Simone Clow is the award-winning CEO and co-founder of Zebrar, a creative technology company pioneering immersive experiences. A founding member of the Australian Metaverse Advisory Council, Simone is actively shaping the future of virtual worlds and immersive storytelling, advising on the responsible development and adoption of emerging technologies.
With career spanning advertising, visual effects, and experiential content, Simone has led high-profile projects across London, New York, and Sydney, working on major productions such as Saturday Night Live and the Oscar-winning film Hacksaw Ridge.
Recognizing the untapped potential of immersive technology, she co-founded Zebrar in 2017, driving the creation of interactive experiences with real-world impact. As a thought leader in Spatial Computing, XR, and Metaverse, Simone speaks on the intersection of technology, creativity, and business. Whether exploring the future of immersive experiences, or the role of technology in social change, she brings insight, authenticity, and a visionary outlook.
In this insightful conversation with the CIO Magazine, Simone shares her journey from visual effects to real-time interactive experiences, the transformative potential of immersive technology, and the leadership principles driving innovation. From the evolution of XR glasses to the ethical responsibilities of building digital spaces, she offers a visionary perspective on where immersive experiences are headed and how businesses can stay ahead in this rapidly evolving landscape.
Your journey into the world of visual effects and immersive technology: What sparked your passion for bringing the craft of feature films into real-time technology?
My journey started in traditional visual effects, working on television projects and feature films like Hacksaw Ridge. For years, I was building CG worlds for 2D screens—collaborating with teams who meticulously crafted every pixel to create stunning visuals. Then, a VR team I was working with convinced me to put on a headset. That moment changed everything.
I realized that instead of just watching a world, I could step inside it and interact with it in real-time. That was a revelation. This shift in perspective led me to co-found Zebrar, where we combine art, storytelling, gamification, and real-time technology to craft immersive worlds that go beyond storytelling into storydoing. We’re not just creating images anymore—we’re creating experiences.
As a leader, mentor, and member of Kalicoo (Women in Web3, Metaverse & AI), what challenges have you observed women face in immersive technology, and how do you believe mentorship can create meaningful opportunities in this space?
The tech industry is still a boys’ club in many ways. In OECD countries, women make up just 31% of those entering STEM programs, and only 17% of tech companies have a female CEO. The numbers for CTOs are even lower. The lack of representation isn’t just a pipeline problem—it’s a leadership problem.
Through initiatives like Kalicoo, we’re working to change that. It’s not just about getting more women into tech—it’s about keeping them there, supporting them, and ensuring they have opportunities to rise. Mentorship plays a huge role. It builds confidence, expands networks, and shows women that they belong at the forefront of this industry. The next wave of immersive technology is being built right now, and if we don’t have diverse voices shaping it, we’ll be repeating the same mistakes of the past.
With your expertise in designing high-visual-fidelity and innovative experiences, what recent projects or advancements in immersive technology excite you the most?
There’s so much happening in immersive technology right now, but two advancements excite me the most:
Spatial computing—powered by AI, XR, and smart glasses—is taking digital content beyond screens and integrating it into the real world. Instead of staring at our phones, we’ll interact with digital content as a natural part of our surroundings, transforming our environment into a limitless canvas and seamlessly merging the physical and digital worlds.
At the same time, Unreal Engine 5 (UE5) is pushing real-time graphics to near-cinematic quality. With tools like Nanite for hyper-detailed assets and Lumen for real-time global illumination, we can now create interactive environments that rival the visual fidelity of feature films. And this isn’t just for gaming—it’s revolutionizing XR content, 3D websites, virtual production, and interactive experiences in museums, concerts, retail, and beyond.
As a founding member of the Australian Metaverse Advisory Council, what trends or opportunities do you foresee shaping the future of immersive technology over the next decade?
Over the next decade, immersive tech will be everywhere—not just in gaming or entertainment, but in education, healthcare, retail, manufacturing, and government services.
- Phygital experiences will merge physical and digital spaces, changing how we shop, learn, and work.
- AI and XR (Extended Reality) will make digital interactions feel seamless, intuitive, and deeply personalized.
- Real-time computing, powered by 5G, edge computing, and RAN, will drive truly connected and immersive experiences—enabling smart cities, autonomous vehicles, and seamless virtual collaboration.
- The evolution of XR glasses (smart glasses) is transformative. These devices are becoming lighter, more ergonomic, and seamlessly integrated into real-world environments, making mass adoption inevitable. With spatial audio, real-world object mapping, and high-resolution displays, XR glasses will fundamentally change the way we work, collaborate, and experience our surroundings. How will we use them? A few examples below:
Workplace Collaboration: XR glasses will allow professionals to visualize 3D models in real-time, enabling seamless teamwork on product designs, workflows, and creative projects.
Architecture & Real Estate: Professionals will review and adjust designs in AR before they are built, reducing miscommunication and improving efficiency.
Retail & Commerce: Consumers will virtually try on accessories and clothing, overlay furniture into their living spaces, and receive AI-powered personal shopping assistance.
Healthcare: Surgeons will use AR overlays during procedures to access imaging data hands-free, improving precision and efficiency. Patients will undergo immersive rehabilitation programs with real-time feedback guiding their recovery.
Education & Training: Students will engage with interactive educational content, from AR-enhanced textbooks to virtual science experiments. Corporate training programs will incorporate XR for skill-building and workplace simulations.
Manufacturing & Engineering: Engineers will interact with real-time 3D models, making design adjustments before production begins. Workers will receive AR-guided step-by-step instructions for complex machinery.
Tourism & Cultural Preservation: AR overlays and VR tours will bring history to life, allowing people to step back in time and experience historical sites as they once were. Visitors can explore ancient ruins, reconstructed landmarks, and historical events through immersive storytelling.
Your global experience spans over 35 years in a fast-evolving industry. What are the key leadership lessons that have guided you through this journey, especially as a woman at the forefront of innovation?
One of the biggest lessons? Adapt or get left behind.
When I started in film, editing was a manual process involving physical cutting and splicing of film strips, and digital visual effects didn’t even exist—everything was done practically in-camera. I’ve seen the full evolution from analog to digital to real-time, and the only way to stay relevant is to keep learning, stay curious, and evolve with the industry.
Another key lesson: you can’t lead if you don’t understand the technology. You have to be willing to get into the details, ask the right questions, and empower the right people. And speaking of people—collaboration is everything. The best ideas happen when you bring diverse perspectives together.
How can organizations, governments, and individuals work together to ensure that immersive technologies are inclusive, ethical, and accessible?
The future of immersive tech isn’t just about what we build, but how we build it.
- Companies need to hire more diverse teams—representation at the decision-making level is key.
- Governments must step up with policies that protect user privacy, prevent bias, and ensure accessibility.
- Individuals—especially leaders—need to be vocal advocates for ethical design and inclusive experiences.
This is the moment to get it right. We have the opportunity to build immersive experiences that enhance human interaction, not replace it.
What motivates you to keep pushing boundaries in technology and innovation? Could you share a piece of advice or a personal mantra that keeps you inspired?
What drives me is the belief that technology isn’t just about connection or storytelling—it’s about impact. Pushing boundaries means looking beyond what’s possible today and asking, what should exist tomorrow? I’m motivated by the power of immersive technology to create meaningful experiences that shift perspectives, spark emotion, and drive change.
A piece of advice I live by? “Create with purpose.” Innovation for the sake of novelty fades quickly, but when technology is built with intention—when it solves a problem, elevates a human experience, or changes the way we see the world—that’s when it truly matters.