SXSW 2026 FIELD REPORT | K-ENTERTECH HUB | FUTURE STRATEGY · ENTERTAINMENT TECH CONVERGENCE
The Storm Is Coming. Are You Ready?
Amy Webb kills the 19-year-old trend report — and launches the age of Convergence
For the first time in human history, some people are about to become objectively better than other people — and it may not be you.
AI agents produce code and content without fatigue, factories run lights-out with no one on the floor, and human loneliness has become a multi-billion-dollar market. These three storms do not arrive separately. They arrive simultaneously, each one amplifying the others — and they are aimed directly at the heart of the entertainment and content industry.
That is the core warning Amy Webb, founder and CEO of the Future Today Strategy Group (FTSG), delivered from the SXSW (South by Southwest) 2026 keynote stage in Austin, Texas. FTSG — whose client roster includes Mastercard, Ford, and NASA, and which flagged synthetic media, digital humans, and generative AI years before they entered the mainstream conversation — made a strikingly different choice this year.