Augmented Reality and Virtual Reality are set to take a top share of the interest at this month’s SXSW conference in Austin, Texas. With a myriad of panels, exhibits, and experiences around the new immersive technology, there will be plenty of opportunity for attendees to get caught up to date on all of the latest updates from the industry. The 10-day festival/conference/expo can seem impossible to navigate, but these are some of the many speakers and events at SXSW this year worth seeing to make anyone’s trip that much easier and fulfilling.

Immersion at Scale: AR/MR is Changing Everything

The third day of the show, March 11, will feature this discussion panel at the JW Marriott in downtown Austin. Four speakers will headline the discussion including VP of Marketing Research at the Consumer Technology Association Steve Koenig, Executive Producer of AR/VR at Tool of America Julia Sourikoff, among others. The discussion introduces attendees to a more unknown branch of immersive technology, Mixed Reality (MR).

Mixed Reality combines the best of AR and VR to give users the ultimate immersive experience. By way of wearables and headsets, MR allows users to “see the real world, like AR while also seeing believable, virtual objects, like with VR”, according to recode.  It then anchors the objects to a point in real space, making it seem real to the perspective of the user.

The panelists are set to discuss a wide-variety of talking points surrounding the technology: what an MR society looks like in the future, what MR means for marketing, brands and consumers, specifically focusing on its impact on retail. It is almost a given that anyone attending this discussion will leave more prepared for the future of immersive technology.

Total Recall: The Future of Learning with VR

Virtual reality has been applied in countless areas of study ranging from classrooms to therapy rooms, and has dramatically improved the lives of those able to use it. This discussion panel, held March 12 at the JW Marriott, involves using VR in a new field—social services. Two thought leaders from Accenture along with other notable names in VR will discuss how applying the same methods used by educators and therapists could be beneficial in human services and child welfare.

By creating learning environments that combine immersive storytelling with interactive, voice-based scenarios, the hope is virtual reality can streamline the learning process and train the best social workers possible. The ultimate goal behind this idea is to accelerate the pace at which caseworkers become seasoned decision makers, further ensuring the safety of the children in the system.

Virtual Cinema

In partnership with Bose, SXSW is once again hosting a “Virtual Cinema” March 11-13. The Virtual Cinema will feature a mix of 25 VR films by producers worldwide, showcasing the kind of content that can be created in different industries and maybe, just maybe, giving attendees a glimpse at the future of public cinematic experiences.

There will be no shortage of immersive technology experiences and exhibits at this year’s SXSW. With these three events hardly scratching the surface, be sure to follow MarketScale throughout SXSW for more content, podcasts, and videos to catch-up on everything you might have missed. Until then, these events are a must-see on anyone’s itinerary able to attend.

For the latest news, videos, and podcasts in the Pro AV Industry, be sure to subscribe to our industry publication. A new episode of the Pro AV Show drops every Thursday.

Follow us on social media for the latest updates in B2B!

Twitter – @ProAVMKSL
Facebook –
LinkedIn –