GenAI Contract Best Practice

Generative AI Contract Best Practice

Practical guidance from WFA and R3 on mitigating risk and driving responsible generative AI use across the marketing supply chain.

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WFA research from September 2024 reveals that 80% of brands are concerned about how partners are using generative AI on their behalf. As a result, more than half of companies plan to review contracts with agencies and vendors to ensure responsible generative AI use and governance across their supply chain.

To support marketers’ contract reviews, WFA, in partnership with marketing consultancy R3, has developed voluntary guidance on generative AI contract best practice. The objective is to assist brands in driving transparency and trust in generative AI adoption and safeguarding brand reputation.

In particular, the document seeks to:

  1. Provide insights into the types of GenAI issues that could be addressed in contracts
  2. Explore what makes a robust contractual clause
  3. Share practical steps to drive generative AI contract compliance with agencies and vendors
  4. Drive awareness of variations in regulation impacting the use of generative AI across key markets globally

Findings include: 
  • GenAI is most used in content creation, content ideation and task automation
  • 70% are prioritising GenAI for efficiencies over marketing effectiveness
  • Brand owners remain cautious about using AI-generated content in marketing
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Read more about the research here. Please note that this guide is WFA member content only. If you'd like to know more about WFA membership, please contact membership@wfanet.org.