AI Guidelines
Generative AI can be a useful tool for UToledo marketing and communications professionals — helping us brainstorm, draft, edit, analyze and optimize content. These guidelines establish how AI may be used to support our work while protecting the University's brand, intellectual property, privacy and commitment to accurate, authentic communications.
Use AI to enhance our work, not to replace the expertise, judgment and creativity of the people who understand UToledo and our audiences.
These guidelines will be reviewed and updated as technology, University policies and best practices evolve.
Principles for using generative AI
- Use AI as a support tool — not the final authority.
AI can help us work more efficiently, but its output may be inaccurate, biased or misleading. Employees are responsible for verifying AI-generated information and ensuring the final work meets UToledo's standards for accuracy, voice, accessibility and audience.
- Protect University information and intellectual property.
Do not enter confidential, restricted or personally identifiable information into AI tools unless the tool and its use have been approved for that information. All University privacy, copyright, trademark, licensing and intellectual property requirements continue to apply.
- Preserve the authenticity of UToledo.
AI may help us communicate authentic UToledo experiences, but it should not manufacture people, places, events, accomplishments or other representations that could be mistaken for reality.
Appropriate Uses
Generative AI may be used as a support tool when the output is appropriately reviewed, edited and verified.
Brainstorm and Develop
- Brainstorming campaign concepts, headlines, themes and creative approaches
- Generating content ideas, research questions and audience considerations
- Developing outlines and initial drafts
- Generating alternative ways to communicate an established idea
Draft and Refine Content
- Drafting content that will be substantially reviewed and edited
- Proofreading and improving grammar, clarity and readability
- Shortening, expanding or adapting content for different audiences or channels
- Identifying repetitive or overly complex language
- Suggesting alternative wording
AI-generated copy must be edited to reflect UToledo's voice, tone, audience and editorial standards.
Web Development and SEO
AI may support website development, accessibility and search optimization, including:
- Drafting page titles and meta descriptions
- Drafting image alt text
- Reviewing content structure, including headings, H1/H2/H3 tags and lists
- Keyword research and search-intent analysis
- Reviewing readability, content quality and relevance
- Identifying opportunities to improve page structure, internal linking and content gaps
Human review is required. Alt text must be checked against the actual image to ensure people, buildings, locations and other important elements are correctly identified and spelled.
Analyze
- Summarizing surveys and other appropriate, non-sensitive information
- Identifying themes in public feedback
- Reviewing campaign or website performance
- Analyzing keyword themes and content gaps
- Comparing publicly available information
- Generating charts or visualizations from appropriate data
AI-generated conclusions must be verified and should not be the sole basis for significant strategic or financial decisions.
Uses That Require Particular Care
Photography and Image Editing
Limited, non-substantive editing may be appropriate when it does not change the meaning or context of a photograph.
AI should not be used to:
- Add or remove people
- Substantially change a person's appearance or identity
- Change the location or circumstances depicted
- Create a composite that appears to be an authentic photograph
- Create a photograph of a UToledo person, place or event that did not actually exist or occur
- Alter a photograph in a way that compromises the accurate and respectful representation of individuals
AI-generated imagery may be appropriate for conceptual, illustrative or decorative purposes when it cannot reasonably be mistaken for an authentic photograph or representation of a real UToledo person, place or event.
When in doubt, consult Marketing and Communications before publication.
Uses That Are Not Permitted
Generative AI may not be used to:
- Publish unreviewed AI-generated content. AI output must receive meaningful human review and approval.
- Fabricate people, places, experiences or accomplishments or present them as real.
- Fabricate quotations, testimonials, endorsements, statistics, research findings or other factual claims.
- Alter the meaning or context of authentic photographs.
- Modify, distort, recreate or manipulate UToledo logos, marks, seals or other protected brand elements. University marks must be used according to established brand and licensing standards.
- Use confidential, restricted or personally identifiable information in AI tools that have not been approved for that information.
- Substantially create high-sensitivity communications, including crisis communications, official University statements, sensitive personnel matters, communications involving individual student or patient circumstances, and legal or regulatory matters. Limited administrative or editorial assistance may be appropriate, but the substance and final language must be developed and approved by the appropriate University personnel.
Accuracy, Copyright and Intellectual Property
AI-generated content is not automatically free of copyright, trademark or licensing restrictions. Employees remain responsible for ensuring that AI-assisted work complies with University requirements and applicable law.
Before using AI-generated content, consider:
- Is the information accurate and independently verified?
- Does the content accurately represent UToledo?
- Could it reproduce copyrighted or trademarked material?
- Do we have permission to use the source material?
- Does the use comply with the AI tool's terms?
- Does the content meet University brand, licensing and accessibility requirements?
Human Review Is Required
Before publishing or distributing AI-assisted content, the responsible employee must review it for:
- Accuracy
- Voice and brand
- Audience
- Accessibility
- Authenticity
- Legal and ethical considerations
The person who publishes or approves the content remains responsible for the final product, regardless of whether AI was used during its creation.