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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. Blog series - Brand-agency collaboration in times of AI. Four key insights. (1/5)

    AI is not just transforming how work gets done. It is reshaping the expectations, roles and ...
    April 28, 2026
    Grégory Marchandise, UBA
    UBA Focus News Publications
    Brand-Agency-collaboration-AI.jpg

  2. Agentic search: what brands must do

    Agentic search is moving from answers to actions. In this 60 minutes session, Germain Deflan...
    April 21, 2026
    Grégory Marchandise, UBA
    UBA Focus 60 minutes
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  3. How agentic AI reshapes media planning

    In this session of 60 minutes on agentic AI in media campaigns, David Billings, Chief Strate...
    April 14, 2026
    Grégory Marchandise, UBA
    UBA Focus News 60 minutes
    Agentic-AI-Media.jpg
Discover all articles

Master Classes

  1. The art of prompting in marketing

    What are the techniques to improve your interactions with AI?

    Online French
    UBA Focus
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    Show event

  2. Introduction to Generative Engine Optimisation

    How can your brand stay visible in the age of AI search?

    Online English
    UBA Focus
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    Show event

  3. Introduction to AI for marketing tasks

    What are the main practical use cases of artificial intelligence in marketing?

    Online English
    UBA Focus
    AI in marcom.jpg
    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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