The WFA said that 63% of brand owners are already using generative AI in their marketing strategies, but had concerns about legal ( 66%), ethical ( 51%) and reputation ( 49%) risks.

Marketers also admitted to a general lack of AI maturity, according to 49% of respondents.

The findings are based on 54 responses from 48 of the world’s biggest companies, with a cumulative annual marketing spend of $102bn.

The findings said that only 9% of brands featured had no current plans to use generative AI for their marketing.

The research said that most brands are still at the early stages of using generative AI, with 26% claiming to be ‘aware’ of the technology and 58% saying they were at the development stage.

In addition, 12% considered their organisations’ use of generative AI as ‘mature’, and a further 2% as ‘leading’ and ‘transformational’.

Generative AI is most commonly being used in the areas of content creation ( 79%), content ideation ( 67%) and task automation ( 54%), according to the research, with 70% prioritising the use of generative AI for efficiencies over marketing effectiveness, such as increase revenue and returns on investments.

Currently, 36% of companies have introduced terms prescribing how their partners can use generative AI on their behalf, and only 29% have reviewed their media and creative contracts with partners to introduce AI-related clauses. 

To govern the use of generative AI, 63% of brands have already adopted responsible AI principles, while 21% are still in the process of developing them.

Stephan Loerke, chief executive officer at the WFA, said: “To harness the undisputed potential of gen AI, brands must first up get a grip on the legal and compliance implications.”