AI tools are becoming increasingly embedded in marketing workflows, but what sits behind the interface can be considerably more complex than traditional software. A single tool may involve multiple models and providers, changing data practices, different access routes and, increasingly, systems capable of taking actions on a user’s behalf.

So how can brands understand what they are actually buying, assess the risks and put the right safeguards in place?

Join Laura Holden, Founder and CEO of Bonsai, and WFA for a practical session exploring the key considerations when assessing AI technology and tools. Laura will walk through what brands should look for when assessing AI tools, from understanding the architecture, models and data flows behind a product, to evaluating security, reliability, controls, contractual protections and the risks of changing technology.

Expect practical insights and examples on how to ask the right questions of suppliers, gather meaningful evidence and apply proportionate safeguards before deploying AI tools.