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. AI Community meeting overview (April 2024)
    Event reports
    Advertising & policyDigital policyAI

    AI Community meeting overview (April 2024)

    WFA

    Overview of the AI Community meeting held remotely on 24 April 2024.

    Read more about "AI Community meeting overview (April 2024)"
  2. This month in AI: brands say no to agencies, paid AI search, new regulations and the rise of AI influencers
    Expert opinion
    Digital policyAI

    This month in AI: brands say no to agencies, paid AI search, new regulations and the rise of AI influencers

    Gabrielle Robitaille

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging. As AI transforms the marketing industry at an unprecedented rate, staying informed has never been more important. That’s why I am launching WFA’s monthly AI update, serving as your one-stop round up of the most important developments impacting your use of AI.

    Read more about "This month in AI: brands say no to agencies, paid AI search, new regulations and the rise of AI influencers"
  3. WFA Better Marketing Pod Ep 32: On AI, sharing and scaling with Asmita Dubey, L'Oréal
    Video
    CreativityMarketing technologyAIMarketing technology

    WFA Better Marketing Pod Ep 32: On AI, sharing and scaling with Asmita Dubey, L'Oréal

    WFA

    In episode 32 of the Better Marketing Pod, David Wheldon speaks to L'Oréal's CMO, Marketer of 2023 and Global Marketer Week speaker, Asmita Dubey.

    Read more about "WFA Better Marketing Pod Ep 32: On AI, sharing and scaling with Asmita Dubey, L'Oréal"

Join the community

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

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