation; Khalea Underwood of Refinery 29, content producer focused on young women; and Kim Coupounas, director of B Lab, an entity that certifies B companies around the world.

In addition to these highlits, many other relevant subjects have been discussed and presented and you can find various podcasts and other content here on the 10-day event here:

Information found on the following websites: Okay PlayerUolÉpoca NegóciosHSM and Squidit.

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