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AI for effective and trusted brands

Artificial intelligence is rapidly transforming the way marketers design their strategies and operations, enhancing the effectiveness and productivity of their communication campaigns. This is why UBA offers a variety of content and activities on this topic, including guides for the optimal use of AI, training on practical aspects as well as legal and regulatory frameworks, and numerous articles. The goal is to help brands leverage AI to strengthen themselves and gain trust from their audience.

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Guidelines on artificial intelligence & communication

This document highlights 10 principles for agencies and brands to consider for the responsible use of artificial intelligence in commercial communications. Practical guidelines that are easy to implement to build trust with clients and consumers.

Download the guideline

Master Classes on Artificial Intelligence

Dive into the world of artificial intelligence with UBA. Discover our exclusive training offerings to master AI effectively and responsibly. Our sessions cover key areas of AI application in marketing: legal and ethical aspects, text and image generation, as well as best practices for successful implementation.

To the Master Classes
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Client-agency contract including the use of AI

As key players in the marketing and communication sector, building strong relationships between brands and agencies is essential. To address this need, UBA and ACC, in collaboration with the law firm AdaStone, have developed a new standard contract that provides a solid foundation for all communication collaborations. This contract aims to clarify mutual commitments, intellectual property rights protection, and the responsible use of artificial intelligence (AI).

Guideline Blog
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Our Artificial intelligence expert is Grégory

Grégory supports UBA members in exploring and understanding exciting topics such as content, technology, and data. Having joined UBA in 2016, he brings extensive expertise from his background as a strategist and digital project manager for major brands and accounts.

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Data & Technology Content Privacy Artificial Intelligence

Knowledge and Insights

  1. AI in content creation: real-life use cases from agencies and brands

    During the Exchange Community Content on 28 March, three inspiring talks revealed how agenci...
    March 31, 2025
    Grégory Marchandise, Domain lead Data & Technology and Content
    News Exchange Community
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  2. How UBA brand members are already using AI

    UBA’s latest publication shares 12 key takeaways from Belgian marketing leaders on ado...
    March 28, 2025
    Grégory Marchandise, Domain lead Data & Technology and Content
    News Publications
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  3. Six intellectual property risks of GenAI in marketing

    Marketers' concerns about intellectual property (IP) and copyright are preventing brands fro...
    February 14, 2025
    WFA, World Federation of Advertisers
    News
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Discover all articles

Master Classes

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Stay updated on Artificial intelligence

With our weekly newsletter, we keep you informed about the latest trends in the sector. You can manage your preferences in MyUBA.

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