Avoiding the shit and finding the magic at SXSW17: Day 5

Every year dozens of brands descend on Austin to show their innovations and ride on the coattails of the festival. This year was no exception. I have already written about Gatorade and their work with sports teams and Sony's excellent 'WOW Factory' but plenty of other big brands were in attendance. As it was the final day I thought it would be good to tell you about a selection of findings I picked up.
IBM was one of the biggest talks with a huge hall showcasing IBM Watson's capabilities wi