Wavemaker on Driving Real-World Impact Through AI

How can global brands cut through the hype and use emerging technologies to solve real business challenges? In this episode of Business Technology Perspectives, I speak with Sarah Salter, Global Head of Innovation and Platforms at Wavemaker, about how brands can unlock the true potential of innovation without losing sight of measurable outcomes. With over 15 years of experience across industries including health, retail, and finance, Sarah brings a rich and grounded perspective to digital transformation. She shares how Wavemaker helps clients move beyond trend-chasing to deliver experiences that are meaningful, accessible, and effective. From leading AI-powered personalization strategies to shaping immersive brand moments in gaming and the metaverse, her approach is practical, human, and rooted in results. We explore how Sarah and her team set clear KPIs for innovation, use tools like AR and VR to drive cultural relevance, and run rapid experimentation that bridges the gap between idea and impact. Sarah reflects on high-pressure public sector projects such as the NHS COVID-19 WhatsApp response, as well as creative campaigns for brands like L’Oréal and Dove that combine technology with purpose. The conversation also explores how emerging media environments are driving a shift from passive advertising to participatory engagement. As attention becomes the ultimate currency, Sarah explains how brand storytelling is evolving through platforms like Roblox, Apple Vision Pro, and generative AI tools. She shares why gaming is becoming a vital channel for modern marketing and how experiential design is changing the way consumers connect with brands. Sarah also discusses her commitment to diversity in tech leadership. She highlights how inclusive teams drive better innovation, the systemic changes still needed in the industry, and the importance of supporting initiatives that bring more women into tech. Whether mentoring future leaders or driving responsible AI adoption, her message is clear—technology should serve people, not the other way around.