WKWSCI students explore emerging trends at SXSW London 2026

Seventeen WKWSCI undergraduate scholars travelled to the UK earlier this summer as Trendspotters at SXSW London 2026, a festival exploring developments across technology, media and culture. 

Accompanied by Associate Professor Benjamin (Benjy) Li and Assistant Professor Pei-Sze Chow, the students spent five days attending talks, speaking with industry professionals and festival participants, and identifying emerging shifts and connections. 

As Trendspotters, they were encouraged to go beyond simply attending sessions. The students conducted interviews, captured material on the ground and followed the questions and ideas that stood out to them, gathering first-hand perspectives that would later shape their projects. 

Their learning also extended beyond the festival. During a visit to Amazon’s European headquarters, the students met Megan Bradshaw, Head of Spoken Word for Europe, Australia and New Zealand, and her team to learn about developments in podcasting and careers in the media industry. 

Sharing their findings 

Following the trip, the Trendspotters drew on their field research and what they had learnt at WKWSCI to translate their observations into posters and three-minute video essays. 

Their projects explored topics ranging from the role of AI in education and creative work to changing relationships between brands, creators and audiences. Other teams examined AI companionship and human connection, as well as how startups are responding to changing consumer expectations. 

The students shared their findings with faculty and fellow students, discussing the trends they had identified and their wider implications. The experience challenged them to engage with new ideas first-hand, critically examine what these shifts could mean and develop perspectives of their own.