"The Future of Entertainment" was the topic in focus for the Swedish singer, songwriter, producer and co-founder of Pophouse Entertainment.

"It is like having another songwriter in the room with a huge reference frame," he said during a talk at SXSW London. The ABBA singer, who is president of the International Confederation of Societies of Authors and Composers,

ABBA ‘s Björn Ulvaeus is proving that curiosity doesn’t diminish with age. At 80, the Swedish songwriter behind some of pop music’s most enduring hits is pioneering a new frontier in musical theater: creating a musical with the assistance of artificial intelligence.