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**SXSW 2025 live coverage: AI takes center stage**

Kirsten Korosec - Last Updated: 5 minutes ago

TechCrunch will be on the ground at SXSW 2025 - the annual tech, music, comedy, and film conference that kicked off Friday in Austin - in search of the zeitgeist of this AI-centric era. The tech portion of the annual event kicked off Friday and will run through March 13.

The conference begins with several tracks that fall squarely in TechCrunch's area of interest, including the creator economy, culture, startups, health and medtech, and energy.

**AI is a frenemy**

AI is already popping off on the first day of the tech, music, and film event. Take for instance this talk by Kasley Killam, author of the social health-focused book "The Art and Science of Connection: Why Social Health Is the Missing Key to Living Longer, Healthier, and Happier." She warns that while there may be benefits to using AI to practice social interactions, there is a clear downside for people who use the technology as a replacement to personal relationships. You can check out the full article here on her interview, but if you're in a rush here's the tl;dr: Don't get too cozy with your AI companion.

**'Agentic AI is like putting your brain in a jar'**

At least that's what Signal President Meredith Whittaker thinks about this new paradigm of computing, where AI performs tasks on users' behalf. While putting our brains in jars might be tempting on those particularly chaotic days, it does make us vulnerable to privacy and security threats, she cautioned on stage at SXSW.

**What the TechCrunch staff is seeing, hearing, and trying out in Austin**

We'll have folks on the ground through Friday to meet with founders and VCs, catch a show or two, and attend the numerous keynotes and sessions in the tech portion of the show, including with Bluesky, Rivian, Qualcomm, Signal, NASA, Amazon, Disney, Walmart, and Wing—to name a few. And yes, we'll also be trying out those Waymo robotaxis. Follow our live updates.