AI Guidelines

CMU supports the responsible use of generative AI tools.

Keep in mind important considerations, including data privacy, security, copyright and accuracy. Please read and follow these instructions from Computing Services.

AI Use in Marketing & Communications

These guidelines will help establish a standard of credibility when using AI in our marketing and communications activities.

Generative AI is a tool, not a replacement for human expertise and judgment. You are responsible for ensuring that any content you create using generative AI is accurate and meets quality standards. Always carefully review any AI-generated content before publication.

Prioritize data privacy and security in all generative AI-related work. Only enter information into generative AI tools that you would share publicly online. Data classified as private, restricted or restricted-private should not be entered into open or commercial generative AI tools.

 

 

Some Acceptable Uses of AI in Marketing & Communications

 

Content

  • Creating drafts of written content for blogs, social media, emails and ads, and then having them carefully proofread by humans to ensure accuracy and quality. Include attribution.
  • Drafting marketing plans and creative briefs.
  • Developing draft video/audio scripts.
  • Generating transcripts for audio and video content, if reviewed for accuracy and quality. (Include attribution.)
  • Creating YouTube video descriptions.
  • Developing blog content (with attribution).
  • Developing descriptive web content.

Multimedia

  • Creating conceptual illustrations for marketing material as a substitute for stock photography (with attribution); avoid photorealistic images.
  • Removing privacy-related or undesirable elements from photographs while preserving the substance/intent of the original photograph.
  • Modifying or enlarging the backgrounds of photographs (while preserving the substance/intent of the original photograph).
  • Developing motion graphics of non-human things, environments and processes as a substitute for stock photography.

 

 

Prohibited Uses of Generative AI

 

  • Use of AI images in news stories.
  • Replicating or imitating a person’s likeness or voice without their written consent.

  • Replicating or imitating Scotty, the CMU mascot, without written consent from UCM Creative.

  • Creating headshots or portraits of individuals.
  • Generating images of fictional people without clear AI attribution.
  • Modifying images and video in ways that alter the original intent of the image.

 

 

Image Attribution

 

To ensure the authenticity of our content, it is important to be transparent about the use of AI. AI-generated images primarily developed by AI require attribution (e.g., illustrations, data visualizations) and must be identified by placing the following tag in the lower right corner of the image: “Image created using AI.” Images that are modified, edited or enhanced (e.g., expanded, sharpened, color-corrected) do not require a tag.

 

 

Text Attribution

 

Please follow the APA Style for attribution:

Bibliography Format

  • Author. (Date). Name of tool (Version of tool) [Large language model]. URL
  • Example:  OpenAI. (2025). ChatGPT (Mar 14 version) [Large language model]. https://chat.openai.com/chat

In-Text Citation Example

  • (OpenAI, 2025)

Prompt Engineering for Consistent Brand Voice and Tone

 

Using a consistent brand voice and tone in external communications is essential. Therefore, it is vital to approach this process in a consistent manner. 

Here are some best practices for AI prompt engineering:

  • Be Clear and Specific:
Clearly state the topic, purpose and desired outcome to guide the AI response accurately.
     
  • Describe the Reader: Specify a role or persona and skills that align with the desired output style or reader expertise.
     
  • Include Context: Give background information, the intended audience or a situation for the AI to consider.
     
  • Define the Tone and Personality: Specify the tone to ensure consistency with our brand. Include CMU brand personality words or phrases.
     
  • Guide the Response Length and Format: Indicate if the response should be brief, detailed in bullet points or a summary to control length and format.