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. Webinar: Descubriendo el uso de la IA generativa por parte de las agencias
    Video
    Agency managementAI

    Webinar: Descubriendo el uso de la IA generativa por parte de las agencias

    Jon Baldwin Quintanilla

    De la mano de Guillermo Girola de R3, descubre cómo las agencias y medios utilizan la IA generativa y qué medidas puedes tomar para gestionar sus riesgos.

    Read more about "Webinar: Descubriendo el uso de la IA generativa por parte de las agencias"
  2. Three-quarters of brands want to change their agency remuneration model
    Report
    Agency managementMarketing technologyMarketing structureAIMarketing technology

    Three-quarters of brands want to change their agency remuneration model

    Tom Ashby

    According to new research from WFA and global media advisors MediaSense, three out of four multinational brands are seeking to change their agency renumeration model in the next three years.

    Read more about "Three-quarters of brands want to change their agency remuneration model"
  3. Knowledge Spotlight: Digital Privacy 101
    Video
    Advertising & policyMedia & analyticsAI

    Knowledge Spotlight: Digital Privacy 101

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Digital Privacy 101"

Join the community

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

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