From Austin’s Roots to Global Innovation: Greg Price at SXSW 2026

Austin, Texas is known for its innovation. It’s where SXSW® began in 1987 as a small music conference, and grew into a global hub for creativity, technology, and entrepreneurship. It’s that same spirit that inspired us to found Shipwell there–a company built to bring modern tech to a world full of outdated supply chain operations.

This year, I’m honored to join SXSW 2026 to discuss that journey, and how if we started over today, we may (or may not) have done it differently.

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What You’ll Learn

On Sunday, March 15th, from 11:15 AM-12:15 PM, I’m joining an expert panel to explore how early-stage companies are using AI to rethink how they work and scale. The session, “Rebuilding the Startup Operating System With AI,” will cover:

• How to integrate AI into product development and go-to-market strategies.
• Lessons learned from startups that have placed AI at the center of their business.
• Practical steps to adapt to the rapid evolution of AI tools.

Moderated by Shriya Nevatia of Superhuman, the panel will feature insights from Pranitha Patil of Function Health, Alex Cohen of Hello Patient, and Alana Ackerson of Kauffman Fellows—all leaders who bring diverse perspectives on AI and entrepreneurship.

Come early for the networking breakfast (10:00 AM - 11:15 AM) to connect with other founders, innovators, and tech enthusiasts.

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Why It Matters

AI is a requirement for startups looking to scale efficiently. From streamlining internal operations to delivering better customer experiences, the companies that embrace AI from the onset, and integrate it into their every day effectively, have the competitive edge.

At Shipwell, we’ve seen firsthand how AI can transform industries – it’s almost inescapable in logistics. I’ll share our experience of becoming the first transportation management system (TMS) with integrated ChatGPT to more recent agentic AI learnings you can apply to your own business.

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See You There

SXSW has always been about pushing boundaries, and this year is no different. If you want to stay ahead of the curve, join us for this conversation.

Date: Sunday, March 15th
Time: 11:15 AM - 12:00 PM
Location: Antone’s, as part of SXSW 2026
Address: 305 E 5th St., Austin, TX 78701

Looking forward to connecting and discussing how AI is reshaping the future of startups. See you there.