Use of Generative AI in Communications and Marketing

Draft

Standards for the use of generative artificial intelligence tools and technologies ensure that AI is utilized responsibly, ethically, and in alignment with Casper College’s values and brand standards. These standards are intended to complement the institutional policy and apply to anyone using generative AI tools in marketing and communications.

Checklist:

• Is there explicit consent for all personally identifiable data used?
• Is the AI-generated content being misrepresented as human-created?
• Does it align with our brand voice and ethical standards?
• Have we reviewed it for copyright, legal, and data privacy risks?
• Would the audience feel misled if they knew AI was used?
• Have we obtained informed consent before uploading any personal information into an AI tool?
• Has the content been fact-checked and reviewed by a human?

Core Ethical Principles

1. Transparency – Clearly disclose when AI-generated content is used, particularly in public-facing materials.
2. Authenticity – Maintain the integrity of brand voice and ensure AI content aligns with human creativity and values.
3. Accountability – Ensure that AI-generated content is reviewed, approved, and legally compliant.
4. Privacy and Consent – Obtain explicit, informed consent before using any personal data, image, voice, or likeness in AI-generated content.
5. Fairness and Non-Deception – AI should not mislead consumers, stakeholders, or employees, particularly in testimonials, endorsements, or synthetic personas.
6. Data Integrity and Copyright Compliance – Respect intellectual property laws, avoid unauthorized use of copyrighted material, and ensure ethical data sourcing.
7. Human Oversight and Judgment – AI should assist but not replace human creativity. Final content must always be reviewed by humans.
8. Ethical Persuasion – AI should not be used to place undue or untrue pressures on students to respond.

Acceptable Uses of Generative AI

Communication and marketing roles and responsibilities throughout the college are encouraged to use generative AI tools to enhance productivity, creativity, and efficiency, provided the applications align with the college’s mission, values, and policies. The following are acceptable uses:

• Content Creation and Optimization

1. 1. • Drafting marketing copy for websites, emails, social media, stories, and newsletters.
      • Assisting in personalizing messaging, grammar, structure, and voice assistance.
      • Assisting in potential questions or objections.
      • Assisting with editing and/or cutting content.
      • Generating ideas for campaigns, slogans, or graphics.
      • Analyzing SEO and keyword optimization to enhance content visibility.
      • Brainstorming new story ideas.
      • Improving an image.

• Data Analysis

1. 1. • Analyzing user behavior, engagement metrics, and campaign performance to refine strategies.
      • Conducting A/B testing simulations or forecasting trends.
      • Analyzing website coding, debugging an issue, automating tasks, or recommending different approaches.

• Automation of Routine Tasks

1. 1. • Scheduling social media posts or emails.
      • Organizing and categorizing content for easy access and reuse.
      • Automating project requests.

• Customer Interaction

1. 1. • Implementing AI chatbots for basic customer service and FAQs.
      • Personalizing communications based on user data, e.g., segmentation and recommendations.

• Accessibility Improvements

• • Using AI tools for captioning videos, translating content, or ensuring Americans with Disabilities Act compliance in digital assets.

There may be other uses of generative AI not mentioned here that enhance creativity, productivity, and efficiency; however, the use of generative AI and newer technologies and tools should always adhere to the intent of acceptable use as presented in these standards.

Prohibited Uses of AI

The following AI applications, to maintain ethical standards, are strictly prohibited:

1. Deceptive Practices
   • Using AI to generate fake reviews, testimonials, or endorsements.
   • Manipulating images or videos in a manner that misrepresents the institution or its offerings.
2. Academic Misrepresentation
   • Creating AI-generated student success stories, faculty quotes, or other fabricated narratives.
3. Sensitive Information
   • Inputting personal, proprietary, or confidential data into AI systems, especially if the platform lacks robust security or clear data usage policies.
4. Unsupervised Content Generation
   • Publishing AI-generated content without human review and approval to ensure facts are checked, accurate, appropriate, and in alignment with brand voice.
5. Violation of Laws or Policies
   • Using AI tools in ways that infringe on intellectual property rights, privacy laws, or institutional policies.
   • AI-generated images, music, audio and video should not be used as the legality of this practice is not certain at this time.
6. College Trademarks and Images
   • Generative AI should not be used to modify or alter a college trademark or other official images of the college, including its mascot, without the express permission of the Casper College Public Relations Department.

 Responsibilities

• Casper College Public Relations staff: Ensure AI-generated outputs are reviewed for accuracy, ethical considerations, and compliance with institutional values.
• Supervisors: Provide oversight and approve AI usage in high-visibility projects or sensitive campaigns.

For questions or assistance, contact the Casper College Public Relations Department at pr@caspercollege.edu or 307-268-2456 .

Definitions:

Generative AI refers to artificial intelligence systems that create new content, such as text, images, music, or code, based on patterns learned from large datasets. These models use machine learning techniques, such as deep learning and neural networks, to generate human-like outputs.

Remixing – Taking existing copyrighted content and altering it creatively, often by combining multiple elements into a new work. This is common in music, video editing, and digital art but may still require permission or fall under fair use.

Repurposing – Using copyrighted material in a new way or for a different purpose than originally intended.

Scraping – The process of extracting data or content from a website, document, or digital source, often using automated tools or scripts.

Note: ChatGPT assisted in the creation of these standards and the application of an ethical framework.