We need to keep this great winter conference from becoming just another party.

SXSW used to be my favorite week of the year. It brought together bright people and provocative industry conversation on the main themes that make advertising go round — all surrounded by the casual atmosphere that Austin brings.

After years going, I’ve come to expect to hear experiences and opinions from people I could learn from — Harvard University’s Nancy Hill on leaning in to invest in the agency during economic uncertainty, Qumin founder Arnold Ma on introducing new brands to new geographies or filmmaker Cheryl Miller Houser showcasing the power of storytelling in advertising to “feel it all.”

That didn’t happen this year. The conference agenda was “all AI, all the time.” And the conversation was a merry-go-round to nowhere. I was more excited about seeing Malcolm Gladwell, Kenya Barris and Brené Brown than I was to go to anything about advertising. Two agency leaders I went with had the same reaction: A celebrity talk prompted more excitement than anything on the panels. One happy hour conversation was dominated by the lack of options in the afternoons.

Yes, the parties were fun. Bakery flew in Sumo wrestlers from Japan, and Preacher staged  karaoke with professional gospel singers as your backup. I’ll be smiling about The Last Supper of Red Dye No.3 for a while.

For SXSW, there seems to be a winning formula: learning + networking + a cool place. Learning from world-class attendees fuels productive conversations (that can change the course of our businesses) late into the night. In an age where we’re all competing for and with time, the return on effort needs to rise. Even the regulars will now apply a higher screen on the value; and parties won’t be our criteria.

Here’s what we fans will be gauging before we return.

Diversity of content

Will the main stage bring diversity of content related to advertising and brand experience? This year, the core issues seemed to move away to unofficial SX events. We need to hear, collectively, from people in different disciplines, career stages and roles. That’s the key to the diversity of inspiration many of us have come to expect.

Vibrant leaders

Are the movers and shakers we most need to meet and talk to there? This is another level of content diversity. While it was great fun to hang out with the colleagues we know, a major draw is getting up close and personal with the kinds of decision-makers and industry influencers such as CEOs and CMOs we can’t just call up.

Simple scheduling

Managing your schedule while attending the conference and attempting to keep track of everything happening outside can be overwhelming. The solution isn’t less content — it’s about providing easier ways to organize and capitalize on more of it. Ironically, AI dominated this year yet the conference hasn’t applied it to create a simple schedule app. Cannes faces the same issue. It’s time to leverage tech for user experience.

A week at an event is a long time. It has to open my world on multiple levels. New thinking. Smarter approaches. Expansive people. We need to expand what we’re willing to consider and talk about. I’ll be looking closely at the 2026 agenda for a big dose of real SXSW fuel.

Lindsay Rutherford is president of IKPN (Independent Knowledge Partner Network), a community of 19 independent agencies in North America.