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. Marketing procurement’s early AI steps
    Benchmark
    AI

    Marketing procurement’s early AI steps

    Laura Forcetti

    AI is rewiring the whole marketing economy, including marketing procurement. Laura Forcetti, Director, Marketing Asia-Pacific, and Global Sourcing, presents some industry-first research into the scale of adoption across the function.

    Read more about "Marketing procurement’s early AI steps"
  2. AI essentials: MIT reality check, the sustainability paradox, US deregulation and EU Code of Practice
    Expert opinion
    Marketing technologyAIMarketing technology

    AI essentials: MIT reality check, the sustainability paradox, US deregulation and EU Code of Practice

    Gabrielle Robitaille

    AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how they impact marketing and media. 

    Read more about "AI essentials: MIT reality check, the sustainability paradox, US deregulation and EU Code of Practice"
  3. WFA Survey: AI for marketing procurement purposes
    Benchmark
    AI

    WFA Survey: AI for marketing procurement purposes

    WFA

    This WFA survey seeks to identify general industry trends regarding the adoption and use of (Gen)AI in marketing procurement within the advertising sector.

    Read more about "WFA Survey: AI for marketing procurement purposes"

Join the community

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

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