RSMUS.comI just got back from SXSW Conference in Austin, TX, where I spent several days diving deep into the world of AI — and wow, there’s a lot more happening than most people realize. I sat in on a session by Sandy Carter, and here are some key takeaways that helped me separate myth from reality:
- Myth: AI is just a trend
Reality: It’s here to stay — and fast becoming foundational. AI is expected to add $13 trillion to the global economy by 2030. It’s already reshaping industries from optimizing UPS driver routes to transforming customer support and venture capital. - Myth: You can’t trust AI
Reality: Bias, transparency, and security are valid concerns — but solutions are emerging fast. SXSW showcased tools like invisible watermarks and website tags that prevent AI scraping. Companies are already using “trustworthiness” as a factor when choosing AI partners. - Myth: AI will replace all jobs
Reality: AI won’t eliminate all jobs — it’ll transform them. We’re entering the era of “superagency,” where humans work alongside AI. Think: job evolution, not extinction. - Myth: My brand won’t be affected by AI
Reality: Every brand will be impacted. Nearly half of consumers use AI tools to learn about companies — and that number will only grow. This is where GEO (Generative Engine Optimization) comes in: the new SEO. AI tools pull info from places like Reddit and Wikipedia, not just your website — so optimizing your presence across AI-visible platforms is crucial. - Myth: Implementing AI is too complex
Reality: Tools like Eleven Labs (a trainable voice generator) and no-code AI platforms are making it easier than ever. Non-technical folks can start playing and learning now. - Myth: Any data will do
Reality: Quality data matters. Company-specific data is gold. Larger datasets = more revenue (+30%) and better accuracy (+26%). We’re moving toward data marketplaces — treat your data like capital. - Myth: It’s all about large language models
Reality: The future lies in AI agents — not just the models powering them. One startup built an AI agent that manages and troubleshoots your CRM automatically. By 2027, we might see an agent-to-agent economy with minimal human involvement. - Myth: AI is all about software
Reality: It’s software and hardware. Robots and humanoids are entering the workforce — and could be mainstream by 2030. - Myth: I can’t keep up
Reality: You can. The secret? Play. Experiment. Try tools hands-on. As one speaker put it, “Playstorm, don’t brainstorm.”
SXSW made it clear: AI is not just for engineers — it’s for all of us. Whether you’re thinking about GEO, AI agents, or how to train a voice model in Eleven Labs, the tools are out there. Dive in. Learn by doing. And stay curious.
Caleb Green
Caleb supports the go-to-market aspects of the Microsoft and NetSuite teams, focusing on industrial companies in the manufacturing, automotive, energy, and distribution sectors. With a wealth of experience in marketing, Caleb excels at content creation, developing creative and analytical strategies, and advising on best practices. His proficiency in navigating immediate needs and providing proactive recommendations makes him a valuable asset to the team. Caleb's commitment to improving working methods within RSM’s go-to-market strategy ensures effective collaboration and successful outcomes for the organization.
