Special Topics
Artificial Intelligence
The University of Guelph embraces emerging technologies and the rapidly expanding capabilities of Artificial Intelligence (AI). As AI capabilities continue to grow, these guidelines will be reviewed and updated.
AI tools can provide numerous benefits to our marketing and communications efforts but must be used cautiously to avoid inadvertent disclosure of sensitive or confidential information, the creation of flawed and/or inauthentic brand materials, referencing biased or factually incorrect sources, and complications with intellectual property law. This section offers guardrails for creating marketing and communications materials but does not apply to general operations across the University.
While many of our partners and collaborators have already begun to utilize AI tools within their marketing and communications efforts, it is important to understand that all tools require significant human oversight. AI cannot replace the expertise of U of G staff. All AI generated content must be meticulously reviewed and edited to ensure accuracy and authenticity.
Acceptable Usage
The benefits of utilizing AI tools are not universal. The following is a list of the only acceptable uses for AI tools within marketing and communications, along with some cautionary notes on things to avoid.
Modifying Existing Images
Generative AI tools can save countless hours of work by enlarging or altering the dimensions of an image to fulfill specific size requirements. It is also acceptable to retouch existing images using AI, by removing distracting background objects, external brand logos, confidential information (i.e. name tags) or other undesirable elements. These uses should never alter a person’s appearance or the realities of an image. There is an exceptionally fine line between small adjustments and fabrication. Avoid any edits that feel dishonest or inauthentic. Review our photography guidelines for more information on developing quality imagery.
Drafting Written Content
AI tools can kickstart any creative project with concept generation and initial drafting. Whether it is generating copy for a social media caption, rough drafts of a news story, or initial ideas for a campaign brief, you are welcome to utilize AI tools within your writing process. Review our Brand Voice and Writing Style guide for more information.
Generating Transcripts
While most hired videographers will supply all necessary content, AI can be very helpful in generating transcripts for audio and video.
Unacceptable Usage
The following list highlights some of the unacceptable use-cases of artificial intelligence in marketing and communications. This is not an exhaustive list, but generally anything that does not fall under “Acceptable Usage” should be considered unacceptable.
Generating New Imagery
Using AI to generate new images, videos, and graphics can lead to some captivating results. However, these results often show signs of AI manipulation and can feel inauthentic. AI content can also contain infringed intellectual property. More importantly, AI currently lacks the authentic and emotional connection that is offered by content created by people from our community. Generative AI can be a great tool for conceptualizing innovative ideas and layouts, but these results should be referenced, not published.
Content Generation without Review
Generated content must be carefully reviewed and edited. Failing to check content for originality, plagiarism, grammar, accuracy, bias, and brand alignment would be considered a brand violation and could potentially open the door to more significant repercussions.
Use of Confidential Information
Publicly available AI tools often fail to offer reasonable security and protection. Under no circumstances should you utilize confidential, proprietary, or sensitive information within these tools.
Purchasing of AI Software
AI tools must be responsibly sourced and reviewed by leadership teams prior to purchase and integration.
