Artificial Intelligence (AI) continues to rapidly change how we approach our work in communications, advancement and marketing. As such, it is important that we build our understanding around the increasing use and opportunities for AI, and consider guidelines to ensure its responsible and ethical application. 

While AI can serve as an effective tool to enhance storytelling and engage audiences, we believe taking a human-centered approach will best meet strategic goals, guide content development and help to maintain integrity and underscore brand value.  

The use of AI should always be aligned with our values, campus guidelines and policies. 

Remember:

• Generative AI can be an excellent starting point for ideas, brainstorming and first drafts, but it cannot replace the human touch. People should review and personalize all information generated by AI tools. 

• Bias and fairness. Check any outcomes from AI tools for bias and ensure that these outcomes are fair, inclusive and non-discriminatory. 

Working with vendors and contractors:

Because generative AI is a rapidly growing and changing field, it’s important that we are upfront and clear about our expectations and requirements:

• Ask vendors and contractors about use of AI in any work/project on behalf of Human Ecology; explicit requirement for disclosure and that any AI usage must be pre-approved. 

  • Consider adding this request to RFI, RFP, creative and project briefs as appropriate.

AI in Human Ecology Work: Use-Cases and Examples

The examples below, considered with campus guidelines, are meant to provide direction when incorporating AI into our work. 

1. Stories, Editorial and General Content Creation: AI can be used to assist with research, to generate ideas and early drafts, and to provide editorial insights.

   1. Final work should be reviewed by human editors to ensure it is accurate and that it aligns with Human Ecology tone and values.

2. Brainstorming and Idea Generation: AI tools can be used for brainstorming and generating ideas for campaigns, content topics, headlines, and creative concepts. 

   1. Ideas should be evaluated by human teams to ensure they align with Human Ecology voice, values, and brand identity.

3. Editing and Proofreading: AI can assist in editing and proofreading content by identifying grammatical errors, suggesting style improvements, and checking for consistency.

   1.  Human editors and writers should review AI suggestions to ensure that the final content maintains the intended voice, nuance, and accuracy, and that it aligns with UW–Madison’s Editorial Style Guide.

4. Website Content Optimization: AI can be utilized to optimize website content, including improving SEO or tailoring content to unique personas. 

   1. Content should always be reviewed by human staff in UI/UX  to ensure that it remains accessible, accurate, and reflective of Human Ecology and UW–Madison’s brand.

5. Design and Visual Content Creation: AI can assist in generating design elements, layouts, and visual content for marketing and communication materials.

   1. Human designers and editors should oversee the process to ensure that the final designs and visuals adhere to the university's brand guidelines and policies.

   2. AI should not be used to alter photographs or video in a manner that misleads or misrepresents their accuracy. 

      1. Per the UW–Madison photo policy, alteration of any photograph that misleads, confuses, or otherwise misrepresents its accuracy is strictly prohibited.

Campus Guidelines 

Follow UW–Madison’s existing AI policies to safeguard data and privacy.

• UW–Madison has existing policies governing what all employees may and may not do when using generative AI tools and services. These policies safeguard institutional data, which everyone in the university is legally and ethically obligated to protect. All university faculty, staff, students, and affiliates are required to follow these policies.

Generative AI Resources at UW–Madison

• UW–Madison Statement on the Use of Generative AI

• Center for Teaching and Learning: Generative AI Resources

• Generative AI at UW–Madison: Use and Policies

• Exploring AI at UW–Madison: A 2023 Webinar Series