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. Tackling the nitty gritty of Generative AI
    Report
    Marketing technologyAIMarketing technology

    Tackling the nitty gritty of Generative AI

    Gabrielle Robitaille

    No new technology comes without risks and Generative AI is no exception. Brands need to be alert to the challenges if they want to take advantage of the opportunities, says WFA Associate Director, Digital Policy, Gabrielle Robitaille.

    Read more about "Tackling the nitty gritty of Generative AI"
  2. Spotlight: Creative briefing - using AI to stoke EI
    Video
    CreativityMarketing technologyAIDigital media transformationMarketing technology

    Spotlight: Creative briefing - using AI to stoke EI

    WFA

    WFA members have always been quite humble in accepting that their briefing processes have enormous room for improvement. Bad briefs are said to cost the global economy $200 Billion in lost opportunity annually.

    Read more about "Spotlight: Creative briefing - using AI to stoke EI"
  3. Spotlight: Search Engine Optimisation (SEO)
    Video
    AI

    Spotlight: Search Engine Optimisation (SEO)

    WFA

    The search landscape is evolving faster than ever before, and with the advent of AI this is only going to continue.

    Read more about "Spotlight: Search Engine Optimisation (SEO)"

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

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