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. WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta
    Expert opinion
    AI

    WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta

    WFA

    In this episode of the Better Marketing Podcast, Nicola Mendelsohn, Meta's Head of Global Business Group, shares insights on how Meta is transforming from a teenage platform to a mature business partner for advertisers with innovative tools, AI implementation and a renewed focus on effectiveness.

    Read more about "WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta"
  2. Major brands wary of using AI influencers
    Report
    Influencer marketingAI

    Major brands wary of using AI influencers

    Gabrielle Robitaille

    New research by WFA has found that major multinationals are currently wary about using AI influencers in place of the real thing.

    Read more about "Major brands wary of using AI influencers"
  3. WFA at Grab, Meeting Overview (April 2025)
    AI

    WFA at Grab, Meeting Overview (April 2025)

    WFA

    Overview of the event held at Grab HQ in Singapore on the 24th of April.

    Read more about "WFA at Grab, Meeting Overview (April 2025)"

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

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