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

    18 Feb 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. 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"
  2. Driving brand value with emotional intelligence in content
    Report
    Media & analyticsMarketing technologyAIMarketing technology

    Driving brand value with emotional intelligence in content

    WFA

    This study, by AI technology company Mirriad, links emotions in entertainment content with how they drive brand value.

    Read more about "Driving brand value with emotional intelligence in content"
  3. Major multinationals identify emerging skills gaps on AI, programmatic and IoT
    Press releases
    AI

    Major multinationals identify emerging skills gaps on AI, programmatic and IoT

    WFA

    Performance lags priority on digital integration and e-commerce

    Read more about "Major multinationals identify emerging skills gaps on AI, programmatic and IoT"

Join the community

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

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