WFA: Spotlight: Inclusive Gen AI – a framework for mitigating risk (4.12.2025)

90% of multinationals say addressing risk of bias and discrimination when using Gen AI in marketing is extremely or very important. But only 27% said their companies are taking measures to mitigate risk, revealing a “perception-action gap”.

Join us for an insightful session on the recently published WFA Inclusive Gen AI Marketing Framework, developed in partnership with The Brandtech Group.

Drawing on expertise from WFA’s AI and Inclusive Marketing Communities, this framework provides practical considerations and real-world case studies to help brands identify and avoid bias when using AI. Built around five pillars – Principles, Policies, Processes, People and Partners – this guide empowers marketers to transform awareness into action and unlock AI’s potential as a driver of inclusive growth. 

In this webinar, we will explore where and how bias can occur in the AI use and development cycle. Amy Arnell, Generative AI Business Manager at The Brandtech Group and co-author of the guide, will share actionable insights and real-world scenarios that brings the Inclusive Gen AI Marketing Framework to life, along with a brand case study from a WFA member.