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

Upcoming Community events

  1. Spotlight: The power of storytelling with Ipsos

    7 Oct 2026

    There are places available.

    A one-hour session on how to stop selling and start storytelling 

    More information Register for this meeting

  2. 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

  3. Spotlight: How to risk assess AI tools and tech with Bonsai

    10 Nov 2026

    There are places available.

    A one-hour session on how to assess the risks behind AI tools 

    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. 96% of major brands now use AI in marketing, WFA research finds
    Press releasesSurvey
    AI

    96% of major brands now use AI in marketing, WFA research finds

    WFA

    State of AI in Marketing 2026 shows AI moving beyond content into insights, media and strategy, with scaling and skills now the biggest challenges

    Read more about "96% of major brands now use AI in marketing, WFA research finds"
  2. Strategic thinking is the biggest skills gap for marketing, WFA research
    Press releases
    AIMarketing structureMarketing capabilities

    Strategic thinking is the biggest skills gap for marketing, WFA research

    WFA

    World’s biggest companies say there’s an acute shortage of people who can deliver judgement, prioritisation and insight development. Brands need to upskill existing staff rather than trying to hire their way out of the problem

    Read more about "Strategic thinking is the biggest skills gap for marketing, WFA research"
  3. Navigating the EU AI Act labelling obligations in practice
    Guides & templatesWebinar
    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"

Join the community

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

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