Welcome back to our "Build in Public" series! In previous posts, we've shared our journey through accelerators and unexpected partnerships. Today, we're diving into the insights and revelations from SXSW London's very first European edition, where the future of creativity, AI, and human agency collided in Shoreditch (and queues for our badges were longer than Disneyland's Space Mountain...).

Burning the Rulebook at SXSW London's Inaugural Event

Something was brewing at SXSW London this year. Four panels. Four completely different conversations. But underneath it all, the same rebellious thread: stop playing by rules that were never written for you.

Whether you're a creator, a woman in leadership, an entrepreneur, or someone trying to stay human in an AI world, the message was crystal clear: the old playbook is dead; time to write your own.

The AI Panel: When Art History Became Currency

Remember when businesses used to laugh off art history degrees? The AI vs. Human Agency panel proved that punchline just became the power move.

Erika Wykes-Sneyd from adidas, James Kirkham from Iconic77, and Marell Evans from Exceptional Capital, with Charlotte Williams moderating, delivered the truth bomb: "Taste is the new superpower."

Not code.

Not speed.

Not scale.

Taste!

As AI generates everything - copy, music, visuals, campaigns - the real differentiator isn't what gets made. It's which version gets chosen. And why.

That's not a job for algorithms. That's a job for humans who studied aesthetics, trends, and culture before it was cool.

The creatives. The curators. The storytellers.

The Women's Panel: Rewriting the Script

"Women: Purpose, Passion and Power!" with Nell Daly from Revenge Capital and Dawn O'Porter took the same theme and cranked it to eleven.

Nell? A supernova reminding everyone that the rules were never written for women, so why are we still playing by them?

"Stand out! Be bold! Don't conform to the patriarchy. Don't believe the labels. Speak with your heart and your throat!"

Same rebellion. Different battlefield.

The Entrepreneur Panel: Walking the Walk

Andrew Antonio and Simon Squibb brought the "All In or Nothing" energy with their crystal clear message:

Stop waiting.

Stop overthinking.

Build your team.

Find your passion.

Don't chase the money, it will chase you.

Again, reject the conventional wisdom. Trust your instincts. Stop following someone else's blueprint.

The Creator Panel: Smashing Rate Cards

The "What Am I Worth?" panel with Abbey MC, Charlotte Stavrou, and Max Fosh was where this rebellion got practical.

Static rate cards? Dead.

Outdated pricing models? Useless.

The industry's "this is how we've always done it" approach? Broken.

The truth: There's massive variation in creator pay for identical work because we're all playing by rules that don't reflect reality anymore.

At GYST, we're building a dynamic pricing calculator that reflects actual value: audience quality, engagement rates, content exclusivity, usage rights. Because creators deserve to be paid what they're worth, not what some dusty rate card says.

The Thread That Connects Everything

Here's what hit me: every panel was essentially the same conversation.

Stop conforming to systems that weren't built for your success.

AI won't replace creatives with taste.

Women don't need to play by patriarchal rules.

Entrepreneurs don't need to follow traditional paths.

Creators don't need to accept unfair pricing.

Now It's Your Turn

Whether you're navigating AI, fighting for fair pay, building a business, or trying to lead authentically, the same truth applies. The rulebook is already burning. You might as well light the match.