Posts about AI

Industry knowledge

WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed by WFA member input and developed in close cooperation with the best experts from across the industry.

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  1. Benchmark
    Marketing procurementAIMarketing procurement

    Benchmark: Content adaptation at scale using automation and GenAI

    WFA

    WFA member benchmark exploring how WFA members are adapting content at scale

    Read more about "Benchmark: Content adaptation at scale using automation and GenAI"
  2. Spotlight: Journey with GenAI: real-world applications and current progress
    Video
    CreativityAI

    Spotlight: Journey with GenAI: real-world applications and current progress

    WFA

    Trying to keep up with AI? Intentful’s Marina Petrova offers a much-needed update and reality check.

    Read more about "Spotlight: Journey with GenAI: real-world applications and current progress"
  3. Benchmark: Gen AI on marketing creative
    Benchmark
    Privacy & techAI

    Benchmark: Gen AI on marketing creative

    WFA

    WFA member benchmark on guidelines on the use of generative AI in marketing creative

    Read more about "Benchmark: Gen AI on marketing creative"
  4. Tackling the nitty gritty of Generative AI
    Report
    Marketing technologyAIMarketing technology

    Tackling the nitty gritty of Generative AI

    Gabrielle Robitaille

    No new technology comes without risks and Generative AI is no exception. Brands need to be alert to the challenges if they want to take advantage of the opportunities, says WFA Associate Director, Digital Policy, Gabrielle Robitaille.

    Read more about "Tackling the nitty gritty of Generative AI"
  5. Spotlight: Creative briefing - using AI to stoke EI
    Video
    CreativityMarketing technologyAIDigital media transformationMarketing technology

    Spotlight: Creative briefing - using AI to stoke EI

    WFA

    WFA members have always been quite humble in accepting that their briefing processes have enormous room for improvement. Bad briefs are said to cost the global economy $200 Billion in lost opportunity annually.

    Read more about "Spotlight: Creative briefing - using AI to stoke EI"
  6. Spotlight: Search Engine Optimisation (SEO)
    Video
    AI

    Spotlight: Search Engine Optimisation (SEO)

    WFA

    The search landscape is evolving faster than ever before, and with the advent of AI this is only going to continue.

    Read more about "Spotlight: Search Engine Optimisation (SEO)"
  7. Data Ethics Workshop: Generative AI
    Video
    Advertising & policyDigital policyAI

    Data Ethics Workshop: Generative AI

    WFA

    WFA’s data ethics workshops aim to operationalise the key recommendations put forward in the CMO Guide to Data Ethics in Practice.

    Read more about "Data Ethics Workshop: Generative AI"
  8. Benchmark: Generative AI training
    Benchmark
    AI

    Benchmark: Generative AI training

    WFA

    WFA member benchmark exploring training in Generative AI.

    Read more about "Benchmark: Generative AI training"
  9. Spotlight: The impact of AI on Production
    Video
    Marketing technologyAIMarketing technology

    Spotlight: The impact of AI on Production

    WFA

    Are we seeing genuine innovation or just greater efficiency?

    Read more about "Spotlight: The impact of AI on Production"
  10. GenAI figures in most brands’ marketing plans, says new WFA research
    NewsPress releasesBenchmark
    Digital policyMarketing technologyAIMarketing technology

    GenAI figures in most brands’ marketing plans, says new WFA research

    Gabrielle Robitaille

    A new survey conducted by WFA finds that three in four companies already use GenAI or plan to use it soon. Optimism about its potential is matched by concern about the risks to brand reputation. Eight in ten have developed or are developing internal policies on use of GenAI.

    Read more about "GenAI figures in most brands’ marketing plans, says new WFA research"
  11. Will AI boost DEI efforts in advertising or destroy them?
    Expert opinion
    Advertising & policyInclusive marketingAI

    Will AI boost DEI efforts in advertising or destroy them?

    Arwa Mahdawi

    Several years ago, I launched a website called rentaminority.com where — clue is in the name — you could quickly and easily rent a minority. If you were a multinational corporation who’d realized, in a panic, that your conference panel or client meeting consisted entirely of white men, you could go on my site and, with just a couple of clicks, order the minority of your choice to make your organisation look more woke. It was like an Uber for diversity.

    Read more about "Will AI boost DEI efforts in advertising or destroy them?"
  12. NewsReport
    Advertising & policyAI

    GARM launches Generative AI and Metaverse brand safety playbook

    WFA

    Please note that GARM was discontinued on August 8. See more here.

    GARM has launched a new guide to incorporate brand safety into Generative AI and Metaverse activations, designed to help advertisers navigate these innovations. Although these are two distinctive technologies, GARM wants to put brand safety at the heart of their development before practices can become established that expose advertisers to reputational risk.

    Read more about "GARM launches Generative AI and Metaverse brand safety playbook"
  13. If Artificial Intelligence can end humanity, just imagine what it can do for marketing!
    Expert opinion
    Digital policyAI

    If Artificial Intelligence can end humanity, just imagine what it can do for marketing!

    David Jones

    If we are to believe all the articles currently being written on the subject of Artificial Intelligence, it’s highly probable that it will cause the end of humanity.

    Read more about "If Artificial Intelligence can end humanity, just imagine what it can do for marketing!"
  14. Webinar: AI & advertising, a consumer perspective
    Video
    Advertising & policyDigital policyAd techPrivacy & techAI

    Webinar: AI & advertising, a consumer perspective

    WFA

    A report on the potential harms of AI powered advertising, and thoughts on redesigning the system.

    Read more about "Webinar: AI & advertising, a consumer perspective"
  15. Driving brand value with emotional intelligence in content
    Report
    Media & analyticsMarketing technologyAIMarketing technology

    Driving brand value with emotional intelligence in content

    WFA

    This study, by AI technology company Mirriad, links emotions in entertainment content with how they drive brand value.

    Read more about "Driving brand value with emotional intelligence in content"
  16. Major multinationals identify emerging skills gaps on AI, programmatic and IoT
    Press releases
    AI

    Major multinationals identify emerging skills gaps on AI, programmatic and IoT

    WFA

    Performance lags priority on digital integration and e-commerce

    Read more about "Major multinationals identify emerging skills gaps on AI, programmatic and IoT"