SXSW 2017
Schedule shortcut
March 2017
@nickfarnhill

Friday 10.03.17
2

3
Live Q&A at SXSW: #AskGaryVee
with Gary Vaynerchuk
Austin Convention Centre, Ballroom EFG
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP93818
You may have seen Gary Vaynerchuk’s keynotes or watched his day-in-the-
life videos showing this business leader and true hustler in action. Now, get
ready to go even more in-depth with @GaryVee in this SXSW edition of
#AskGaryVee. In this talk, you’ll get to ask SXSW legend and master of
business-building, marketing, social media, entrepreneurship and life-
hacking anything and everything you’ve ever wanted to know. Expect no-
holds-barred answers.
Gary Vaynerchuk is a three-time New York Times bestselling author,
storytelling entrepreneur, and self-trained social media expert. As CEO of
VaynerMedia, a new breed of digital agency that helps Fortune 500
companies tell their stories using social media, Gary is recognized
internationally as one of the top people every entrepreneur should follow
on Twitter.

4
Reinventing Japan's Innovation
Culture
JW MARRIOTT SALON C
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP67224
Japan built its economy and changed the world through its innovation and
application of technology. But the innovation strategies and cultures that
brought about this economic miracle have clearly been on decline for the
last two decades. The panel discusses Japan's challenges and
opportunities in reinventing itself, and the way that it innovates.
Kunitake Ando is the former CEO of Sony, and is now helping to reinvent
how Japan's tech industry innovates and competes in an increasingly past-
past and unpredictable competitive environment.
Kunitake Ando was the CEO of Sony Corporation from 2000-2005

5
Miso Soup & Prototyping:
The Future of Advertising
JW MARRIOTT SALON C
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP96955
As a digital production company within a Tokyo-based ad agency group,
we’ve cultivated our unique style to ‘ferment’ new digital technologies that
can be utilised for marketers to deliver the true value of their products or
services, and enhance consumers’ everyday lives.
Introduced in this session are some unique cases to demonstrate our
original concept ‘Prototype to Business’ to change people’s mindset and
sentiment, by exerting our digital technology expertise.
With specialty digital technology, along with the ability to extract
marketing and social issues, we can open up new possibilities of brands
and marketing, and people’s lifestyles.

6
Convergence Keynote:
Cory Richards
AUSTIN CONVENTION CENTRE BALLROOM D
2.00pm-3.00pm
http://schedule.sxsw.com/2017/events/PP93853
A climber and visual storyteller, Cory Richards was named National
Geographic Adventurer of the Year (2012) and a National Geographic
Fellow (2015).
His photography has appeared in National Geographic Magazine, Outside
Magazine, Man of the World, and The New York Times.

7
A Tale of Murder:
Why Netflix Killed Max
JW MARRIOTT SALON FG
3.30pm-4.30pm
http://schedule.sxsw.com/2017/events/PP65361
Would you ever kill something you created? At Netflix, every new feature is
rigorously tested before they release it to the general public. Meet Max,
Netflix’s talking concierge service who was successful in testing, had
significant time and financial investment, but still met his demise two and
half years after his creation.
So why did Netflix decide to kill him rather than release him to their 85+
million members worldwide? In this session, Sam Horner will share
learnings from Max and a number of Netflix design projects. He will discuss
how to evaluate a project’s success or failure and how this influences
whether to pursue the idea further, or to kill something you are highly
invested in.

8
Finland: The Hotbed of
Technology and Startups
AUSTIN CONVENTION CENTRE ROOM 5ABC
3.30pm-4.30pm
http://schedule.sxsw.com/2017/events/PP96833
Finland has strong background in mobile technology and ICT, but recently
Finland has made inroads in many other industries, like games (e.g. Clash
of Clans, Angry Birds), health & wellbeing (e.g. wearable heart rate
monitors) and Cleantech.
This session investigates the Finnish Technology ecosystem, ranging from
VC-funded startups to possibilities for bigger foreign companies to transfer
R&D functions to Finland (Foreign Direct Investments).
We will also investigate the reasons behind recent emergence of startups in
Finland. Finnish society is highly supportive of entrepreneurship, with a
flourishing Silicon Valley-inspired business culture. Wired listed Finland as
one of the best countries for start-ups and the annual Slush start-up event
in Helsinki is among the largest in the world.

9
Featured Speaker:
Alexis Ohanian
AUSTIN CONVENTION CENTRE ROOM 18ABCD
3.30pm-4.30pm
http://schedule.sxsw.com/events/PP96908?_ga=1.189313900.693691663.1488192755
Alexis is the cofounder of Reddit, bestselling author of Without Their
Permission, and an activist for the open internet. He currently spends his
free time investing in and advising startups.

10
How Innovation is Better in Africa
HILTON AUSTIN DOWNTOWN ROOM 400-402
5.00pm-6.00pm
http://schedule.sxsw.com/2017/events/PP60125
Africa's unique problems have resulted in a unique brand of innovation out
of necessity, often using mobile phones. Because we have real problems,
the only way to solve them is by ourselves. More people in Africa have a
phone than access to electricity (500m), but so to do 1.5bn people globally.
These are the same problems the world is facing, so when we solve them,
we do it for everyone. Africa's innovative spirit has produced mobile
payments like M-Pesa (through which 40% of Kenya's GDP is transacted)
and other ground-breaking innovations like M-Kopa, WeFarm and BRCK.
Africans are world leaders in frugal innovation. Africa is not just mobile-first,
it is a mobile-only continent.

Saturday 11.03.17
11

12
Talk to the Brand:
Bots & the Chatty Marketer
SHERATON AUSTIN CAPITOL BALLROOM
9.30am-10.30am
http://schedule.sxsw.com/2017/events/PP69413
Brands want to talk to you…or at least their bots do. As mobile messaging
platforms become the new face of social, marketers are looking to the high
tech of AI and machine learning to seem more human to customers.
But what happens when brands want to be your robotic valet, your
mechanical friend? How does conversational marketing change the
“relationship” between consumer and brand, if at all? Is the marketing bot
trend really serving customers better through more personalised and
personable interactions?
Or is it just another transparent ploy by marketers to be the branded best
bud that consumers really don’t need?

13
Design in Tech Report 2017
JW MARRIOTT SALON FG
9.30am-10.30pm
http://schedule.sxsw.com/2017/events/PP60273
Today’s most beloved technology products and services balance design
and engineering in a way that perfectly blends form and function.
Businesses started by designers have created billions of dollars of value,
are raising billions in capital, and VC firms increasingly see the importance
of design.
In the third annual Design and Technology Trends Report, John Maeda,
Automattic’s Global Head of Computational Design and Inclusion and
Strategic Advisor to KPCB, will provide a data-driven examination of the
intersection of design and technology, and its implications for business.

14
Rise of the Good Machines
COURTYARD MARRIOTT RIO GRANDE BALLROOM
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP69240
In this session, the speakers will discuss the next burning platform for
conversational commerce, customer service, and digital assistance - the
proliferation of messaging platforms and their increasing use.
You will walk away with valuable knowledge on how your enterprise can
benefit through chatbot platforms that promise to reduce costs, improve
marketing effectiveness, and focus humans back to higher-value add
activity and more complex problems.

15
The Rise of Maker Cities
PALMER EVENTS CENTRE SXSW CREATE STAGE
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP96897
This will be a discussion about the rise of the Maker Movement and its
impact on cities.
Topics discussed will present how leading cities are embracing the maker
movement and the manufacturing renaissance.
The first city built from the ground up with a maker village at its centre will
also be reviewed.

16
B2A Marketing: Selling to the
New AI Consumer
HALF STEP
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP69434
Increasingly the power of making decisions is being delegated to
algorithms and “bots”. From self-driving cars to robo-traders, people are
more-and-more comfortable allowing software to make critical day-to-day
decisions.
As comparison shopping tools, automated personal shoppers, and
shopping bots mature purchase consumer purchasing decision-making
power rapidly being ceded to algorithms, requiring that we completely
reframe the marketing industry. To put it another way, the AI robot overlords
are coming, and they have credit cards.
This panel will discuss the potential implications and methods of a B2A
marketing and the industries most likely to see an impact.

17
Ready Or Not, The Bots Have
Risen!
JW MARRIOTT SALON D
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP63922
Advances in contextual search, and the rise of bots and digital assistants,
are changing the way consumers search for and discover information. It’s
also created a world where companies who were once viewed as purely
competitors have become frenemies, encouraging partnership and
collaboration to help create the best and most seamless experience for
users. But are bots truly helping us find better information, faster?
Executives from Yahoo, Amazon, Assist and Pandorabots, will discuss
how this new interaction model will be the future of how we find the
information we want and need from the brands we love, whether it’s from a
bot or not.

18
IoT & the Shoppertainment Era
SHERATON AUSTIN CAPITOL BALLROOM
2.00pm-3.00pm
http://schedule.sxsw.com/2017/events/PP69457
After a decade of being beaten down by online alternatives, brick and
mortar retail is poised to bring the Internet into stores to serve and even
entertain customers in new ways.
Shelves will know who is perusing them. Signage will update in real time
and tag could sport personalised pricing. Carts will read your shopping
lists to optimise your aisle crawl. Smart mirrors will let shoppers virtually try
on clothing. Sensors everywhere and machine learning will keep your local
stores stocked with just what you now.
Can the Internet of Things save retail…and even make shopping more fun?

19
Payments Gone Viral: The Rise of
Social Commerce
JW MARRIOTT SALON D
3.30pm-4.30pm
http://schedule.sxsw.com/2017/events/PP63367
Augmented reality. Hashtag payments. Messenger bots. The payments
space is fundamentally changing: cash and checks gave way to credit and
debit cards, which are now being replaced by apps. In an era where social
proof reigns supreme, how is social media shaping the future of commerce?
Meet a diverse cross-section of companies pioneering social payments: the
ability to buy, pay and give on social media. Moderated by finance veteran
Hans Morris (Visa, Citigroup, Nyca Partners), this session shows how the
latest technologies enable people to pay where they play.
Learn what is and isn’t working in various verticals--from charity to
commerce to P2P--and what it means for the future of payments.

20
HI + AI: What's the Future of
Intelligence?
JW MARRIOTT SALON 5-6
5.00pm-6.00pm
http://schedule.sxsw.com/2017/events/PP96436
Evolution is increasingly self directed. The line between what’s a tool and
what’s a talent grows less clear each passing day. The future of intelligence
is profoundly contested.
Are human intelligence (HI) and artificial intelligence (HI) in competition, or
can their collaboration lead to exponential productivity? Is biology just
another codebase that can be programmed? What about the brain?
This panel features leading minds from HI (Braintree, OSFund and Kernel
founder Bryan Johnson), AI (Siri and Viv founder Adam Cheyer), and
synthetic biology (Ginko Bioworks founder Reshma Shetty).
In a lively discussion moderated by Play Big Inc’s Nancy Giordano, we’ll
vigorously debate technology’s role in our lives and in our bodies.

Sunday 12.03.17
21

22
The Art of Pre-suasion
AUSTIN CONVENTION CENTRE BALLROOM EFG
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP93819
This panel features the legendary social psychologist Bob Cialdini
discussing the art of pre-suasion and persuasion.
Cialdini is the author of Influence—The Psychology of Persuasion and the
newly published Pre-suasion—A Revolutionary Way to Influence and
Persuade.
He will be interviewed by Guy Kawasaki, the chief evangelist of Canva and
author of Enchantment. Attend this panel if you want to learn how to
change people’s hearts, minds, and actions.

23
Life After Gawker
AUSTIN CONVENTION CENTRE BALLROOM D
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP68797
Nick Denton, CEO of Gawker, recently told CNN, “The best regulator for
speech is more speech.”
For SXSW 2017, Jeff Goodby, Goodby Silverstein & Partners Co-Chairman,
will interview Gawker’s Denton, focusing on the issue of our first
amendment rights in the Internet era, a grave concern to SXSW attendees.
In this lively discussion, Goodby and Denton will discuss the future of news
delivery, freedom of the press online, and the shadow forces that are
working to undermine this constitutional right.

24
The Future of Luxury
HYATT REGENCY AUSTIN ZILKER BALLROOM 2
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP68297
Luxury is changing. Brands and organisations are evolving rapidly to stay
relevant.
Thought leaders from Diageo, Jaguar Land Rover, PSFK and Warrior
Poets will meet to debate the meaning of luxury in a rapidly changing
marketplace and how brands can keep pace.
In a world in which buyers prize experience over ownership, technology
services outpace almost any premium brand offering, and ostentatious
consumption is largely frowned upon, how do we define luxury to remain
relevant? What are the most valuable currencies of luxury and how are
they changing the role of brands in society? How is the luxury consumer
changing, and how must we adapt to better meet their wants and needs?

25
Computers, We Should Talk:
The Conversational Web
JW MARRIOTT SALON 7
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP61871
We’re close to having full-on conversations with our computers, and that’s a
good thing. The web is evolving from a browser-based, text-heavy
experience to one that’s based on natural spoken language, context, and
artificial intelligence. But our current systems and social attitudes will need
an adjustment before conversational computing becomes mainstream.
How will voice interfaces become the next big thing for the web, and what
needs to happen from a consumer standpoint? Bigger than web browsers,
conversational computing could harness the power and reach of mobile
and make computing accessible to people of all ages, socioeconomic
backgrounds and cultures. Hey computers, we should talk.

26
Vint Cerf: An Internet For And
By The People
JW MARRIOTT SALON 5-6
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP62194
One of the Internet's fathers, Vint Cerf, Chief Internet Evangelist at Google
and Founder of the People-Centred Internet (PCI) makes his first-ever SXSW
appearance to provide a future Internet forecast.
Find out about the unprecedented partnership opportunities between the
technology community and international/private finance that will help
connect the three billion people who don't yet have access to the Internet.
Learn about infrastructure development and the future of IoT. Find out how
the PCI is advocating to make the future internet globally accessible, trust-
driven, opportunity and benefit laden for all -- and how you can engage!
Part of the IEEE Tech for Humanity Series.

27
A Conversation with
Nick Offerman
AUSTIN CONVENTION CENTRE ROOM 18ABCD
12.30pm-1.30pm
http://schedule.sxsw.com/events/PP96758?_ga=1.226392925.693691663.1488192755
Nick Offerman is an actor, writer, and woodworker best known for his role
as ‘Ron Swanson’ on NBC’s hit comedy Parks & Recreation.
Offerman recently starred alongside Michael Keaton in The Weinstein
Company’s The Founder.

28
Space 360: Experience NASA
Missions in VR/AR/Video
AUSTIN CONVENTION CENTER ROOM 6AB
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP63939
Space exploration has been the realm of robots and astronauts -- until now.
NASA is using immersive storytelling tools like Facebook 360, YouTube 360,
Google Cardboard and Microsoft HoloLens to convert mission data into
shared experiences for people on Earth.
As both content producer and content provider, see how and why NASA's
Jet Propulsion Laboratory shares its robotic missions, from the Curiosity
rover on Mars to the Juno spacecraft at Jupiter, and beyond. Meet the
producers behind the projects, see the tools for yourself, and get resources
to create your own space VR/AR and 360 videos. We'll travel through space
without ever leaving Austin.

29
Faces & Digital Spaces:
Transforming Beauty
HANGAR LOUNGE
2.00pm-3.00pm
http://schedule.sxsw.com/2017/events/PP69416
Tech is changing the beauty world: from algorithms that mix the perfect
makeup blend through to augmented reality apps and crowd-sourced
beauty products. With so much experimental innovation going on, it’s fair to
say that the business of beauty + tech is truly booming right now - and it's
a boom that sees no sign of quieting down.
The consumer appeal is endless: with experience, engagement and
personalisation all on offer at a friendly luxury price-point. But what are the
specific benefits for brands beyond marketing - and how are the leaders in
this digital space continuing to make headway?
Join this session to learn more about what’s happening now for beauty in
the face of technology.

30
Shop Shifting: How Tech is
Changing Commerce
COURTYARD MARRIOTT RIO GRANDE BALLROOM
3.30pm-4.30pm
http://schedule.sxsw.com/2017/events/PP69317
Imagine snapping a picture of a stranger’s coat and buying it online on the
spot, or picking up a product—without ever pulling out your wallet—at a
grab-and-go supermarket.
Those fantasies are fast becoming realities, and they’re powered by recent
breakthroughs in A.I. and next-gen UX. These technologies will transform the
way we shop, raising consumers’ expectations and forcing brands to
continuously work to make shopping a better experience than ever before.
Join speakers as they demonstrate how upcoming advancements in A.I., AR,
VR, bots and home assistants can be combined throughout the shopping
process—from prediction to purchase—to delight customers and drive
sales.

31
Play Forward: Why, What &
How of Brands & Start-Ups
COURTYARD MARRIOTT RIO GRANDE BALLROOM
5.00pm-6.00pm
http://schedule.sxsw.com/2017/events/PP69320
Brands must get beyond the hype of working with new agencies,
technologies and start-ups, and focus on building meaningful, harmonious
relationships that will be better for them, their customers and even society.
This session will draw upon our panel’s experiences creating scaled
relationships between smaller agencies and existing brands - such as
Unilever Foundry - from an agency and corporate perspective.
The audience will take away real solutions for structuring their own
relationships with start-ups, real reasons for doing so, and advice on how --
and how not -- to kick things off.

Monday 13.03.17
32

33
Film Keynote: Gareth Edwards
AUSTIN CONVENTION CENTER ROOM 18ABCD
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP93872
Currently in post-production on his third feature film, the much anticipated
Rogue One: A Star Wars Story (watch the newly-released trailer here),
Gareth Edwards is no stranger to pushing the boundaries of filmmaking.
Gareth dived into the world of computer graphics, and through a
combination of creativity and innovation, successfully made a career in the
visual effects world, winning a number of awards including a BAFTA for the
BBC documentary Hiroshima.
In 2005, he was named one of Broadcast Magazine’s ‘Young Talent of the
Year’. Edwards went on to make Monsters, a sci fi road-movie/love-story set
in the backdrop of an alien invasion. Monsters, which world premiered at
SXSW, was a huge critical success, earning Edwards a BAFTA nomination
for Outstanding Debut as well as a multitude of other wins around the
world, drawing the attention of Hollywood and leading to the opportunity
to direct Legendary’s epic rebirth of arguably the most recognized monster
of the 20th century – Godzilla.

34
The Fashion Designer in the Age
of Social Media
AUSTIN CONVENTION CENTER BALLROOM D
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP62979
Marc Jacobs is one of the most celebrated and recognized fashion
designers of his generation. He has an uncanny ability to spot who and
what is "next" in popular culture and fashion before his peers. He has also
used his own image on social media and in cinema to a remarkable and
often controversial effect.
In a fearless, funny, and relentlessly honest conversation with Vogue's
Creative Digital Director Sally Singer, Marc unveils what inspires him now,
why he posts what he posts, and how the blurring of the lines between
luxury and mass has continued to change his industry and our culture
generally.

35
How New Media is Redefining
the Meaning of Luxury
JW MARRIOTT SALON 3-4
11.00am-12.00pm
http://schedule.sxsw.com/2017/events/PP68151
How will millennials embrace the business of luxury — and what that term
means in their lives — in an ever unpredictable social and economic
climate? Is modern luxury still contingent on lofty price tags and "status"
labels, and if so, why are some of today's most covetable brands more
affordable and personal than ever?
Christene Barberich, co-founder and Global Editor in Chief of Refinery29,
will lead a discussion on the evolving link between brands and the millennial
consumer, speaking with Jonathan Cheung, Levi's Head of Design, and
Maxine Bedat, founder of Zady, who will each provide a unique
perspective on how two pivotal, future-facing brands are redefining luxury.

36
Not Your Mama's Wearables
JW MARRIOTT SALON 5-6
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP63067
Thad Starner is a visionary pioneer and mastermind in wearable
computing whose cutting edge innovations bridge critical gaps between
people, machines, and their environments.
Hear lessons from his journey as an MIT student, Professor at Georgia Tech
and longstanding Technical Lead for Google Glass. See how his work in
voiceless speech recognition and brain-computer interfaces can help fuse
our bodies, minds and devices to create more seamless future UX.
Learn how Thad's leading-edge wearables enable subconscious learning
and leverage AI and machine learning to enable communication between
people, dogs and dolphins!

37
Ray and Amy Kurzweil on
Collaboration and the Future
AUSTIN CONVENTION CENTER BALLROOM D
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP95794
Ray Kurzweil, best-selling author, recipient of The National Medal of
Technology, and a director of engineering at Google, in conversation with
his daughter Amy Kurzweil, New Yorker cartoonist and author of the
critically-acclaimed graphic memoir, Flying Couch (NY Times: Best of 2016).
The two will discuss their creative work, inspirations, and collaborations
across disciplines, while speculating about the future of storytelling, the
arts and technology.

38
FBI Director James Comey in
Conversation with Jeffrey Herbst,
CEO of the Newseum
HILTON AUSTIN DOWNTOWN SALON H
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP68992
FBI Director James Comey and Newseum President and CEO Jeffrey
Herbst will discuss challenges to our national security. What threats do we
face from terrorist groups overseas and from homegrown violent
extremists? Does the FBI have the tools and the resources needed to
confront emerging cyber issues? How does encryption impact the work of
law enforcement? Can we strike the right balance between privacy, public
safety and security?
Comey and Herbst will talk about how today’s FBI works to protect the
public while safeguarding civil liberties, civil rights, and the rule of law.

39
Interactive Keynote: Adam Grant
AUSTIN CONVENTION CENTER BALLROOM D
2.00pm-3.00pm
http://schedule.sxsw.com/events/PP93879?_ga=1.218519646.693691663.1488192755
Adam Grant, Wharton’s top-rated teacher and a New York Times writer on
work and psychology, and author ofOriginals: How Non-Conformists Rule
the Worldand Give and Take: Why Helping Others Drives Our Success.
Grant specialises in building productive cultures of generosity and
originality. He received a standing ovation for his 2016 TED talk on
Originals, his #1 New York Times bestseller on how individuals champion
new ideas and leaders fight groupthink.
Named one of the world’s 25 most influential management thinkers and one
of the 100 most creative people in business, Adam Grant is a leading expert
on how organisations can motivate employees, align teams, and innovate
to achieve success. Adam is currently writing a book with Facebook COO
Sheryl Sandberg titled Option B, which will focus on resilience and facing
adversity.

40
The Future of Fashion:
Products Born Digital
JW MARRIOTT SALON 3-4
2.00pm-3.00pm
http://schedule.sxsw.com/2017/events/PP96633
A new generation of fashion products are being designed with an invisible
layer of digital content and connectivity. Using smart labels and tags
connected to smart software in the cloud, these smart, ‘Born Digital’
products are manufactured with data, media and personalised services
stitched into their very fabric. This enables amazing new content and
commerce experiences for consumers and new marketing models and
analytic insights for brands.
Join the team behind the pioneering BRIGHT BMBR smart jacket to discuss
how combining design, technology, retail and media gives physical
garments a digital life. And how the future of fashion and retail belongs to
brands that are more interesting, more interactive, more characterful and
more useful, with products that are Born Digital.

41
Tuesday 14.03.17

42
AI: How Tech’s Next Revolution
Will Change Lives
AUSTIN CONVENTION CENTER ROOM 18ABCD
9.30am-10.30am
http://schedule.sxsw.com/events/PP69342?_ga=1.227111770.693691663.1488192755
Artificial Intelligence will deliver the next wave of societal transformation on
parallel with the industrial, technical and internet revolutions that preceded
it.
As our AI-fueled future evolves, we have a tremendous opportunity to
address opportunities from scare resource utilisation and scientific
exploration to inclusion and human rights expansion. Intel Executive VP
Diane Bryant will share Intel’s vision for unleashing AI as well as a
perspective on how to accelerate the delivery of #AIforgood. Recognized as
one of the top 50 women in business by Fortune, this is a unique
opportunity to hear from an industry leader on how we will create a new
generation of computing experiences.

43
Fitness & Fashion:
Creating and Scaling Lifestyle
Brands
AUSTIN CONVENTION CENTER BALLROOM EFG
12.30pm-1.30pm
http://schedule.sxsw.com/2017/events/PP96008
Ten years ago, who knew that people nationwide would eagerly spend $30
on an indoor cycling class in a candlelit room, or that a twenty-something
could take on Nike and Lululemon with an up-and-coming line of premium
fitness wear?
Two women, SoulCycle CEO Melanie Whelan and Outdoor Voices CEO
Tyler Haney are defying convention as they build their lifestyle brands. At
different points in their growth cycles, both CEOs are tapping into a surge
of interest around fitness and an emerging culture of wellness. Join to
discuss how they’ve overcome obstacles, reached incredible milestones,
and plan to accelerate growth.

44
Retail Innovation:
Reshaping Customer Experience
COURTYARD MARRIOTT RIO GRANDE BALLROOM
2.00pm-3.00pm
http://schedule.sxsw.com/2017/events/PP69208
Do you really know your customer? Like really know them? You probably
do, you just don't know it yet.
There is no bigger challenge for brands then how to engage consumers
about content and information that really matters. It is dependant on an
intimate relationship involving specific information, hidden in small data
breadcrumbs, that will define their taste and interests. It can be extremely
intimidating to figure out, but not impossible.
We will contextualize this challenge and also explain how achievable it is for
brick-and-mortar brands by showcasing the approach and great results
achieved via a big-data, location based solution that forever changed their
physical consumer experience.

45
A Conversation with Buzz Aldrin
and Jeff Kluger
AUSTIN CONVENTION CENTER ROOM 18ABCD
2.00pm-3.00pm
http://schedule.sxsw.com/2017/events/PP96737
Buzz Aldrin is an American engineer and former astronaut known for his
historic Apollo 11 moonwalk with colleague Neil Armstrong. Since retiring
from NASA and the U.S. Air Force, Aldrin has remained a tireless advocate
for human space exploration. Jeffrey Kluger is the Editor at Large for Time
magazine and Time.com, principally covering science and social issues.

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This is Not a Game...or a Movie:
Chris Milk on VR
AUSTIN CONVENTION CENTER ROOM 16AB
3.30pm-4.30pm
http://schedule.sxsw.com/events/PP96748?_ga=1.184113249.693691663.1488192755
Chris Milk's most recent seminal work, "Life of Us," is his first fully-
interactive VR project--a shared journey in which you and your friends
experience the complete story of the evolution of life on earth, together.
Attend this session to learn about the creative, social and technological
innovations behind "Life of Us," and how these developments by Milk and his
VR company, Within, are shaping the stories of tomorrow.

Thank you
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