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. How to build better brands?
    Video
    Brand purposeBrand reputationCreativityGlobal Marketer WeekMarketing technologyAIDigital media transformationMarketing technology

    How to build better brands?

    WFA

    CMOs at Global Marketer Week provide key pointers on what will help build stronger, more resilient brands.

    Read more about "How to build better brands?"
  2. From AI to Audiences: Key Takeaways from Global Marketer Week 2024
    Expert opinion
    CreativityGlobal Marketer WeekMarketing technologyAIMarketing technology

    From AI to Audiences: Key Takeaways from Global Marketer Week 2024

    Brenna Brandes

    It was a massive week of insights and inspiration in Toronto. Brenna Brandes, Junior Marketing Services Manager at WFA, picks out the highlights.

    Read more about "From AI to Audiences: Key Takeaways from Global Marketer Week 2024"
  3. This month in AI: new tools, content labelling, voice cloning and licensing deals
    Expert opinion
    Digital policyMarketing technologyAIMarketing technology

    This month in AI: new tools, content labelling, voice cloning and licensing deals

    Gabrielle Robitaille

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging. WFA’s monthly update serves as your one-stop round up of the most important developments impacting your use of AI, to help you stay informed of the forces transforming the marketing industry today.

    Read more about "This month in AI: new tools, content labelling, voice cloning and licensing deals"

Join the community

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

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