AI Roasts Elon Musk at SXSW, Says He’s ‘Struggling’ with Social Media

At the 2025 South by Southwest (SXSW) festival, artificial intelligence made its way from the lab to the comedy spotlight in an unprecedented display of digital satire. During the "Life With Machines" panel, Emmy-nominated futurist and comedian Baratunde Thurston directed his AI co-producer, BLAIR, to roast Tesla and SpaceX CEO Elon Musk without restraint. The result was a 50-second takedown that left the audience laughing and the internet buzzing with reactions.But behind the levity was a more serious discussion about AI's changing role in cultural discourse, media, and the boundaries of entertainment.This event was not only a highlight of the festival, but also a watershed moment in understanding how technology can redefine the boundaries of satire and public criticism.

AI goes full savage on Elon Musk in a viral SXSW roast

Onstage, Baratunde Thurston gave BLAIR a clear directive: "Roast Elon Musk." Mercilessly." A scathing monologue followed, comparing Musk to a self-driving Tesla—"obscenely expensive, prone to crashing, and perpetually promising features that never quite materialize." The humor continued with jabs at Musk's intelligence, business record, and even his family legacy, including a reference to his father's emerald mines.

The delivery was not only sharp and fast-paced, but it lacked the filter that human comedians typically use when navigating the public sphere. BLAIR's algorithmic neutrality enabled it to strike directly and efficiently, without regard for political considerations or reputation.The audience, which included tech experts, cultural commentators, and festival attendees, roared with laughter.