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. GenAI and the marketing essentials that won’t change
    Expert opinion
    Marketing technologyAIMarketing technology

    GenAI and the marketing essentials that won’t change

    Laura Forcetti

    As more brands and agencies get excited by generative AI (GenAI), WFA’s Director of Global Sourcing, Laura Forcetti, hosted a panel at Spikes Asia exploring the intersection between GenAI and the foundations of effective marketing. Here are the key lessons:

    Read more about "GenAI and the marketing essentials that won’t change"
  2. In case you missed it… Powerful WFA content from Q1
    NewsBenchmarkVideoReport
    Digital policyCreativityAI

    In case you missed it… Powerful WFA content from Q1

    WFA

    The WFA team is constantly working with members to share best practice and smart ways for marketing to make a bigger impact.

    Read more about "In case you missed it… Powerful WFA content from Q1"
  3. WFA names leadership team for new AI Community
    Press releases
    AI

    WFA names leadership team for new AI Community

    WFA

    This AI community is designed to help advertisers find the best ways to harness the opportunities of Generative AI while minimising risk.

    Read more about "WFA names leadership team for new AI Community"

Join the community

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

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