Not a hype, but system change: the societal impact of IX

In the IX Zine – a joint publication by CreativeNL and FONK Magazine, featuring insights gathered at SXSW 2025 in Austin – Jann de Waal, Chair of the Top Sector Creative Industry, reflects on the impact and implications of immersive experiences (IX). His message is clear: IX is not about technology for its own sake, but about a fundamental shift in how we structure society, develop policy and collaborate.

If you truly value immersive experiences, they’re not a hype – they’re a systemic issue, they touch how we share knowledge, how we work, learn and communicate – and therefore, our societal structures

A new era of collaboration

According to De Waal, the IX domain requires a careful balance between technological innovation and social responsibility. He stresses the importance of public-private partnerships to safeguard public values:

When government, industry and knowledge institutions work together, we can ensure that IX develops in an inclusive, responsible and future-proof direction

The interview addresses key themes such as trust, governance of digitalisation, and the creation of meaningful applications that go beyond entertainment or commerce. De Waal calls for conscious policymaking, committed partners and shared responsibility in leveraging IX for societal benefit – not just technological progress.

Read the full interview with Jann de Waal in the IX Zine, alongside articles on public values, international collaboration and the future of immersive technology.