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. Benchmark
    Marketing procurementAIMarketing procurement

    Benchmark: Content adaptation at scale using automation and GenAI

    WFA

    WFA member benchmark exploring how WFA members are adapting content at scale

    Read more about "Benchmark: Content adaptation at scale using automation and GenAI"
  2. Spotlight: Journey with GenAI: real-world applications and current progress
    Video
    CreativityAI

    Spotlight: Journey with GenAI: real-world applications and current progress

    WFA

    Trying to keep up with AI? Intentful’s Marina Petrova offers a much-needed update and reality check.

    Read more about "Spotlight: Journey with GenAI: real-world applications and current progress"
  3. Benchmark: Gen AI on marketing creative
    Benchmark
    Privacy & techAI

    Benchmark: Gen AI on marketing creative

    WFA

    WFA member benchmark on guidelines on the use of generative AI in marketing creative

    Read more about "Benchmark: Gen AI on marketing creative"

Join the community

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

Join now