Prolog at SXSW 2026: founders visited Austin

Our founders arrived in Austin

Jean Zart and Luiz Felipe, Prolog's founders, traveled to Austin, Texas, to experience SXSW 2026 firsthand — one of the major global events for innovation, technology and culture.

The event took place in March and brought together relevant discussions on technology, artificial intelligence, business, film, television, music, comedy and culture. The trip's purpose was clear: observe concrete signals from the global technology market and understand what may affect Brazilian fleet operations in the coming years — without treating abstract trends as ready-made promises.

“It's surreal to have been here for such a short time and already have seen so many different things,” said Jean Zart, Prolog's CEO. “We're arriving at the event, which promises to be a milestone for fleet management. We can't wait to share everything with the industry.”

What is SXSW?

SXSW is a festival founded in 1987 in Austin, Texas. Its name is a reference to Alfred Hitchcock's film North by Northwest and carries the original aim of connecting local culture to the world.

What began as an independent music festival became a meeting point for technology, business, film, television, education, music, comedy and culture. In 2026, the program brought together more than 850 conference sessions, alongside screenings and performances that help anticipate important conversations for different industries.

Why does SXSW take place in Austin?

Its origins are linked to a group of people who met at the offices of The Austin Chronicle newspaper to discuss the future of entertainment and media. The consensus was that local creativity was as relevant as that of any major center, but needed a showcase to the world. SXSW was born to be that showcase — and became much more.

What was on the SXSW 2026 program?

The conference had a broad program, with sessions on technology, artificial intelligence, work, business, culture, film and television. Besides conferences, the annual March event also included music and comedy showcases, film and television screenings and different meeting formats bringing together creators, companies and the public.

Artificial intelligence played an important part in the conversations of 2026 — and this was precisely the focus that received special attention from Prolog during the trip.

Why does SXSW matter for fleet management?

Artificial intelligence is changing how companies organize processes, make decisions and pursue efficiency. For freight transport and fleet management, this may have direct implications: support for inspection routines, failure analysis, tire management, reduced downtime and better use of information already recorded by operations.

Fleet managers need to stay increasingly connected to technological changes that can deliver results. And that is precisely why the presence of Prolog's founders made sense: to observe what the global technology market was discussing at that moment and carefully translate the lessons into the reality of Brazilian fleets.

SXSW is one of the places where these conversations take shape before becoming products or market practices. Being there helped them understand what may reach the industry — and separate relevant developments from noise.

What will Prolog bring back from SXSW 2026?

Jean and Luiz Felipe attended talks focused on technology applied to operations, artificial intelligence, leadership and operational efficiency. What makes sense for fleet management, tire management and electronic checklists may be translated into practical content for fleet managers who follow Prolog.

Keep up with Prolog's content

After attending the event, Prolog continues to share lessons and reflections on technology, artificial intelligence and fleet management. Follow Prolog on LinkedIn and Instagram to keep up with upcoming content.