AI Community

WFA AI Community

The WFA AI Community aims to equip brand marketers with the knowledge, insights and practical guidance needed to leverage the potential of AI in an effective, safe and responsible way.

Join the Community

WFA’s AI Community is a cross-functional group bringing together senior marketers, policy and legal professionals dealing with AI within their respective organisations.

The objective of the community is to support brands make the most of the exciting possibilities this fast-evolving technology has to offer while mitigating legal, ethical and reputational risks. It seeks to:

  1. Develop best practice guidance and offer practical solutions on the most pressing horizontal AI challenges.
  2. Explore evolving trends impacting the use of AI in marketing and provide insights into how brands can navigate these.
  3. Engage in dialogue with external experts and partners to promote a greater understanding of the implications of AI use and drive meaningful industry collaboration.

Key resources

GenAI Contract Best Practice

GenAI Contract Best Practice

Practical, voluntary guidance from WFA and R3 on mitigating risk and driving responsible generative AI use across the marketing supply chain.
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GenAI Primer

GenAI Primer

Practical, voluntary guidance on how brands can use generative AI safely.
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GenAI Survey

GenAI Survey

This WFA survey found that three in four companies already use GenAI or plan to use it soon.
See more

Upcoming Community events

  1. AI Knowledge Spotlight: Managing risk when choosing AI tools

    15 Jan 2026

    There are places available.

    This session will help you identify and mitigate reputational, legal and ethical risks when selecting AI tools.

    More information Register for this meeting

The community is open to WFA members only and is led by an AI Steer Team, bringing together a small group of senior WFA members from a range of sectors to help establish strategic priorities.

News

RSS Feed
  1. WFA President’s Vision for 2025
    CreativityMarketing technologyAIMarketing technology

    WFA President’s Vision for 2025

    Raja Rajamannar

    Marketers have a tremendous opportunity to drive innovation and impact in 2025, says WFA President and Chief Marketing and Communications Officer at Mastercard Raja Rajamannar.

    Read more about "WFA President’s Vision for 2025"
  2. Top WFA content in 2024 to get you ahead in 2025
    CreativityAI

    Top WFA content in 2024 to get you ahead in 2025

    WFA

    We have compiled an overview of 2024 content that’s been most popular with WFA members and, where appropriate, with the wider marketing community.

    Read more about "Top WFA content in 2024 to get you ahead in 2025"
  3. Major multinationals identify six key IP risks of GenAI in marketing
    Marketing technologyAIMarketing technology

    Major multinationals identify six key IP risks of GenAI in marketing

    Gabrielle Robitaille

    Marketers fears about IP and copyright are stopping brands taking advantage of the benefits. This new WFA report highlights options open to advertisers to create safe spaces for GenAI use.

    Read more about "Major multinationals identify six key IP risks of GenAI in marketing"

Join the community

Stay in touch and participate in WFA's AI work.

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