Marketing and Communications AI Guidelines

• Guiding Principles

  • We take a human-centered approach to AI.

    AI is a tool to augment human creativity, not replace it. Our professional judgment, insight, and knowledge are required to create authentic communications. Our involvement is crucial to ensure TXST content achieves brand goals and aligns with university values. 

  • We are responsible for the work we create.

    We are accountable for all work created with AI assistance, and we will ensure it meets brand standards and is free from misinformation and bias. 

  • We will ensure our work is accurate.

    All content created with AI assistance must be thoroughly reviewed for accuracy. 

  • We will protect confidential data.

    Do not input confidential or sensitive information into AI tools.  

  • We will be transparent about our work.

    We will be open with co-workers about how and when we use AI tools. 

Acceptable and Prohibited Uses of AI

• Acceptable Uses

  • Brainstorming

    Use AI to generate ideas for campaigns, headlines, photos or illustrations, videos, or social media posts. 

  • Outlining

    AI can help organize content and create project outlines. 

  • Drafting or personalizing messaging

    AI tools can help with early drafts of content or help rework content for different audiences.

  • Editing assistance

    Use AI tools for grammar checks, rewording, and enhancing readability. Final edits should always be performed by a human to ensure accuracy and alignment with the university's brand guidelines and voice. 

  • Search Engine Optimization (SEO)

    AI can assist with keyword research, readability analysis, and other SEO-related tasks. 

  • Data analysis

    Use AI for analyzing metrics, gathering insights on campaign performance, and conducting market research. 

  • Editing images or multimedia

    AI tools in software such as Photoshop and Canva can be used to retouch images. AI tools can also be used to edit video and audio material. Make sure not to alter the context of the original work.

• Prohibited Uses

  • Publishing AI content without modification

    Do not publish AI-generated content without human review and revision. Ensure all content created with AI assistance reflects TXST’s voice, is accurate, and is free from misinformation and bias.

  • Using AI alone to fact-check

    AI-generated content can include inaccurate, misleading, or fabricated information. All content created with AI tools should be vigorously fact-checked using reliable sources.

  • Creating images or multimedia

    Do not use AI-generated images, music, audio, or video in external marketing and communications. AI tools can be used to help brainstorm ideas or enhance materials but should not be used as a replacement for original work.  

  • Creating misleading imagery

    Do not use AI to edit images, video, or audio in a way that could deceive audiences or misrepresent reality. This includes generating images of events that did not occur or altering individuals' appearances without consent. 

  • Re-creating or modifying brand marks

    Do not use AI tools to re-create or modify university logos or marks such as the SuperCat, Boko mascot, or vintage SWT logo. See the Brand Guide's logo sheets for a complete list of protected logos and images that should not be re-created or uploaded into AI image generators.  

  • Infringing on intellectual property

    Ensure content created with the assistance of AI does not violate copyright laws. Be cautious of AI tools trained on copyrighted material. 

  • Inputting sensitive information

    Never enter confidential, sensitive, or proprietary data into AI tools. This includes student records, medical information, or any data protected by privacy laws. 

  • Violating university policies

    AI should never be used to violate existing university policies, including but not limited to policies such as Risk Management of Information Resources, Ownership and Use of Copyrighted Works, Guidelines for the Use of Texas State Logos, Texas State Brand Guidelines, or Texas State Social Media Guidelines.

Resources