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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.

12 principles for responsible AI in advertising

The goal of these guidelines is to help brands use Artificial Intelligence proactively, ethically, and responsibly throughout the advertising value chain, with a strong focus on keeping the human at the core, protecting the customer, and ensuring transparency.

Guideline Blog
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How UBA brand members are already using AI

UBA shares 12 key takeaways from Belgian marketing leaders on adopting AI. The document offers concrete insights, real-life use cases, and practical tips for integrating AI into brand strategy.

Guideline Blog
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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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Artificial Intelligence is part of UBA Focus

AI is part of UBA Focus: our framework for everything that matters today and shapes tomorrow’s marketing landscape. The world is changing fast, and as a brand builder, you can’t stand still.
UBA Focus helps you zoom in on what truly matters.

Find out more about UBA Focus

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. Strategic thinking and upskilling as priorities in marketing in the age of AI

    AI may be transforming how marketing work gets done, but it is also increasing the value of ...
    October 6, 2026
    WFA, World Federation of Advertisers
    UBA Focus News
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  2. Presenting an AI vision within your company or team: from strategy to sense-making

    Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey...
    October 6, 2026
    Filip Muyllaert, The Communication Group
    UBA Focus News
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  3. AI in advertising: new guidelines for transparency and responsible use

    To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and it...
    August 24, 2026
    Grégory Marchandise, UBA
    UBA Focus News
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Discover all articles

Master Classes

  1. AI for content creation process

    How can you leverage AI effectively throughout the content creation workflow?

    Online English
    UBA Focus Master Class
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    Show event

  2. Responsible AI for advertisers

    How can brands use AI creatively, safely and effectively without risking trust, compliance or reputation?

    English
    UBA Focus Master Class
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    Show event
Discover all Master Classes

Other topics that may also interest you

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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