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. Spotlight: The new retail reality - when AI shops for us

    27 Nov 2025

    There are places available.

    The future of retail isn’t just digital – It’s autonomous. As AI agents like ChatGPT evolve from assistants to decision-makers, we are entering an era where machines don’t just recommend products – they buy them.

    More information Register for this meeting

  2. 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. AI Knowledge Spotlight with IPSOS
    Webinar
    AI

    AI Knowledge Spotlight with IPSOS

    WFA

    WFA research finds that upskilling remains one of the greatest roadblocks to AI adoption among brands. To help marketers navigate this challenge, WFA is expanding its webinar series to focus on AI.

    Read more about "AI Knowledge Spotlight with IPSOS"
  2. Unlocking AI for Public Affairs
    Webinar
    AI

    Unlocking AI for Public Affairs

    WFA

    A 90-minute interactive Policy Action Group (PAG) session, hosted in collaboration with Influence Builders, explored how public affairs professionals can harness AI to sharpen advocacy strategies, amplify influence and drive smarter engagement.  

    Read more about "Unlocking AI for Public Affairs"
  3. Marketers move to make AI adoption more sustainable
    Survey
    AI

    Marketers move to make AI adoption more sustainable

    Michelle McEvoy, Gabrielle Robitaille

    As global marketers adapt to AI, its environmental impact is set to become an issue of increasing importance, say Gabrielle Robitaille, Director of Policy, and Michelle McEvoy, Global Lead, Sustainable Marketing at WFA.

    Read more about "Marketers move to make AI adoption more sustainable"

Join the community

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

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