Generative artificial intelligence

University Marketing and Communications (UMC) recognizes the potential of generative artificial intelligence (AI). For the past few years, we’ve used AI software to transcribe interviews and detect errors and improve our writing. While embracing the emerging technology as a tool to be used responsibly in communicating with our audiences, our primary objective is to share information and stories that are accurate, authentic, and inclusive.

New generative AI tools like ChatGPT can spark ideas for story angles and help develop headlines, search engine optimization (SEO) terms, and meta descriptions. However, generative AI regularly produces inaccurate, fabricated, or plagiarized information. Copy generated by AI tools may not adhere to University Voice and Tone guidelines or Editorial Standards.

Furthermore, AI tools should not be used to write large sections of copy or be passed off as the writer’s own words. Special care should also be taken with AI-generated images and graphics, avoiding misrepresentation (such as adding people to an image to exaggerate attendance) and unauthorized use of others’ creative works (such as editing or adapting an established logotype that implies endorsement or consent from the logotype owner). All content created by generative AI should be scrutinized by a human before it is published. University content creators are additionally cautioned against inputting sensitive information into generative AI systems due to privacy concerns and should guard against bias encoded within them.

Content creators are encouraged to seek training and best practices on using generative AI from reputable sources, like LinkedIn Learning, which is available free of charge for all Illinois State University faculty, staff, and students.