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Communications and Marketing

AI in Communications

AI is a powerful tool that can help us become more efficient communicators while providing additional context and information that can sharpen our work, but it is not a replacement for the creative process and the necessity of human stewardship over published content. It is optimally used as part of a broader strategy that places a premium on authentic storytelling. AI should never be used to deceive audiences nor to claim ownership of work we did not create organically. 

Responsible Use

Responsible AI use requires that any AI-generated material must be carefully reviewed, approved, edited and overseen by a human author, editor and/or designer. Communicators are accountable for verifying the accuracy of information supplied by AI and acknowledging its use when AI-generated content is prevalent. 

 

AI Tools

Responsible use of university-sponsored ChatGPT and Microsoft Copilot accounts is strongly encouraged. These tools are available to all USC faculty and staff for free and include security and privacy features not included in other commercially available products.

 

Acceptable Use of AI:

  • Researching best practices in higher education marketing and communications
  • Brainstorming ideas
  • Transcribing interviews
  • Summarizing meeting notes
  • Translating scientific language and complex research topics for greater general understanding
  • Analyzing data
  • Verifying AP style
  • Light editing of completed work
  • Reducing noise in video
  • Social copy ideation, tightening post copy and/or brainstorming
  • Photo searching and photo editing. Tools should be used to enhance existing images, not to generate new images.
  • Enhancing search engine optimization (SEO) or artificial intelligence optimization (AIO) for content through use of keywords, titles, subheads, descriptions, section headings and more
  • Optimizing non-bylined email communications for tone/readability/audience segmentation
     

Unacceptable Use of AI:

  • Generating images for audiences that depict fictitious people or events that did not occur
  • Altering photos in a manner that changes/misrepresents its meaning or creates a misleading depiction of reality
  • Generating fictitious quotes or people for stories
  • Altering existing quotes or fabricating new ones
  • Posting AI content verbatim or creating AI-generated bylined content
  • Posting AI-generated photos/videos on social media
  • Generating statements of sympathy, regret and other personalized messages that require human emotion and sensitivity 
  • Altering University of South Carolina assets in any way (e.g. logos, patterns, Cocky or official illustrations)
  • Translating languages: AI tools can be inaccurate with translations and are not reliable for official use
  • Uploading confidential or sensitive university information or personal and private student, faculty or staff information

 

Ongoing Updates

Because AI technology continues to evolve rapidly, these guidelines are considered a living document and will be updated as best practices and university standards develop.

Challenge the conventional. Create the exceptional. No Limits.

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