AI Usage

• Experiment and stay informed. AI is changing how communication professionals are operating internally and how our audiences discover, evaluate and engage with information. 
• Explore use of AI tools to modernize team operations. Evaluate how AI can improve internal workflows, accelerate or optimize routine work, and enable teams to spend more time on high-level strategic and creative needs. 
• Use AI as a tool, not the final author. Remember that staff (not the AI tool) are responsible for the final work. Review, fact check and edit all AI-generated draft materials. 
• Avoid over reliance on AI in visual materials and other marketing and communications assets. AI-generated materials often contain errors, visual inconsistencies and/or a recognizable and distinct feel that  can result in audience criticism and dissonance and harm the university’s reputation for a high standard of excellence in visual design.
• Be transparent when using AI to create or significantly alter human-generated content. Reference citation best practices for communicators when using GenAI tools to support marketing and communications operations functions and content creation for public-facing  audiences.
• Understand how AI is changing the way online audiences are discovering new information. Make adjustments to your digital marketing and communication strategies and tactics to incorporate AEO best practices alongside traditional SEO strategies. 
• Protect brand integrity. Ensure AI-generated and supported content adheres to UMD brand guidelines. Do not use AI to create or significantly alter images of real people, campus locations or trademarks. Ensure the final language reflects the institution’s voice and values. 
• Protect confidential, proprietary, personnel and sensitive information. Use only UMD-approved tools for sensitive or restricted information.
• Adhere to UMD guidelines for AI use. AI use must comply with existing policies, privacy, data and security requirements
• Share insights from learned experience with your communication peers across campus, and with representatives on the campus AI Workgroup.
• Ensure all staff, including student staff and interns, uphold these best practices. When onboarding new team members, ensure full understanding of UMD’s guidelines for AI use and brand guidelines.

Like other digital tools used in marketing and communications work, the use of AI tools may:

• Speed up or streamline some tasks and workflows, providing team members additional time for tasks that require more creativity and critical thinking
• Devise a variety of solutions in less time and with fewer resources
• Support testing new ideas, processes and workflows
• Automating time consuming tasks

The use of GenAI tools is encouraged to enhance work efficiency and productivity. However, their use should align with institutional policies, safeguard sensitive information, and ensure outputs are accurate, unbiased and appropriate for the intended purpose. Staff should not input any institutional data that is not publicly available into externally sourced platforms (free or paid) using GenAI tools. Use only UMD-approved tools for sensitive or restricted information.

These are examples where AI can help a marketing and communications team increase efficiency and capacity:

• Using AI tools to support project management
• Using an AI notetaker in meetings and ideation sessions, when appropriate
• Transcribing audio, searching transcripts or creating content summaries
• Brainstorming campaign ideas or messages
• Structuring scripts or campaign outlines
• Drafting an initial version of a message
• Suggesting clearer or shorter language
• Tailoring a message for different audiences
• Summarizing background material for internal preparation
• Supporting data analysis and routine reporting

Human creativity, strategy and judgment should be the foundation for marketing and communications content creation at the University of Maryland. 

AI is a support tool, not a substitute for institutional voice, editorial decision-making or sole authorship in written and visual work.

Significant AI use for public-facing marketing and communications deliverables is not recommended. AI use is considered significant when it generates, revises or alters content in a way that substantially influences what is ultimately presented to an audience. Prioritize accuracy, integrity, inclusion and transparency over speed.

Do not use AI tools to change or misrepresent the original meaning of an image, or alter the appearance of people, places or events in ways that distort their accuracy.

Best Practices

• Ensure that AI-generated materials meet UMD's editorial style guide, brand guidelines and accessibility standards.
• Monitor AI-generated material for accuracy, bias and hallucinations. 
• If AI meaningfully contributes to a deliverable, be transparent about its usage and apply extra care before sharing work with external audiences. Assess copyright, usage and disclosure considerations for AI-generated creative assets.
• Human review and editing of AI supported material is always required.
• Reference brand.umd.edu for access to marketing and communications toolkits and existing assets available on TerpVault.

If you are using AI in your work, it is recommended that you disclose and acknowledge it. Additionally, some digital platforms, including most major social platforms, require specific AI disclosures under their terms of service. Refer to each platform’s policies to learn more.

How to Decide Whether Attribution Is Needed

Minimal AI Use: Formal attribution is not necessary.

• Examples: grammar, spelling, punctuation and wording suggestions, copy-editing, headline variations; and brainstorming, sketching or exploring design ideas. 

Significant AI Use:  Attribution should be disclosed externally.

• Examples: AI materially shapes the substance, structure, expression or final form of a public-facing communication or creative asset. This includes situations where AI generates substantial portions of written content, develops key messaging, creates or meaningfully alters visual or multimedia assets, or produces work that audiences may reasonably perceive as original human-created content.