AI companion for older people Sentai appoints Jam for PR and influencer work

Sentai, an AI voice companion for older adults, has hired marketing and communications agency Jam to run an integrated PR and influencer programme as it steps up its work on positive ageing.

The tool is designed to help older people live more independently and stay connected. It provides medication reminders, wellbeing support and a daily check-in, and keeps family members informed through real-time updates in its app.

Jam's brief is to establish Sentai at the forefront of preventative care in the home by turning complex technology into clear, human stories that appeal to users and decision-makers alike.

The programme, underpinned by research and expert insight, will bring together proactive media relations, targeted influencer partnerships and thought leadership to build credibility, raise awareness and reach new audiences.

Drawing on its national media contacts and influencer experience, Jam will work to raise Sentai's profile in discussions about ageing, independence and preventative care. A 2023 Local Government Association report estimated that preventative care could cut social care costs by £11.1 billion.

Lynda Lowe, chief marketing officer at Sentai, said: “Recommended by the Silver Marketing Association, Jam stood out for their strategic thinking and expertise across PR and influencer marketing. They quickly understood both the emotional and commercial potential of our product, and we’re excited to work together to build our profile as we scale.”

Jaime Gee, managing director at Jam, said: “Sentai sits at the intersection of technology, care and real human connection. Our role is to turn that into a clear, compelling narrative that earns attention and builds trust. Through a strategic blend of media relations, expert positioning and influencer partnerships, we’re focused on establishing Sentai as a leading voice in preventative care and positive ageing.”

Jam describes itself as a creative-led marketing communications agency and works across sectors including financial services, travel and leisure, and food and drink. Its clients include Raisin UK, Constance Hotels and Resorts and Dematic.