AI with a purpose, not a gimmick
Day 5 in a flash.
Zihan Lyu
June 07, 2025 • Estimated Reading Time: 5 minutes
Hi there,
Day 5 at SXSW London reminded us that purpose matters—from AI in luxury to redefining what beauty, business, and belonging can look like.
Here’s what stuck with us.
✨ Day 5 Highlights
♀️ Dina Asher-Smith honoured as a London Icon
After a powerful conversation with ELLE UK’s Kenya Hunt on how women in sport are shaping high fashion, Olympic champion Dina Asher-Smith was presented with a surprise award on stage—recognizing her as a beacon for London’s success and cultural impact.
AI with a purpose, not a gimmick
Kering’s Chief Innovation Officer Grégory Boutté shared how the luxury group behind Gucci and Saint Laurent is embracing AI with intention. From predicting collection performance to refining customer service, digital must deliver value—without replacing the magic of the “selling ceremony.”
Soundtracking climate with purpose
Madame Gandhi is turning nature’s distress signals—like melting glaciers—into music that heals and inspires. Her live session unpacked how technology can undo its own damage, using sound as both resistance and remedy.
️ Olivia Attwood x Bimini: Reality, beauty, and ADHD
In a live podcast recording, Olivia Attwood joined Bimini to discuss neurodiversity in entertainment, the nuanced rise of ‘natural’ beauty, and finding strength through an ADHD diagnosis.
Building authentically Asian brands
From mochi to music, panelists from Japan House, Little Moons, Seoul Kitchen and Warner Music Group explored how they’re bringing culturally rooted businesses to new audiences—without compromise.
“We’re the antithesis of Andrew Tate.”
Cindy Gallop closed the day with a searing keynote on sextech, gender, and healthy intimacy. Her platform MakeLoveNotPorn is on a mission to socialize sex and transform masculinity—through education, honesty, and radically human storytelling.
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More from Previous Days
What's Coming Up Today at SXSW London
Screen
• Victory Screening & Q&A feat. Idris Elba, Slick Rick & Meji Alabi | 2:00 – 3:20 PM
• The Life of Chuck Screening | 8:00 – 10:30 PM
Music
• Miraa May: Algerian singer/songwriter and musician | 10:00 – 11:00 PM
Fashion
• Fashion District Pop-up Shop | 11:00 AM – 6:30 PM
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