New framework seeks to help brands leverage AI inclusively

90% of multinationals say addressing risk of bias and discrimination when using Gen AI in marketing is extremely or very important. However, only 27% said their companies are taking measures to mitigate risk, revealing a potential “perception-action gap”, according to WFA research. 

To address this gap, WFA has teamed up with its strategic partner for technology and AI, The Brandtech Group, to create a framework that ensures that adding Gen AI tools to marketing practice doesn’t lead to an unwitting increase in bias and discrimination - and ensure that the new technology can be used as a driver of inclusive growth.  

The new Inclusive Gen AI Marketing Framework builds on discussions and insights from WFA’s AI Community and Inclusive Marketing Community, two of WFA’s horizontal P2P groups bringing together hundreds of senior marketers, with input from The Brandtech Group. 

At the heart of the guide is a new 5 Ps framework designed to help marketers build voluntary guardrails that can enable them to connect with the widest possible audience. The 5 Ps are: 

1. Principles: Defining what responsible AI means;  
2. Policies: Translating responsible AI principles into practice;
3. Processes: Embedding safeguards into AI workflows;
4. People: Empowering talent and amplifying creativity;
5. Partners: Ensuring responsible AI practices cascade down across the value chain. 

The new resource also includes real-world scenarios on the implementation and challenges presented by Gen AI.