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.
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Upcoming Community events

There are no meetings published at the moment. Please check back later!

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. 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?"
  2. Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research
    Guides & templatesSurvey
    AI

    Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research

    WFA

    Eighty-two percent of multinationals believe transparency is essential for protecting brand reputation

    WFA launches new best-practice guidance for AI-generated marketing creative

    Read more about "Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research"
  3. Global Marketer Week 2026: Four days, 10 events, 1000 people from 40 countries.
    News
    Global Marketer Week

    Global Marketer Week 2026: Four days, 10 events, 1000 people from 40 countries.

    WFA

    Global Marketer Week 2026 is coming to Stockholm on 21–24 April for the very first time and the agenda is shaping up to be one of the strongest programmes yet.

    Read more about "Global Marketer Week 2026: Four days, 10 events, 1000 people from 40 countries."

Join the community

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

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