Artificial Intelligence Guidelines

Background and Context 

With the introduction of ChatGPT and the string of artificial intelligence (AI) applications that have followed, AI has had a recent surge in availability. Through its algorithmic ability to adapt, self-correct and learn, AI is pushing the boundaries of human intelligence. 

AI is emerging as one of the most powerful change agents in higher education. While AI is presenting unprecedented academic, ethical, and legal challenges in the classroom, it has the potential to completely reshape how we create content for marketing purposes.

These guidelines are for communications and marketing professionals who work for the University of Louisiana at Lafayette (University). They are not intended to govern other areas of the University such as education and classroom settings, IT, or chatbots. They apply to AI tools used to generate content, such as images, text, music, and video.

The Office of Communications and Marketing has the primary responsibility for managing, advancing and protecting the University’s brand and reputation. As such, it oversees the use of AI content used in marketing materials to ensure the brand’s integrity. 

Guiding Principles 

Our approach and framework to designing, building, and using AI tools responsibly.

• We believe in the transformative power of AI—and that it can only reach its full potential when it is paired with human expertise and ingenuity.
• We believe AI should have a human-centered approach that empowers and assists professionals. 
• We believe AI-generated work should never be presented as the work of a human.
• We believe transparency in AI usage is essential to maintain the trust of our audiences and stakeholders. When AI is used to generate content, the person using the AI tool should inform their supervisor and others involved in the project. It should be clear how the tool was used (e.g. to generate ideas, draft text, revise, translate into another language, etc.).
• We believe in fostering ethical AI. Humans remain accountable for all decisions and actions, even when assisted by AI. 
• We believe generative AI technology should never be used to deceive or spread misinformation.
• We commit to verifying the accuracy of information supplied by AI. Appropriate steps should be taken to ensure accuracy in all AI-generated content, including independently verifying all facts.
• We recognize that AI generated materials have a high probability of capturing the copyrighted material of another person. Therefore, we will take great care to assure that the final product of any AI generated material has been carefully reviewed, and where necessary modified, to avoid plagiarism.

Examples of Acceptable Use of AI 

The University encourages the exploration of - and familiarization with - generative AI tools and how their integration can enhance productivity, strategy, and communication. Embracing AI in our work will enable us to better adapt to the rapidly evolving landscape.

AI is a fast-moving, fast-changing area of technology that continues to grow and evolve, therefore attempting to categorize all use cases would be impossible. The following examples and guidelines are meant to provide a framework for understanding the acceptable usage and benefits of AI within the scope of your work.

• Brainstorming: Use AI to help with idea generation, alternate perspectives, and feedback on existing content.
• Outline creation: Use AI to organize ideas into a cohesive structure.
• Editorial planning: Use AI to plan your content and social media calendars.
• Headers, headlines, and navigation: Use AI tools to identify common themes and provide suggestions for headlines, website headers, tags, etc.
• Search engine optimization (SEO): Use AI tools to assist with keyword research, suggestions, and optimization.
• Social media posts: Use AI tools to draft social media posts, tailor existing posts to different audiences, A/B test content versions, and drive engagement.
• Research support: Use AI tools to quickly learn about a concept or topic. Remember, AI tools have been known to “hallucinate,” or fabricate information, so a human must verify all facts, research, and information.
• Personalization: Use AI tools to rework content for different audiences, such as students, staff, faculty, donors, or the media.
• Productivity: Use AI tools to help with routine tasks such as transcript summarization, data analysis, presentation drafting, etc.

This is not an all-inclusive list, and recommendations may change as technology, regulations, and policies change. The University will monitor developments and will update, as necessary.

Prohibited Use of AI 

The use of AI tools must never be used in such a way as to violate existing University standards or policies. This includes the creation of false communications, the manipulation of data, and spamming/phishing.

As AI tools are not encrypted or private, information introduced has the potential to become public and an unplanned part of a promptable knowledge base. Thus, one should never enter proprietary data, protected information about students, employees, patients, or other constituents that could violate state or federal privacy laws, including HIPPAA, FERPA, or applicable University or University of Louisiana System policies.

AI is a tool and should never be used to create entire pieces of written content. Uses such as brainstorming, draft messaging, grammar and punctuation assistance, and scheduling are among the tasks accepted for use. Completely AI-generated content is prohibited.

Empowering AI to fact-check material is prohibited. While AI can be an excellent research assistance tool, AI has been known to “hallucinate” and suggest facts and sources that may be misleading and not entirely accurate. Human analysis is central to all elements of research, content creation and content review.

Images, music, audio, and video generated by AI are not to be used in university communications materials. This includes AI created posters, pictures, newsletters, and other creative avenues. AI may be used to help brainstorm art ideas and direction but may not generate final product.

Questions over the use of AI-generated images, music, audio and video are currently under review in the courts. For example, does trademark, copyright, patent infringement apply to AI creation? Current copyright law suggests that AI-generated content isn’t protected by copyright as it is not considered an “original work of authorship…created by a human being.” Issues regarding the ownership of AI-generated images, music, and video are also among the areas being reviewed.