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Marketing Communications

Artificial Intelligence (AI) Guidelines

Purpose 

Â鶹ӳ»­Ó°Òô recognizes artificial intelligence as a tool that supports human creativity, professional judgment, and institutional knowledge rather than replacing it. These guidelines establish a framework for the responsible use of AI tools in developing marketing and communications materials that represent Â鶹ӳ»­Ó°Òô. AI-assisted and AI-generated content must align with the University's brand guidelines and institutional values.  

Definitions 

In these guidelines, AI-assisted content means any content developed with the help of an AI tool. AI-generated content is a subset of AI-assisted content, meaning text, images, video, or audio created substantially or entirely by an AI tool. 

Scope 

These guidelines apply to all Â鶹ӳ»­Ó°Òô faculty, staff, departments, and offices creating marketing, promotional, or informational materials that represent the University in any capacity. This includes, but is not limited to: 

  • Print publications 
  • Websites and digital platforms 
  • Social media channels 
  • Email communications 
  • Advertising and promotional materials 
  • Presentations, signage, and displays 

These guidelines do not apply to instructional, teaching, or research materials. Guidance for AI use in those contexts can be found on University Innovation’s Policies and Guidelines page. 

User Responsibility and Data Security 

  • All AI-assisted content must be reviewed and verified by a human for accuracy before it is published or distributed. You are solely responsible for ensuring the accuracy of any AI-assisted or AI-generated content you choose to use. 
  • Users must not enter Sensitive, Confidential, or Regulated information into AI tools, consistent with Â鶹ӳ»­Ó°Òô

Content Standards 

The following guidelines apply to all AI-assisted content. 

Brand and content standards: AI-assisted and AI-generated content must adhere to Â鶹ӳ»­Ó°Òô brand guidelines. Content that misrepresents the University, portrays unrealistic or misleading scenarios, or conflicts with institutional values will not be approved. Marketing Communications Policies and Guidelines

University logos and marks: University logos, marks, and seals must be used in accordance with established Â鶹ӳ»­Ó°Òô brand guidelines.  

  • Do not use AI tools to re-create or modify University logos or marks, including the interlocking LU, the University seal, the University star logo, the cardinal head, the vintage bird, Big Red, or the LU word mark.  
  • Do not upload protected logos or images into AI tools, including image generators.  
  • The brand guidelines list all protected logos and images. Marketing and Communications Visual Standards 

Accuracy and representation. AI-assisted and AI-generated content must not be presented in a way that implies it depicts actual Â鶹ӳ»­Ó°Òô facilities, events, students, faculty, or staff unless the content is clearly identified as conceptual or illustrative. 

Ethical and responsible use. All content produced with AI tools must: 

  • Comply with copyright, trademark, and intellectual property law 
  • Accurately represent the University 
  • Avoid misleading or deceptive material 
  • Reflect the values and standards of Â鶹ӳ»­Ó°Òô 
  • Comply with all applicable University policies and legal requirements 
  • Pass through human review before publication 

Image Standards 

The following standards apply specifically to AI-assisted and AI-generated images. 

AI-generated image depictions. To ensure accurate representation of the Â鶹ӳ»­Ó°Òô community: 

  • AI-generated images must not be used to represent actual Â鶹ӳ»­Ó°Òô students 
  • AI-generated images must not be presented as authentic campus photography 

When representing campus life, use real photography of Â鶹ӳ»­Ó°Òô students and activities. Approved photography is available from the Office of Marketing Communications.  

Acceptable Uses for Generative AI 

  • Brainstorming. Generate ideas for campaigns, headlines, photography or illustration concepts, video, and social media posts. Organize content and build project outlines. 
  • Editing assistance. Run grammar checks, reword copy, and improve readability. A person performs the final edit to ensure accuracy and alignment with the University's brand guidelines.
  • Market data analysis. Analyze metrics, gather insights on campaign performance, and conduct market research using publicly available information. 
  • Editing images and multimedia. AI tools within software such as Photoshop and Canva may be used to retouch images and to edit video and audio material. Do not alter the context of the original work. 

Oversight and Mark Enforcement 

  • The Office of Marketing Communications reserves the right to review, approve, request revisions to, or prohibit the use of AI-assisted content, including AI-generated content, in University marketing or communications materials. 
  • Â鶹ӳ»­Ó°Òô licenses its marks and monitors their use. The University takes appropriate legal action against infringement, because failure to challenge an infringement can result in the loss of rights in the mark. 

Questions