AI Guidelines

Introduction

Artificial intelligence (AI) is rapidly changing how we research, write, design and create content. At the University of San Diego, we believe AI should support — and not replace — the creativity and judgement of human communicators.

As a Catholic university, USD approaches artificial intelligence through the principles of human dignity, ethical responsibility and care for our common home. We believe technology should advance the common good by serving people while also supporting responsible stewardship of our shared planet. Acknowledging the environmental impacts of our AI use such as energy consumption, water usage and carbon emissions -- compels us to ask thoughtful questions to refine our usage and maximize efficiency with intentionality.

The primary purpose of these guidelines is to provide a framework for the responsible use of AI by campus communicators across editorial content, photography, video, design and social media. They are intended to promote thoughtful, ethical practices while protecting the authenticity of USD's brand and Catholic identity, and are consistent with the principles outlined in Pope Leo XIV's encyclical Magnifica Humanitas, which calls for AI to remain in service of human dignity and the common good.

As new tools emerge, institutional needs change and our understanding of responsible AI continues to grow, these guidelines will be reviewed and updated to ensure they remain aligned with USD's mission and values. If you have any additional questions, please contact us at marcom@sandiego.edu.

Guiding Principles for AI Usage

AI offers myriad opportunities to strengthen the way we communicate. However, technology must always be guided by the values that define our institution. These foundational principles provide the framework for how AI should be used across our marketing and communications channels:

AI is assistive, not autonomous.
Humans remain accountable for every published communication.
All AI-generated content must be reviewed, edited and verified.
Protect confidential university information.
Respect copyright, intellectual property and creative attribution.

Appropriate Uses (Do’s)

Uses to Avoid (Don’ts)

Branding

AI should not be used to alter an existing trademarked or registered university logo or sanctioned mark (including, but not limited to school and college logos, Athletics marks, custom signatures, intramural club marks and alumni affinity group marks)
AI should not be used to recreate official university brand fonts or generate new fonts for use in print and digital materials
AI should not be used to alter any existing brand elements

Editorial

Publishing AI-written stories without meaningful human authorship
AI fact-checking (don’t skip editing!)
Fabricated quotes or sources
Use of stock AI visuals in stories and social media posts

Photography

AI-generated USD people, places (including USD architecture/buildings) or events
Changing the editorial meaning of authentic images

Video

Voice cloning
Synthetic university events
Synthetic personas
Fabricated interviews, quotes or testimonials
Using AI to generate video content without having a marketing staff do the actual work, including gathering materials and storylines

Social Media Guidelines AI can improve efficiency and workflow in social media management. It should be used as a tool to support human creativity and decision-making — not replace it. For more information on specific social media considerations, please review these guidelines. Visual Design Considerations

If AI is used to enhance a photo, ensure the image still captures the scene and storytelling authentically.
If AI is used to render additions to a photo, ensure the additions are realistic. Details such as light source, shadows, reflections and continuity of objects should be reviewed for potential inaccuracies.
If AI is used to generate an illustration or image, be sure it is done through a trusted platform, such as Adobe Firefly, that trains on licensed content or public domain works.
If AI is used to generate a photo or design promoting the university, be sure it accurately reflects what the viewer would experience if they were to visit campus in-person.
AI should only be used to generate design concept ideas only and not generate the final design.

Public Affairs and Crisis Communications Considerations

AI should not be used to create or publish real-time responses during crises, emergencies, or brand safety issues.
Communications involving legal, reputational, or public safety concerns must be reviewed and approved by appropriate human decision-makers.
Only factual, verified information should be provided to the media. Hypothetical examples to illustrate concepts should be clearly identified as such.
Coordination with the media should always be done in collaboration with the Public Affairs Team (press@sandiego.edu).

Before Finalizing and Publishing Your Work, Ask Yourself...

Is every fact independently verified?
Does this authentically represent USD?
Have you utilized the USD Gallery and brand toolkit for alignment with the university's brand standards?
Have I preserved the integrity of images or video?
Besides prompting, was a human meaningfully involved in creating this content?
Should AI use be disclosed?
Does this use of AI reflect our Catholic values and commitment to Care for Our Common Home?

Additional information on the university’s current AI practices, procedures and resources can be accessed here: www.sandiego.edu/artificial-intelligence

Introduction

Guiding Principles for AI Usage

Before Finalizing and Publishing Your Work, Ask Yourself...

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