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. Generative and Agentic AI are coming for media
    Report
    Advertising & policyAI

    Generative and Agentic AI are coming for media

    Gabrielle Robitaille

    New research reveals that generative and agentic AI is set to have a major impact on media practices.

    Read more about "Generative and Agentic AI are coming for media"
  2. In case you missed it… Powerful WFA content from Q2: media inflation, AI influencers, marketing capability team structures and more
    News
    AI

    In case you missed it… Powerful WFA content from Q2: media inflation, AI influencers, marketing capability team structures and more

    WFA

    We are constantly working with our members to share best practice and smart ways for marketing to make a bigger impact. Here are some of our highlights from the second quarter of 2025 that you might have missed:

    Read more about "In case you missed it… Powerful WFA content from Q2: media inflation, AI influencers, marketing capability team structures and more"
  3. AI essentials: carbon footprints, generative engine optimisation, agentic commerce and rogue agents
    Expert opinion
    Marketing technologyAIMarketing technology

    AI essentials: carbon footprints, generative engine optimisation, agentic commerce and rogue agents

    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: carbon footprints, generative engine optimisation, agentic commerce and rogue agents"

Join the community

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

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