How UBA brand members are already using AI

From peer exchange to real-world action

Artificial Intelligence is already reshaping marketing — but how are brands actually doing it? In February 2025, UBA brought together 12 marketing leaders from diverse sectors for two round tables focused on sharing AI experiences.

The result is the document How UBA brand members leverage Artificial Intelligence: 12 use cases rooted in real-world practices, each with its own opportunities, challenges and recommendations.

“Through 12 use cases taken from peer discussions, this document highlights how UBA members are currently implementing and using AI… It once again demonstrates UBA’s role in uniting brands and fostering collaboration to build stronger brands,” says Mira De Maeyer, UBA President.

12 key insights based on real cases

• Governance – AI committees and cross-functional governance involving marketing, IT and legal.
• Regulation – Clear internal rules validated by IT are essential.
• Talent – AI boosts internal engagement and attracts innovative profiles.
• Internalisation – Functions like content production are increasingly managed in-house.
• Agencies – Collaboration models are shifting towards greater transparency and added value.
• Marketing roles – Key skills are focusing more on strategy, analysis and prompt engineering.
• Local media – To compete with global platforms, local players must innovate with tailored solutions.
• Brand equity – Guidelines ensure consistency and authenticity in AI-generated content.
• Communication assets – AI helps optimise production without replacing human creativity.
• Targeting – AI improves performance but raises data control concerns.
• Consumer insights – AI accelerates understanding through synthetic and behavioural data.
• New platforms – Brands are testing emerging tools with strong involvement from internal teams.

Download the document and take action

Whether you're still exploring or already experimenting, this document offers key insights to help you structure your approach. UBA invites you to discover these learnings and build a future of marketing that is responsible, high-performing and innovative.