Held annually in Austin, Texas, SXSW has established itself as one of the leading global gatherings for innovation, technology, business, and culture. Each year, the event brings together business leaders, researchers, creators, and executives from diverse sectors to discuss trends that will shape the future of organizations and society. This year's edition featured some of the most thought-provoking discussions, which focused on an increasingly strategic theme: the human factor.
Amid discussions about automation, data, and technological advancements, experts highlighted that organizations will also need to pay more attention to how people connect, collaborate, and find meaning in their work. Much of this thinking is already being applied by PagCorp.
“Technology is here to complement human work. We will never give up on personal contact. On the client knowing that there is a person talking to them on the other end. On knowing that a human being will always be available for any question, since we value this exchange. We understand that the client also sees great value in this,” revealed Liliane Josua Czarny, partner and co-CEO of ACG | PagCorp, in a recent live broadcast on Cliente SA.
It was in this context that the lectures by Jennifer Wallace, author of the book "Mattering: The Secret to a Life of Deep Connection and Purpose," and social scientist Kasley Killam, gained prominence in Austin.
Both addressed, from different perspectives, how belonging, connection, and recognition have become central elements for the future of organizations. This debate also directly engages with business leaders and financial executives responsible for driving transformation processes within companies.
The human factor in the age of technology: what SXSW 2026 reveals for CFOs and financial leaders.
Automation, artificial intelligence, and digital platforms are rapidly transforming how businesses operate. However, the two panels mentioned above brought an important reflection for business leaders: amidst the technological revolution, the true competitive advantage may lie precisely in the human factor.
Jennifer Wallace and Kasley Killam's presentations highlighted a central point: as technology advances, so does the need for connection, belonging, and recognition among people.
For CFOs and financial leaders, this debate has direct implications, especially at a time when the finance area is ceasing to be merely a control center and is increasingly acting as a strategic hub within companies.
The challenge of the automation age: people need to feel that they matter.
During her talk, Jennifer Wallace introduced the concept of "mattering," which describes the human need to feel valued and to add value to the world around them.
According to the author, this is a fundamental need of human behavior. When people feel they matter, they tend to engage more, collaborate, and contribute to their surrounding environment. When the opposite happens, effects arise ranging from demotivation to emotional detachment from work.
On the SXSW stage, Wallace highlighted that the feeling of nostalgia so prevalent today may be linked precisely to the search for that sense of belonging. "I believe that what truly brings us nostalgia is feeling that we matter. Having the feeling that we are valued and that we add value to the lives of the people around us," he revealed.
She also drew attention to a challenge that may intensify as technology advances. "The biggest challenge ahead is not just keeping up with the machines, but protecting that fundamental human need we all have to know that we matter," said Jennifer Wallace.
The role of the CFO in the technological transformation of companies.
Digitization has broadened the scope of the financial sector's operations. Today, CFOs participate in strategic decisions related to investments in technology, operational efficiency, and business growth.
In this scenario, understanding the human impact of digital transformation becomes essential. While new tools increase productivity and scale, they can also alter how people relate to work.
This means that the modern CFO acts not only as a numbers manager, but also as an agent of organizational transformation. Someone who helps balance technological efficiency with human sustainability within companies.
Organizational culture as a competitive advantage
Another point highlighted in the SXSW discussions is the role of organizational culture in company performance. Increasingly, studies indicate that engagement, belonging, and recognition directly impact indicators such as productivity, talent retention, and innovation capacity.
In his research, Wallace observed that the situations in which people feel most important are not usually linked to major career milestones, but to small, everyday gestures: moments when someone realizes they have been seen, heard, or valued.
“When I asked people about moments when they felt things really mattered, they almost never talked about promotions or major milestones. They talked about simple, everyday moments,” she highlighted during the presentation.
For business leaders, this reinforces an important idea: organizational culture is not just an HR issue. It's a strategic asset for the business.
The rise of social health in organizations
Social scientist Kasley Killam, in turn, expanded this discussion by introducing the concept of social health, which complements the traditional dimensions of physical and mental health.
The expert argues that human health should be understood from three interconnected pillars: physical health, mental health, and social health. The latter is related to the quality of the connections and relationships that people maintain throughout their lives.
During his lecture, Killam highlighted that the concept is gaining traction in the global debate. "What I'm observing is that social health is on the rise. It's moving from the margins to become part of the mainstream," he revealed.
At the same time, international data indicates that one in six people in the world report feeling lonely, which reinforces the importance of the topic in the current context.
Technology in companies needs to strengthen human relationships.
Technology will continue to be one of the main drivers of transformation in organizations. Digital tools, artificial intelligence, and automation are already redefining processes, business models, and management methods.
However, the debate at SXSW reinforced an important warning: ensuring that these technologies strengthen, and do not replace, the connection between people.
Killam drew attention to the growth of technological solutions developed to simulate human companionship, such as artificial intelligence systems focused on social interaction: "The red flag appears when these technologies stop facilitating human interaction and start replacing it."
For companies, the challenge will be to find a balance between technological efficiency and human connection.
The future of organizations will be increasingly human-centered.
The reflections presented at SXSW leave a clear message for business leaders: technological innovation and human connection are not opposing forces; they need to go hand in hand.
Companies that manage to balance automation, efficiency, and organizational culture tend to build more engaged, innovative, and sustainable environments in the long term.
“We work on uniting technology with humanity. We are concerned with maintaining relationships between people, but always using technology to enhance them,” recalled Liliane Josua Czarny, partner and co-CEO of ACG | PagCorp.
In a scenario of accelerated transformation, CFOs and executives who lead the innovation agenda within organizations will play an increasingly important role in this balance. After all, at the heart of any digital transformation, people remain.
Image: Reproduction
Below is an excerpt from Liliane Josua Czarny's participation as a partner and co-CEO of ACG | PagCorp, discussing the adoption of technology while focusing on the human factor, in a recent live broadcast by Cliente SA.
