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. In case you missed it… Powerful WFA content from Q2: from AI to DEI, Halo and Positive Marketing
    Report
    Digital policyCreativityGlobal Marketer WeekInclusive marketingAI

    In case you missed it… Powerful WFA content from Q2: from AI to DEI, Halo and Positive Marketing

    WFA

    The WFA team is constantly working with members to share best practice and smart ways for marketing to make a bigger impact.

    Read more about "In case you missed it… Powerful WFA content from Q2: from AI to DEI, Halo and Positive Marketing"
  2. EU AI Act
    Advertising & policyAI

    EU AI Act

    WFA

    WFA has developed a briefing on the EU AI Act, outlining the key provisions and potential implications for advertisers

    Read more about "EU AI Act"
  3. Differentiating skills in the AI era
    Event reports
    CreativityMarketing technologyCannes LionsAIMarketing technology

    Differentiating skills in the AI era

    Laura Forcetti

    Technology does not win awards. Commercial craftsmanship will continue to make the difference, but marketers do need to adapt to succeed in an AI-driven world, as Laura Forcetti explains.

    Read more about "Differentiating skills in the AI era"

Join the community

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

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