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

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.

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If every company is now a tech company and digital transformation is a journey rather than a destination, how do you keep up with the relentless pace of technological change? Every day, Tech Talks Daily brings you insights from the brightest minds in tech, business, and innovation, breaking down complex ideas into clear, actionable takeaways. Hosted by Neil C. Hughes, Tech Talks Daily explores how emerging technologies such as AI, cybersecurity, cloud computing, fintech, quantum computing, Web3, and more are shaping industries and solving real-world challenges in modern businesses. Through candid conversations with industry leaders, CEOs, Fortune 500 executives, startup founders, and even the occasional celebrity, Tech Talks Daily uncovers the trends driving digital transformation and the strategies behind successful tech adoption. But this isn't just about buzzwords. We go beyond the hype to demystify the biggest tech trends and determine their real-world impact. From cybersecurity and blockchain to AI sovereignty, robotics, and post-quantum cryptography, we explore the measurable difference these innovations can make. Whether improving security, enhancing customer experiences, or driving business growth, we also investigate the ROI of cutting-edge tech projects, asking the tough questions about what works, what doesn't, and how businesses can maximize their investments. Whether you're a business leader, IT professional, or simply curious about technology's role in our lives, you'll find engaging discussions that challenge perspectives, share diverse viewpoints, and spark new ideas. New episodes are released daily, 365 days a year, breaking down complex ideas into clear, actionable takeaways around technology and the future of business.