3195: How Wavemaker is Driving Innovation with AI and Immersive Tech

Mar 1, 2025

Join Sarah Salter, Global Head of Innovation and Platforms at Wavemaker, as she shares her expertise on harnessing AI, AR, and VR to transform brand engagement. With over 15 years in the industry, Sarah emphasizes the importance of setting clear KPIs to tackle real business challenges. She discusses innovative campaigns from brands like L’Oréal and Dove, the rise of gaming in marketing, and the lessons learned from the NHS's COVID response. Sarah also highlights the need for collaboration and inclusivity in navigating the fast-paced tech landscape.

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ADVICE

Focus on Solutions, Not Just Technology

Focus on solving business problems, not just implementing exciting new technologies.
Set clear KPIs upfront and use A/B testing to measure the impact of innovation.

ANECDOTE

Lessons from Large-Scale Projects

Sarah Salter led the NHS's COVID-19 WhatsApp response and Nationwide's Local Voices campaign.
These projects highlighted the importance of speed, collaboration, accessibility, and user research.

INSIGHT

Value of Cross-Industry Experience

Diverse backgrounds give you greater empathy and challenge industry assumptions.
Understanding different customer journeys across industries is crucial for effective digital transformation.

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How can brands leverage emerging technologies to drive real business results? In this episode of Tech Talks Daily, I sit down with Sarah Salter, Global Head of Innovation and Platforms at Wavemaker, to explore how companies can move beyond hype and apply AI, AR/VR, and other innovations in ways that truly engage consumers and deliver measurable impact.

With a background spanning 15 years and work on groundbreaking projects for brands like P&G, Nationwide, and the NHS, Sarah brings a unique perspective on digital transformation across industries.

Innovation isn’t about chasing trends—it’s about solving real business challenges. Sarah shares how Wavemaker helps brands set clear KPIs and use emerging tech strategically, from AI-driven personalization to immersive brand experiences in gaming and the metaverse. We discuss key lessons from major tech initiatives, including the NHS’s COVID-19 WhatsApp response and Nationwide’s Local Voices campaign on Alexa and Google, and how these projects balanced agility, accessibility, and meaningful engagement.

As AI continues to reshape marketing, brands are navigating a shift from interruptive ads to participatory experiences. Sarah highlights how companies like L’Oréal and Dove are leading with AI-driven campaigns and why gaming is becoming a major frontier for brand engagement. But with rapid technological change comes challenges—how do businesses keep up, invest in the right skills, and ensure innovation stays inclusive?

A passionate advocate for diversity in tech, Sarah also shares her thoughts on why diverse teams lead to better innovation and why the industry must do more to support women in leadership. From fostering STEM education to initiatives like WPP’s Back in the Game, she discusses what’s needed to build a more inclusive future in technology.

How can brands use technology to connect with audiences in more meaningful ways? And what does the future of immersive, AI-powered marketing look like? Tune in to hear Sarah Salter’s insights on the next era of brand innovation.