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. NewsReport
    Advertising & policyAI

    GARM launches Generative AI and Metaverse brand safety playbook

    WFA

    Please note that GARM was discontinued on August 8. See more here.

    GARM has launched a new guide to incorporate brand safety into Generative AI and Metaverse activations, designed to help advertisers navigate these innovations. Although these are two distinctive technologies, GARM wants to put brand safety at the heart of their development before practices can become established that expose advertisers to reputational risk.

    Read more about "GARM launches Generative AI and Metaverse brand safety playbook"
  2. If Artificial Intelligence can end humanity, just imagine what it can do for marketing!
    Expert opinion
    Digital policyAI

    If Artificial Intelligence can end humanity, just imagine what it can do for marketing!

    David Jones

    If we are to believe all the articles currently being written on the subject of Artificial Intelligence, it’s highly probable that it will cause the end of humanity.

    Read more about "If Artificial Intelligence can end humanity, just imagine what it can do for marketing!"
  3. Webinar: AI & advertising, a consumer perspective
    Video
    Advertising & policyDigital policyAd techPrivacy & techAI

    Webinar: AI & advertising, a consumer perspective

    WFA

    A report on the potential harms of AI powered advertising, and thoughts on redesigning the system.

    Read more about "Webinar: AI & advertising, a consumer perspective"

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

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