AI Guidelines in Marketing and Communications

Artificial intelligence tools have become a key part in our daily work, supporting creativity, efficiency, and innovation in marketing and communications. In collaboration with University Communications, the campus community can use the guidelines on this page to protect SCSU’s brand, reputation, intellectual property, trademarks, and public trust while using AI.

These are guidelines apply specifically to marketing, communications, branding, licensing, promotional, and externally facing materials that represent SCSU.

AI may help with human creativity, but it doesn’t replace it.

Keep This on Your Radar

5 Things to Know

  • Marketing and communications materials should not be created by generative AI alone.     
  • Use of generative AI tools must comply with existing SCSU policies and brand guidelines.
  • AI-generated images of SCSU-related people, places, or things should not be used in final products.
  • Human review is required for all content produced with AI assistance.    
  • Confidential data should not be entered into generative AI tools.

What do AI Guidelines apply to?

  • Websites, marketing campaigns, and digital advertising
  • Social media content
  • Photography, illustration, graphics, video, animation, audio, and other multimedia
  • Printed materials, signage, apparel, merchandise, and licensed products
  • Materials created by SCSU employees, students, contractors, vendors, or partners on behalf of the university

AI, the Husky Way

  1. Use AI to support, not replace, human creativity and judgment.
    AI can assist with brainstorming, drafting, editing, outlining, concept development, research support, and design exploration. Final responsibility for the work remains with the person, office, department, or unit publishing or distributing the material.
  2. SCSU brand guidelines still apply.
    Use of AI does not change our brand requirements. All AI-assisted or AI-generated content must align with our visual identity, editorial standards, tone, values, accessibility expectations, and approved brand usage.
  3. Human review and approval are a must.
    AI-generated or AI-assisted content must be reviewed, edited, fact-checked, and approved by a human before publication or distribution. AI output should be treated as a draft or starting point, not a final product.
  4. Accuracy, authenticity, and transparency matter.
    AI must not be used to mislead audiences, fabricate events, misrepresent people, alter meaning, or create content that could reasonably be interpreted as deceptive. Content creators are responsible for verifying factual claims, names, dates, data, and sources.
  5. Confidential, sensitive, or protected information must not be entered into unapproved AI tools.
    Employees should not input confidential university information, student records, personnel information, donor information, proprietary information, unpublished strategy, contracts, or other sensitive data into public or unapproved AI systems.
  6. Copyright, trademark, licensing, and intellectual property risks must be considered.
    AI-generated content may raise questions related to ownership, copyright protection, plagiarism, trademark use, rights of publicity, and licensing. Employees should avoid prompting AI tools to imitate protected artwork, brands, logos, individuals, copyrighted characters, distinctive creative styles, or third-party intellectual property.

Generative AI Do's and Don'ts

Acceptable Practices in Marketing and Communications

  • Brainstorming ideas and direction
  • Developing a calendar or plan
  • Anticipating potential questions
  • Assisting with editing, word choice, or brevity
  • Editing images without altering the context of the original work

Unacceptable Practices in Marketing and Communications

  • Publishing materials written entirely by AI
  • Skipping human review
  • Using AI-generated images or video
  • Creating SCSU logos, logotypes, or mascots
  • Using AI to create images of SCSU employees or students

Questions?

Have questions about AI in marketing and communications? Reach out to our office for guidance or to have your content reviewed before publication.

Email: ucomm@stcloudstate.edu