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Responsible AI for advertisers

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

Master Class English
When 1 December 2026
13:30 - 16:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

Artificial Intelligence is reshaping the advertising industry at high speed. It now influences every step of the marketing value chain including creative development, content production, media optimisation and consumer insights. Yet many brands still face the same questions. What is allowed? What is responsible? What creates real value? And how do we avoid legal, ethical and reputational risks?

This Master Class provides a practical framework for the responsible use of AI in advertising. Participants learn how to combine the opportunities of generative AI with essential principles such as transparency, authenticity, data integrity and consumer protection. They discover how to integrate AI safely and ethically into their creative and operational workflows, supported by real cases, tools and hands-on applications.

What will you learn?

  1. Examples of cases that capture the AI opportunity at its best and examples of cases where it went wrong.
  2. How consumers experience AI-generated communication and how it affects their trust and brand perception.
  3. Why complying with the EU AI Act is the floor, not the ceiling, and what responsible AI use looks like when done right.
  4. What industry federations are advising advertisers to do and how to translate that guidance into practice.
  5. How to define the ethical boundaries for AI use for your brand and capture them in a Brand AI Policy Book.
  6. How to build a Promptbook that deploys your Policy Book across internal teams and agency partners, so the policy lives in daily practice, not in a drawer.

For whom?

  • Marketing directors and managers
  • Brand managers and communication managers
  • Digital, social and content teams
  • Corporate communication teams
  • Sustainability communication leads
  • Public sector communication professionals

Language

The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.

Speakers

  1. Wim Vermeulen

    Wim Vermeulen

    Partner at Bubka
    Wim Vermeulen is a thought leader, award-winning strategist, and author specializing in responsible communication and corporate credibility. He helps companies build real trust, beyond greenwashing, by aligning business, branding, and climate responsibility. He’s the driving force behind t...
    Wim Vermeulen

    Wim Vermeulen

    Partner at Bubka

    Wim Vermeulen is a thought leader, award-winning strategist, and author specializing in responsible communication and corporate credibility. He helps companies build real trust, beyond greenwashing, by aligning business, branding, and climate responsibility.

    He’s the driving force behind the Net Credibility Score and the Responsible Business Index, both developed with Ghent University, which reveal the key drivers behind credible sustainability communication and the perception of responsible business.

    Wim advises boards and speaks internationally on how to turn responsible communication into a driver of brand growth and business opportunity.

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Prices

  • UBA member: Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT).
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