Italian creativity in the arts meets and stimulates technological innovation at South by Southwest (SXSW) in Austin, Texas. Organized by the Italian Trade Agency (ITA), the Italian pavilion at the SXSW Creative Industries Expo will feature twelve innovative startups, demonstrating the country's commitment to pushing the boundaries of creativity and entrepreneurship on a global scale.

Italy returns to the Texan event after its inaugural participation last year with a pavilion hosting 12 innovative startups  showcasing solutions such as an AI-powered "digital sentinel" detecting fires preemptively, an app for private car sharing, connecting car owners with spare capacity to those in need, AI platforms for retail and the oil industry, a comprehensive operating system for audiophiles integrating all functions for digital music playback available across various platforms, among others.