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. AI essentials: carbon footprints, generative engine optimisation, agentic commerce and rogue agents
    Expert opinion
    Marketing technologyAIMarketing technology

    AI essentials: carbon footprints, generative engine optimisation, agentic commerce and rogue agents

    Gabrielle Robitaille

    AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how they impact marketing and media. 

    Read more about "AI essentials: carbon footprints, generative engine optimisation, agentic commerce and rogue agents"
  2. Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals
    Video
    AI

    Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals

    WFA

    According to WFA research, capability building and up-skilling remains one of the greatest roadblocks to (Gen) AI adoption among brands, alongside legal and ethical risks. To help marketers navigate these challenges and overcome roadblocks, WFA is expanding its webinar series to focus on AI.

    Read more about "Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals"
  3. Bias in AI and Inclusive Prompting with Creative Equals
    Webinar
    AI

    Bias in AI and Inclusive Prompting with Creative Equals

    WFA

    Bias in AI and inclusive prompting: identifying and challenging bias in AI tools. 

    Read more about "Bias in AI and Inclusive Prompting with Creative Equals"

Join the community

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

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