Artificial Intelligence Policy

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Policy: Responsible Use of Generative AI in SIU Marketing and Communications

Preamble:

This policy outlines the appropriate and ethical use of generative artificial intelligence (AI) tools in marketing and communications for Southern Illinois University (SIU). We acknowledge the potential of generative AI to enhance creativity and efficiency, but we also recognize the importance of maintaining authenticity, transparency, and ethical standards in our marketing efforts. This policy aims to guide our practices and ensure responsible implementation of these technologies.

Guiding Principles:

  • Authenticity: All marketing materials should accurately reflect the institution's values, culture, and student experience. We prioritize genuine content created by or featuring real members of our community.
  • Transparency: When generative AI is used, it should be done in a way that is clear and transparent to the audience. A written disclaimer identifying the work as generative AI is required where applicable.
  • Ethical Considerations: We are committed to using generative AI in a manner that respects intellectual property, avoids plagiarism, and upholds ethical standards.
  • Accuracy and Fact-Checking: All AI-generated content must be rigorously reviewed and fact-checked by a human to ensure accuracy and avoid the dissemination of misinformation. A designated person will be responsible for the accuracy of all content.
  • Student Privacy and Consent: We will not use generative AI to create or manipulate images or representations of students without explicit and informed consent.

Permitted Uses of Generative AI:

Generative AI tools may be used for the following marketing purposes, subject to the guidelines outlined below:

  1. Content Creation:
    • Drafting initial copy for articles, blogs, social media posts, website content, email marketing, and ads, provided they are carefully proofread for accuracy and quality by humans.
    • Drafting marketing plans, creative briefs, and video/audio scripts.
    • Creating YouTube video descriptions.
    • Developing descriptive web content.
    • Generating summaries or outlines of content.
    • Creating variations of existing content for A/B testing.
    • Developing blog content (with attribution).
    • Generating transcripts for audio and video content if reviewed for accuracy and quality.
    • Guidelines: All AI-generated text must be thoroughly reviewed, edited, and fact-checked by a human before publication. The final content must align with the institution's brand voice and messaging.
  2. Content Ideation and Brainstorming:
    • Generating ideas for marketing campaigns, social media content, and other creative projects.
    • Exploring different content formats and approaches.
    • Guidelines: AI-generated ideas should serve as a starting point for human creativity and strategic thinking.
  3. Data Analysis and Reporting:
    • Generating reports and visualizations based on marketing data.
    • Identifying trends and insights from data.
    • Guidelines: Ensure the accuracy and reliability of data sources and AI-generated outputs.
  4. Multimedia Creation and Modification (with attribution):
    • Removing privacy-related or undesirable elements from photographs while preserving the substance/intent of the original photograph.
    • Modifying or enlarging the backgrounds of photographs while preserving the substance/intent of the original photograph.
    • Creating illustrations, animations, and data visualizations for stories and articles as a substitute for stock photography.
    • Developing motion graphics of non-human things, environments, processes as a substitute for stock photography.
    • Developing podcasts.
    • Guidelines: Original images (e.g., illustrations, data visualizations) generated with AI must be identified as such by placing the following tag in the lower right corner of the image: "Created using AI."

Prohibited Uses of Generative AI:

The following uses of generative AI are strictly prohibited:

  1. Generating Images or Representations of Students or People:
    • Creating AI-generated headshots, portraits, or images of fictional people.
    • Replicating or imitating a person’s likeness or voice without their written consent.
    • Creating AI-generated images or videos of students for marketing purposes.
    • Manipulating existing student images or videos using AI to create inauthentic representations.
    • Using AI to create realistic representations of students or people who do not exist.
    • Rationale: This practice is considered disingenuous and violates the principle of authenticity.
  2. Generating False or Misleading Information:
    • Creating AI-generated content that is factually inaccurate or misleading.
    • Using AI to generate fake testimonials or endorsements.
    • Modifying images and video in ways that alter the original intent of the image.
  3. Plagiarism and Copyright Infringement:
    • Using AI to generate content that infringes on existing copyrights or intellectual property.
    • Presenting AI-generated content as original work without proper attribution.
  4. Generating content that is discriminatory, offensive, or harmful:
    • Generating content that is racist, sexist, or otherwise discriminatory.
    • Generating content that promotes violence or hatred.

Implementation and Review:

  • All marketing staff will receive training on the responsible use of generative AI.
  • This policy will be reviewed and updated regularly to reflect advancements in AI technology and evolving ethical considerations.
  • Any deviations from this policy must be approved by University Communications and Marketing.

Consequences of Non-Compliance:

Failure to comply with this policy may result in disciplinary action, up to and including termination of employment.

By adhering to this policy, we can leverage the benefits of generative AI while maintaining the integrity and authenticity of our marketing efforts.