Marke'ng and Communica'ons AI Guidelines These standards are designed to guide the use of AI tools in marketing and communications that promote Galveston College or any of its departments, programs, or units. These guidelines do not apply to other areas of the college, such as academic settings, facilities or IT operations, or personal communications.
GUIDING PRINCIPLES We take a human-centered approach to AI. AI is a tool to augment human creativity, not replace it. Our professional judgment, insight, and knowledge are required to create authentic communications. Our involvement is crucial to ensure GC content achieves brand goals and aligns with college values. We are responsible for the work we create. We are accountable for all work created with AI assistance, and we will ensure it meets brand standards and is free from misinformation and bias. We will ensure our work is accurate. All content created with AI assistance must be thoroughly reviewed for accuracy. We will protect confidential data. Do not input confidential or sensitive information into AI tools. We will be transparent about our work. We will be open with co-workers about how and when we use AI tools.
USE OF AI TOOLS AI tools are just that — tools. They should be used with the same thought, care and purpose as non-AI tools. Carefully evaluate a project’s goals to determine if AI and/or existing tools and resources are best to make an authentic connection with our audiences. While we can’t provide guidance for every possible use of AI in college marketing and communications, we can provide some examples of acceptable and prohibited uses of AI.
Acceptable Uses Brainstorming Use AI to generate ideas for campaigns, headlines, photos or illustrations, videos, or social media posts. Outlining AI can help organize content and create project outlines. Drafting or personalizing messaging AI tools can help with early drafts of content or help rework content for different audiences. Editing assistance Use AI tools for grammar checks, rewording, and enhancing readability. Final edits should always be performed by a human to ensure accuracy & alignment with the college’s brand guidelines and voice. Search Engine Optimization (SEO) AI can assist with keyword research, readability analysis, and other SEO-related tasks. Data analysis Use AI for analyzing metrics, gathering insights on campaign performance and conducting market research. Editing images or multimedia AI tools in software such as Photoshop and Canva can be used to retouch images. AI tools can also be used to edit video and audio material for internal use. Make sure not to alter the context of the original work.
Prohibited Uses Publishing AI content without modification Do not publish AI-generated content without human review and revision. Do not publish AI-generated marketing content (flyers, social media, etc.) to an external audience. Ensure all content created with AI assistance reflects GC’s voice, is accurate, and is free from misinformation and bias. Using AI alone to fact-check AI-generated content can include inaccurate, misleading, or fabricated information. All content created with AI tools should be vigorously fact-checked using reliable sources.
Creating images or multimedia Do not use AI-generated images, music, audio, or video in external marketing and communications. Use them to help brainstorm ideas or enhance materials but not as a replacement for original work. Creating merchandise Do not use AI-generated images or graphics on merchandise (even free giveaway items). AI tools can be used for brainstorming but should not be used to create final products. Creating misleading imagery Do not use AI to edit images, video, or audio in a way that could deceive audiences or misrepresent reality e.g., generating images of fake events or altering individuals' appearances without consent. Re-creating or modifying brand marks Do not use AI tools to re-create or modify GC logos or marks such as the GC logo, GC Athletics logo, Rip Tide mascot, or any other GC logos. Infringing on intellectual property Ensure content created with the assistance of AI does not violate copyright laws. Be cautious of AI tools trained on copyrighted material. Inputting sensitive information Never enter confidential, sensitive, or proprietary data into AI tools. This includes student records, medical information, or any data protected by privacy laws. Violating college policies and guidelines AI should never be used to violate existing college policies. See below for a non-exhaustive list of relevant college policies and guidelines.
COLLEGE POLICIES AND GUIDELINES Galveston College Brand Guidelines Whitecaps Athletics Brand Guidelines Galveston College Social Media Guidelines Galveston College Website Guidelines Galveston College Mascot Guidelines