AI

Presenting an AI vision within your company or team: from strategy to sense-making

Tue, 06 Oct 2026 09:33:33 +0200

Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey’s The State of AI 2026, 88% of organisations now use AI in some form. However, only 7% have succeeded in scaling AI across the organisation in a way that allows them to realise its full value and return on investment.

It is precisely in this context that communication becomes critical. As investment in AI continues to grow, expectations are understandably high. Yet organisations, departments and teams often lack a clear sense of where they want to go with AI and, equally importantly, what that direction means in practice for the people who work there. A strong AI vision helps bridge this gap by translating ambition into a clear and meaningful direction for the organisation and its employees.

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

Tue, 06 Oct 2026 09:36:39 +0200

AI may be transforming how marketing work gets done, but it is also increasing the value of skills that technology cannot easily replicate. WFA research identifies strategic thinking as the industry’s biggest talent shortage and warns that organisations may struggle more with upskilling their people than with accessing new technology.

AI in advertising: new guidelines for transparency and responsible use

Mon, 31 Aug 2026 11:37:42 +0200

To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and its member associations, including UBA, are publishing new guidelines on transparency, disclosure and the responsible use of AI. This new version focuses on two key areas: when and how the use of AI should be disclosed, and 12 principles for the responsible use of AI in advertising.