School of Human Ecology guidelines for the use of artificial intelligence (AI) in advancement, marketing and communications projects
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.
Remember:
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People should review and personalize all information generated by AI tools. Generative AI can be a starting point for ideas, brainstorming and first drafts, but it cannot replace the human touch.
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Bias and fairness. Check any outcomes from AI tools for bias and ensure that these outcomes are fair, inclusive and non-discriminatory.
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Do not accept AI answers as facts. Verify with secondary and tertiary sources that the answers to AI prompts are factual.
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Consider whose creative work and data you're putting into AI platforms. If it is original content (writing, design, etc.) or sensitive information, confirm with the author and/owner of the material before entering it into an AI platform. Learn how to protect university data and your privacy.
- Educate yourself on the UW–Madison use and policies and how to use AI tools safely.
Working with vendors and contractors:
Be upfront and clear about the school's 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 proposals, contracts 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.
Stories, editorial and general content creation
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AI can be used to assist with research, to generate ideas and early drafts, and to provide editorial insights.
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Final work should be reviewed by human editors to ensure it is accurate and that it aligns with Human Ecology tone and values.
- Consider citing generative AI for transparency.
Brainstorming and idea generation
- AI tools can be used for brainstorming and generating ideas for campaigns, content topics, headlines and creative concepts.
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Ideas should be evaluated by human teams to ensure they align with the Human Ecology voice, values and brand identity.
Editing and proofreading
- AI can assist in editing and proofreading content by identifying grammatical errors, suggesting style improvements and checking for consistency.
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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.
Website content optimization
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AI can be utilized to optimize website content, including improving search engine optimization (SEO), writing plain language or tailoring content to unique personas.
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Content should always be reviewed by human teams to ensure that it remains accessible, accurate and reflective of Human Ecology and UW–Madison’s brand.
Design and visual content creation
- AI can assist in generating design elements, layouts and visual content for marketing and communication materials.
- Consider citing generative AI for transparency.
- Avoid AI images of people to stay authentic to the Human Ecology value of (real) humans at the center.
- 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.
- AI should not be used to alter photographs or video in a manner that misleads or misrepresents their accuracy. Per the UW–Madison photo policy, alteration of any photograph that misleads, confuses or otherwise misrepresents its accuracy is strictly prohibited.
Campus AI policies and guidelines
Follow UW–Madison’s AI policies to safeguard data and privacy.
- UW–Madison has existing use and 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.
- UW–Madison statement on the use of generative AI