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.

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.

With the rapid pace of change in AI and its regulation, WFA has updated its member-only Global AI Map.

While many marketers are testing AI, shifting the conversation to mainstream operations is proving more difficult. Gabrielle Robitaille, Director of Policy at WFA, outlines how brands can overcome the barriers to adoption.

A new WFA guide looks to help brands identify and avoid the risk of reinforcing bias and discrimination when using Gen AI in their marketing and use the technology as a driver of inclusive growth.

AI is reshaping how consumers discover, evaluate and purchase products and services, fundamentally reshaping search dynamics. For brands, this evolution raises critical questions about visibility, measurement and relevance in a world where AI models increasingly mediate consumer journeys.

A 90-minute interactive Policy Action Group (PAG) session, hosted in collaboration with Influence Builders, explored how public affairs professionals can harness AI to sharpen advocacy strategies, amplify influence and drive smarter engagement.  

AI is rewiring the whole marketing economy, including marketing procurement. Laura Forcetti, Director, Marketing Asia-Pacific, and Global Sourcing, presents some industry-first research into the scale of adoption across the function.

This WFA survey seeks to identify general industry trends regarding the adoption and use of (Gen)AI in marketing procurement within the advertising sector.