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AI Guidelines in WVU Marketing and Communications

At West Virginia University, our brand is people-focused and should feel authentic.

Using artificial intelligence (AI) is not recommended for any final creative work; however, there are some options for using AI to support marketing and communications work in project development.

Any use of AI for marketing and communications purposes should be critically reviewed for accuracy and legitimacy. The use of AI for this purpose must be consistent with any WVU ITS guidance related to AI including Use of Generative AI for Administrative Purposes at WVU.

How to Use AI

  • AI is permitted for use as a brainstorming tool.
    • Use AI to spark ideas, organize thoughts, and generate outlines.
    • All final copy must be written and edited by a human.
  • AI is permitted for use to assist in creating efficiencies and developing workflows.
    • AI can be used to increase efficiency. Examples include automating repetitive tasks, creating drafts for internal review, or compiling background information.
    • Treat AI as a support tool, not as the voice of WVU. AI can be helpful to organize meeting notes, for example. Again, all facts presented by AI should be verified.
  • AI is permitted for use for minor photo edits.
    • AI editing may be used to subtly remove small distractions like power outlets, stray hairs, spills on shirts, or to extend scenery to fit a design layout.
    • All edits should maintain the integrity, location, and authenticity of WVU.
    • All photo edits should be made using a WVU-preferred platform such as Adobe products

How NOT to Use AI

  • The publishing of AI-generated copy is not permitted.
    • The WVU brand calls for a human touch. Our writing style is people-focused, conversational, and, above all, real. Review our tone and voice guide for more information on how to write like WVU.
    • Don’t use AI-generated copy in published marketing materials, social media posts, website text, or advertisements.
  • Do not use AI to alter reality in photography or videography.
    • Only use imagery that has been captured within the camera. The WVU brand calls for natural, in-the-moment photography or videography, and any use of AI to change the overall composition of the moment is not permitted.
    • Don’t use AI to change someone’s physical appearance, body shape, skin tone, clothing, or identity.
    • Don’t use AI to alter campus buildings, landmarks, or the environment in a way that misrepresents reality.
  • The use of AI in final creative work is not permitted without identification of AI as the source.
    • Final designs, photography or videography, and text should be created, refined, and approved with human expertise. Designs can have AI-generated elements, but should predominantly feature human-made work. AI-generated elements in creative work must be identified as such. Examples: (WVU Photo created with AI Assistance), (WVU Graphic created with AI Assistance), (AI was used in the development of this piece.)