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.
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. Spotlight: The Democratisation of Virtual Production
    Video
    CreativityMarketing procurementAIMarketing procurement

    Spotlight: The Democratisation of Virtual Production

    WFA

    The past few years have seen the emergence and evolution of virtual production.

    Read more about "Spotlight: The Democratisation of Virtual Production"
  2. APAC Spotlight: Creative briefing - using AI to stoke EI
    VideoWebinar
    CreativityMarketing technologyAIDigital media transformationMarketing technology

    APAC Spotlight: Creative briefing - using AI to stoke EI

    WFA

    WFA members have always been quite humble in accepting that their briefing processes have enormous room for improvement. Bad briefs are said to cost the global economy $200 Billion in lost opportunity annually.

    Read more about "APAC Spotlight: Creative briefing - using AI to stoke EI"
  3. Benchmark: AI in the Insights practice
    Benchmark
    AI

    Benchmark: AI in the Insights practice

    WFA

    WFA member benchmark exploring how WFA members are incorporating AI in their insights practice.

    Read more about "Benchmark: AI in the Insights practice"

Join the community

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

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