Suggested AI Usage for NMU Marketing Materials

As a department of creatives, NMU University Marketing and Communications acknowledges the growing need to utilize Artificial Intelligence (AI) responsibly and ethically. While AI offers an ease of use that is tempting for creative endeavors, our department's suggestion for responsible usage is to use AI sparingly as a tool to enhance your work, not as a labor replacement to do the work for you.
 

Sources

The following recommendations are based on research conducted by NMU University Marketing and Communications on various university policies. Notable Sources:

As a University with a strong mission to create a more sustainable campus and environment, it is necessary to acknowledge the impact AI has on our natural resources. Keep this in mind when accessing AI. NMU UMC recommends using AI sparingly and only when necessary in an attempt to minimize environmental impact.

 

  • Brainstorming – With proper and precise prompting, AI can provide fresh ideas and feedback on topics during the ideation process.
     
  • Outlining – AI can help organize notes into a structured outline or plan.
     
  • Preparation – AI can anticipate questions or objections to improve decision-making and presentations.
     
  • Identifying Trends – AI can summarize interviews, transcribe content, and detect recurring themes. Always review AI-generated content for accuracy.

🚫 Never input confidential or personal information.

 

  • Editing Support – AI can suggest improvements for clarity, style, and conciseness.
     
  • Audience Personalization – AI can help tailor pre-written content for students, staff, faculty, donors, and media.
     
  • Content Structuring – AI can assist with headlines, subheadings, website headers, and SEO tags.
     
  • SEO Optimization – AI assists with keyword research and readability to enhance web performance.

🚫 Always use your own words. AI should only be used to tweak and edit already 
existing ideas.
 

  • Enhancing Images – AI can improve images while maintaining artistic integrity and context.
     
  • Use AI for Concepting, Not Final Production - Use real photos or professionally designed materials whenever possible, and instead, leverage AI for
    • Drafting ideas
    • Visualizing concepts
    • Exploring creative directions
       
  • Review AI-Generated Images for Brand Compliance - Generative AI tools struggle to accurately portray text, logos, and brand elements. They may also introduce visual errors that mislead or weaken our brand. Always review AI-generated images carefully to ensure accuracy and alignment with brand standards.
    • Check for distortions or unusual details - Look for issues such as extra fingers, unnatural shadows, unreadable text, warped shapes, or inconsistent anatomy. If something appears “off,” do not use it. Even small visual flaws can reduce credibility.
    • Ensure the image is not misleading - Could the image give the wrong impression about events, people, or situations? If so, either avoid it or clearly state that it is an illustration.
    • Be aware of copyright and branding concerns - Do not use anything that could be mistaken for an existing logo, product, or design. AI tools can unintentionally replicate copyrighted or trademarked content, which may lead to legal and ethical issues.
    • Confirm it aligns with our brand and values - Ask yourself if the image looks professional, accurate, and consistent with Northern Michigan University’s mission. If it does not, it is not the right choice.
    • Trust your instincts - If an image makes you hesitate, whether it feels strange, misleading, or overly polished, skip it. Whenever possible, use authentic photographs or approved visuals from the NMU photo and image library.
       
  • When in Doubt, Reach Out - If you are unsure whether an AI-generated image meets brand standards, contact NMU University Marketing and Communications for guidance before sharing with your audiences. Share AI-generated content that will be used for promotional purposes with NMU marketing and communications before distributing.
     
  • Intellectual Property Compliance – Ensure AI-generated visuals do not violate copyright or data protection laws.
    • For example, the NMU academic torch logo and NMU athletic wildcat logo may not, under any circumstances, be altered.

🚫 Do not use AI for content that may infringe on intellectual property or contract terms.

🚫 Don’t depict REAL events or people: Never use AI visuals to represent actual NMU staff, faculty, students, volunteers, or participants. This risks misleading audiences and undermining credibility.

  • Drafting Posts – AI helps generate quick drafts customized for different audiences.
     
  • Content Planning – AI can help organize ideas and create editorial calendars.
  • SEO – AI helps improve word choice to optimize where content appears in search results.
  • Hashtag Strategy – AI generates hashtags based on audience preference to help place content where your target audience will see it. 

🚫 AI-generated images should not be posted on social media. AI-generated content requires a double-check for accuracy. 

 

 

  • Respect Intellectual Property – Do not claim AI-generated content as your own. Verify accuracy and avoid plagiarism.
     
  • Fact-check AI Content – AI is not always reliable. Always have a human cross-check information.
     
  • Check for Bias – Be aware of potential biases in AI-generated output (AI is programmed by humans, after all, and comes armed with the internal bias of those humans) 
     
  • Disclose AI Usage – It is advised to be transparent when AI contributes to written or visual work.