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.
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GenAI Primer

GenAI Primer

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

GenAI Survey

This WFA survey found that three in four companies already use GenAI or plan to use it soon.
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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. Spotlight: Uncovering agency use of generative AI
    Video
    Digital policyMarketing technologyAIMarketing technology

    Spotlight: Uncovering agency use of generative AI

    Gabrielle Robitaille

    A deep dive into how media and creative agencies are using generative AI, and what this means for brands.

    Read more about "Spotlight: Uncovering agency use of generative AI"
  2. This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars
    Expert opinion
    Digital policyMarketing technologyAIMarketing technology

    This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars

    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 the WFA identifies six important announcements.

    Read more about "This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars"
  3. Responsible AI principles
    Briefings & position papers
    Advertising & policyAI

    Responsible AI principles

    WFA

    An overview of the most commonly adopted responsible AI principles guiding brands’ use of generative AI

     

    Read more about "Responsible AI principles"

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

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