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 Spotlight: How AI generates brands

    21 Oct 2026

    There are places available.

    What does AI mean for the future of brands and their relationship with consumers? 

    More information Register for this meeting

  2. The regulatory trends shaping marketing: what brands need to know

    19 Nov 2026

    There are places available.

    Join for a one-hour briefing on the key policy and regulatory developments shaping the future of marketing worldwide.

    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. Navigating the EU AI Act labelling obligations in practice
    WebinarGuides & templates
    AI

    Navigating the EU AI Act labelling obligations in practice

    Maxime Ricard

    As the EU AI Act takes effect, brands need clarity when AI-generated advertising content must be disclosed. Maxime Ricard, Senior Digital Policy Manager at WFA, offers some thoughts.

    WFA's latest webinar explored the practical application of Article 50, offering marketers an actionable guide on compliance, governance and consumer trust.

    Read more about "Navigating the EU AI Act labelling obligations in practice"
  2. WFA releases new report on AI visibility and discoverability
    Guides & templatesReport
    AI

    WFA releases new report on AI visibility and discoverability

    WFA

    The Future of Discoverability is designed to share best practice for brand marketers in the age of AI-powered search.

    Read more about "WFA releases new report on AI visibility and discoverability"
  3. How should marketers respond to AI?
    Expert opinion
    AI

    How should marketers respond to AI?

    WFA

    What is the best way to incorporate AI into a marketing organisation? Leading marketers from Arla Foods, Carlsberg, LEGO, L'Oreal, Mars, Opella, Pernod Ricard, P&G, Reckitt, The Magnum Ice Cream Company share their views.

    Read more about "How should marketers respond to AI?"

Join the community

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

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