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

GenAI Contract Best Practice

GenAI Contract Best Practice

Practical, voluntary guidance from WFA and R3 on mitigating risk and driving responsible generative AI use across the marketing supply chain.
See more
GenAI Primer

GenAI Primer

Practical, voluntary guidance on how brands can use generative AI safely.
See more
GenAI Survey

GenAI Survey

This WFA survey found that three in four companies already use GenAI or plan to use it soon.
See more

Upcoming Community events

  1. AI Knowledge Spotlight: Managing risk when choosing AI tools

    15 Jan 2026

    There are places available.

    This session will help you identify and mitigate reputational, legal and ethical risks when selecting 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. How brands are tackling generative AI’s challenges and opportunities
    Expert opinion
    AI

    How brands are tackling generative AI’s challenges and opportunities

    WFA

    WFA research into the usage of generative AI earlier this month revealed that legal and ethical risks and lack of capabilities remain major roadblocks to more widespread adoption. Eighty percent of brands cited concerns about agency use of GenAI.

    Read more about "How brands are tackling generative AI’s challenges and opportunities"
  2. This month in AI: contract best practice for GenAI, consumers still divided on ad use, ad-funded chatbots and more privacy concerns
    Expert opinion
    Digital policyMarketing technologyAIMarketing technology

    This month in AI: contract best practice for GenAI, consumers still divided on ad use, ad-funded chatbots and more privacy concerns

    Gabrielle Robitaille

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging. WFA’s monthly AI update serves as your one-stop round up of the most important developments to help you stay informed of the forces transforming the marketing industry. Gabrielle Robitaille, Associate Director, Digital Policy at WFA, identifies the most important announcements and events of the last month.

    Read more about "This month in AI: contract best practice for GenAI, consumers still divided on ad use, ad-funded chatbots and more privacy concerns"
  3. Consumer perspectives on AI in advertising & marketing
    Digital policyAI

    Consumer perspectives on AI in advertising & marketing

    Gabrielle Robitaille

    Keep track of consumers expectations and perspectives on the use of generative AI in advertising and marketing.

    Read more about "Consumer perspectives on AI in advertising & marketing"

Join the community

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

Join now