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 figures in most brands’ marketing plans, says new WFA research
    NewsPress releasesBenchmark
    Digital policyMarketing technologyAIMarketing technology

    GenAI figures in most brands’ marketing plans, says new WFA research

    Gabrielle Robitaille

    A new survey conducted by WFA finds that three in four companies already use GenAI or plan to use it soon. Optimism about its potential is matched by concern about the risks to brand reputation. Eight in ten have developed or are developing internal policies on use of GenAI.

    Read more about "GenAI figures in most brands’ marketing plans, says new WFA research"
  2. Will AI boost DEI efforts in advertising or destroy them?
    Expert opinion
    Advertising & policyInclusive marketingAI

    Will AI boost DEI efforts in advertising or destroy them?

    Arwa Mahdawi

    Several years ago, I launched a website called rentaminority.com where — clue is in the name — you could quickly and easily rent a minority. If you were a multinational corporation who’d realized, in a panic, that your conference panel or client meeting consisted entirely of white men, you could go on my site and, with just a couple of clicks, order the minority of your choice to make your organisation look more woke. It was like an Uber for diversity.

    Read more about "Will AI boost DEI efforts in advertising or destroy them?"
  3. NewsReport
    Advertising & policyAI

    GARM launches Generative AI and Metaverse brand safety playbook

    WFA

    Please note that GARM was discontinued on August 8. See more here.

    GARM has launched a new guide to incorporate brand safety into Generative AI and Metaverse activations, designed to help advertisers navigate these innovations. Although these are two distinctive technologies, GARM wants to put brand safety at the heart of their development before practices can become established that expose advertisers to reputational risk.

    Read more about "GARM launches Generative AI and Metaverse brand safety playbook"

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