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From AI to “löyly”, Finnish sauna meets SXSW

Hugh Forrest and the SXSW 2026 Sauna, AI and SaaS panelists Josh Liberson, Markus Hoefinger, Anand Arivukkarasu and Liz Bacelar

Part one: AI, SaaS + Sauna panel @ SXSW, the heat is on (“Löyly” [Finnish] meaning the heavenly steam of real Sauna)   Monday at SXSW took a different turn as Finns took over Bathe Austin, the new (and first) bathhouse in Austin. The program combined two things that don’t usually meet at tech conferences, especially outside Finland: tech and sauna. …

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SXSW International Innovations Expo @ Fairmont

Global showcase at SXSW’s International Innovations Expo Saturday at SXSW brought one of the more open and globally mixed formats of the week: the International Innovations Expo at Fairmont Austin. As the SXSW did not have one central location (the Austin Convention Center has been demolished ans will be completely rebuild), the SXSW activities were spread wider into the Austin’s …

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🇪🇺 EU House at SXSW

EUintheUSA SXSW 2026. EU@SXSW

EU presence ran through GermanHaus — a familiar European anchor at SXSW On Friday March 13th, the European Union’s SXSW activities were concentrated into a single evening program under EU@SXSW, hosted at GermanHaus in downtown Austin’s Speakeasy. GermanHaus is not new as it has been one of the most consistent European presences at SXSW over the years — a platform …

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