These standards are designed to guide the use of AI tools in marketing and communications that promote Texas State University or any of its colleges, centers, departments, programs, or units.
These guidelines do not apply to other areas of the university, such as academic or research settings, facilities or IT operations, or personal communications.
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
AI tools are just that — tools. They should be used with the same thought, care, and purpose as non-AI tools. Carefully evaluate a project’s goals to determine if AI and/or existing tools and resources are best to make an authentic connection with our audiences.
While we can’t provide guidance for every possible use of AI in university marketing and communications, we can provide some examples of acceptable and prohibited uses of AI.
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Acceptable Uses
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Brainstorming
Use AI to generate ideas for campaigns, headlines, photos or illustrations, videos, or social media posts.
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Outlining
AI can help organize content and create project outlines.
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Drafting or personalizing messaging
AI tools can help with early drafts of content or help rework content for different audiences.
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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.
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Search Engine Optimization (SEO)
AI can assist with keyword research, readability analysis, and other SEO-related tasks.
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Data analysis
Use AI for analyzing metrics, gathering insights on campaign performance, and conducting market research.
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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.
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Testing, learning, and prototyping
Generative AI coding tools are best utilized by web developers with a full understanding of how to bug fix, optimize, and remediate issues typically found in raw AI code. For most users, use of generative AI code should be restricted to test ideas for web features in a sandbox or local environment that isn't connected to a live Gato site. You can also use AI to draft mockups to include with a Gato features request.
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Prohibited Uses
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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.
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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.
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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.
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Creating merchandise
Do not use AI-generated images or graphics on merchandise (even free giveaway items). AI tools can be used for brainstorming but should not be used to create final products.
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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.
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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.
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Using AI code in Gato
If your team cannot internally support a full quality assurance and accessibility compliance workflow with a qualified expert, AI tools should not be used to create or modify code on pages published via Gato CMS. AI-generated programming often creates issues for load-time, accessibility, and responsive design. There is also the potential for user-injected code to conflict with or even break existing code on the site, among other unintended side effects.
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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.
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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.
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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.
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Resources
AI is rapidly changing our workplaces, and it’s vital to stay up to date on the latest innovations in AI. Explore the resources below to learn more.