Generative AI Guidelines
GenAI technologies may enhance operational efficiency of USF’s marketing and communications. At the same time, these tools necessitate careful usage to ensure responsible, legal, ethical implementation, and their usage must reflect the core values of the university.
Acceptable Uses of GenAI
The examples below illustrate common acceptable uses of GenAI in official marketing and communications at USF, but they are not exhaustive.
Brainstorming & Ideation
Generate story ideas and give feedback on story ideas. Assist with brainstorming art concepts and creative direction.
Content Structuring & Editing
Create outlines, editorial calendars, headlines, subheads, and navigation elements. Suggest ways to shorten or restructure existing text. Assist with copyediting and proofreading. Serve as a thesaurus or phrasing aid.
Search Engine Optimization and Paid Search
Conduct keyword research, readability checks, and web performance analysis.
Web Editing and Proofing
Brainstorm ideas for headers, call-to-action links, and descriptive text within components. Draft, edit, and/or troubleshoot markup, styling, and programming languages.
Social Media
Generate ideas for social media posts or engagement. Provide feedback and suggest edits on content for different audiences (subject to human review, revision, and approval).
Research & Summaries
Summarize concepts, transcripts, or documents. Analyze non-confidential/non-proprietary data. Conduct research and gather data on topics — but all facts must be verified by humans.
Repurposing Existing Content
Suggest edits for condensing or revising content, with close human oversight. For example, GenAI tools may make suggestions on how to turn a press release into digital screen content.
Prohibited Use of GenAI
The examples below illustrate common unacceptable uses of GenAI, but they are not exhaustive.
Content
Do not generate complete articles, press releases, web pages, or official communications. Do not rely solely on GenAI for facts, research, data, or citations. GenAI “hallucinations” — when a GenAI model produces incorrect, false, or completely fabricated information — make human verification mandatory.
Photography, Images, Video, Sound, and Design
Fully AI-generated imagery is prohibited in official marketing and public-facing materials. AI must not be used to fabricate photographs of USF people, places, events, or experiences.
- AI-Generated Images & Sound: Creative output created entirely or substantially by a GenAI tool without relying on an original, human-created asset— such as a photograph, illustration, video, audio, or design file — may not be used in official USF communications, including promotional merchandise. Creative outputs include but are not limited to images, voiceovers, and music.
- Exceptions: In limited circumstances, the use of AI-generated creative assets may be appropriate — for example, when a story is specifically about GenAI research, projects, or topics and the creative assets were produced as part of that project. In such limited cases, an exception must be requested by a dean or vice president and approved by the CMO.
Sensitive or Confidential Data
Never input proprietary, student, employee, patient, or legally protected information (HIPAA, FERPA, etc.) into GenAI tools unless such tools have been previously approved for such use. See the Guidelines for Responsible Use of Artificial Intelligence (AI) at USF for details.
Personal or Sensitive Messaging
Do not use GenAI to generate personal, emotional, or sensitive communications (e.g., condolence notes, eulogies).
Your GenAI Questions, Answered
GenAI is a branch of artificial intelligence that “learns” from data sources like the internet, applications, and user input. Using advanced algorithms, Gen AI generates outputs/content based on its knowledge.
These guidelines apply to all USF staff, student employees, contractors, and approved third-party vendors who use GenAI to support or produce university-related content in the areas of:
- Strategic and internal communications
- Marketing and brand promotion
- Social media content creation and management
- Video production and storytelling
- Web content creative and site management
- Editorial planning and content development
The following principles should guide the use of GenAI tools in the marketing and communications efforts for our partners across the university. Additionally, usage should align with the Guidelines for Responsible Use of Artificial Intelligence (AI) at USF.
Human-Centered
GenAI is a tool to assist and augment human work — not replace human judgment, creativity, or accountability. GenAI tools should be assistive, not autonomous.
Human Accountability
All decisions and outputs remain the responsibility of people. AI responses can include bias due to the datasets being used, AI can and does generate incorrect information, and AI can and does “hallucinate.” Any GenAI-assisted or GenAI-optimized material must be reviewed, edited, and overseen by a human author and approved by a human before reaching its final audience.
Ethical Use
USF upholds strict ethical standards for the use of GenAI. GenAI must never be used to deceive, misrepresent, or spread misinformation. Integrity, transparency, and accuracy guide its use.
Transparency
Transparency in GenAI usage is essential in order to maintain the trust of our audiences and stakeholders.
- Disclosure is required when GenAI significantly contributes to content. This requires acknowledgment or co-author-like credit.
- Any GenAI use in official marketing and communications materials that fall outside of the Guidelines for Responsible Use of Artificial Intelligence (AI) at USF should be shared with supervisors or creative leads to determine if public disclosure is required.
Accuracy and Fact-Checking
GenAI outputs must always be reviewed and verified by humans. Humans are accountable for correcting errors and ensuring reliability.
Respect for Copyright and Intellectual Property
AI-generated material must be reviewed, edited, and modified to avoid plagiarism (all words should sound like you) and protect intellectual property rights.
Privacy and Data Security
No sensitive, private, proprietary, or confidential information, including data protected by FERPA, should be input into GenAI tools that have not received prior approval for such use. GenAI use must comply with privacy laws and institutional policies.
If you are interested in adding a new AI technology currently not offered by USF, follow the Acquire New or Renew Technology or Services at USF process. You will also need to fill out the New Technology Assessment.
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