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The World Federation of Advertisers (WFA) has established an AI Community, including representatives from leading global brands such as Axa, Diageo, Kraft Heinz, Mars, and Lego, to navigate the use of AI.
The WFA aims to “support brands in harnessing the potential of generative AI to enhance creativity and marketing effectiveness while addressing legal, ethical, and reputational risks.”
This initiative is open to senior marketers, legal experts, and policy professionals within WFA member companies who are involved in AI and its applications. The diverse expertise within this group will allow the integration of ongoing WFA projects, including efforts by the Global Alliance for Responsible Media to manage the monetization and moderation challenges associated with generative AI.
WFA’s CEO emphasizes the need for careful consideration when using generative AI, noting that the new AI Community is designed to ensure that WFA members have the necessary knowledge to implement this technology effectively and responsibly.