SXSW & the Tech World of Tomorrow: Hannah Nieswand on AI, Media, and Global Trends

DealEngine is part of the MediaTech Hub Potsdam (MTH), one of twelve digital hubs in Germany dedicated to fostering innovation at the intersection of media, technology, and business. Serving as a central platform, MTH connects start-ups, SMEs, and research institutions to actively shape the future of media technologies.

Currently, Hannah Nieswand, Project Manager at the MTH, is attending South by Southwest (SXSW)—one of the world's leading festivals for innovation, technology, and the creative economy. She gains firsthand insights into global trends while expanding MTH's international network. In this interview, she provides insights into her expectations, exciting panel talks, and the most important media technology topics for the future.

Who are you and what is your role at MTH?

I am Hannah Nieswand, Project Manager at the MediaTech Hub Potsdam/Innovator. In my role, I connect start-ups supported by MTH with SMEs and research institutions.

The portfolio of our start-ups is diverse: it ranges from AI-driven film productions to software for detecting disinformation to AR/VR solutions for cultural education. My goal is to ensure these innovations make an impact where they are needed the most—from the film studios in Babelsberg to locations across Brandenburg.

Why are you attending SXSW – with what background?

SXSW offers MediaTech Hub the chance to experience global innovations firsthand and expand our network with key industry players. Especially at the GERMAN HAUS, the stage of the de:hub initiative, we help start-ups from our ecosystem present themselves internationally to a professional audience.

What makes SXSW so exciting for you?

The festival is not just a melting pot of innovative ideas—it's where creativity and entrepreneurship intersect. Nowhere else do you encounter so many thought leaders from the tech world, film, and music while spontaneous encounters, conversations, and live performances shape the atmosphere on the streets.

What do you expect from the event? – Are there speakers or topics that you are particularly looking forward to?

At MediaTech Hub, broadening our perspective on media technologies is essential, as their relevance extends far beyond European borders. The annual Tech Report from MIT will provide me with deep insights into this topic. 

I'm especially looking forward to my panel discussion with Volucap (Sven Bliedung von der Heyde) and Karl-Heinz Brandenburg, the co-inventor of the MP3. We will discuss the disruptive influence of AI on media technologies – a topic that polarizes in Babelsberg and is unstoppable. 

What topics interest you the most?

Among the many topics I'm eager to explore at SXSW are simulated data usage and the role of hyperrealism in the digital world.

Simulated data offers promising approaches for machine learning, especially given the challenges surrounding data privacy and limited data availability. Synthetic datasets could enable powerful models without relying on sensitive information. 

From a creative and cultural perspective, I am fascinated by hyperrealism in simulations, film (CGI), and social media. In an era of visual "illiteracy," where flawless digital representations are often perceived as more authentic than imperfect reality, the question arises: how do art and technology navigate this shift in perception?

How are you preparing for SXSW?

My bags are packed, and my business cards are freshly printed. The rest? I'll leave that to Austin—where the best encounters tend to happen spontaneously.