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. WFA Webinar: Complying with EU AI transparency obligations

    03 Sept 2026

    There are places available.

    Join us to gain exclusive insights into how lawyers and brands approach AI labelling in the EU.

    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. Marketers move to make AI adoption more sustainable
    Survey
    AI

    Marketers move to make AI adoption more sustainable

    Michelle McEvoy, Gabrielle Robitaille

    As global marketers adapt to AI, its environmental impact is set to become an issue of increasing importance, say Gabrielle Robitaille, Director of Policy, and Michelle McEvoy, Global Lead, Sustainable Marketing at WFA.

    Read more about "Marketers move to make AI adoption more sustainable"
  2. Knowledge Spotlight: Privacy enhancing technologies (PETs) in advertising with Google
    Webinar
    Advertising & policy

    Knowledge Spotlight: Privacy enhancing technologies (PETs) in advertising with Google

    WFA

    In an era of increasing privacy demands, Privacy-Enhancing Technologies (PETs) are essential. But what exactly are they?

    Read more about "Knowledge Spotlight: Privacy enhancing technologies (PETs) in advertising with Google"
  3. 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"

Join the community

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

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