AI Guidelines for Marketing, Communications, Branding, and Licensing
Purpose
Dakota State University recognizes that artificial intelligence tools can support creativity, efficiency, and innovation in marketing and communications work. These guidelines are intended to help employees use AI responsibly while protecting DSU’s brand, reputation, intellectual property, trademarks, and public trust.
These are guidelines, not a university-wide AI policy. They apply specifically to marketing, communications, branding, licensing, promotional, and externally facing materials that represent Dakota State University.
Scope
These guidelines apply to any DSU-branded material intended for external audiences, including but not limited to:
- Websites, news stories, press releases, marketing campaigns, and digital advertising
- Social media content
- Photography, illustration, graphics, video, animation, audio, and other multimedia
- Printed materials, signage, apparel, merchandise, and licensed products
- Materials created by DSU employees, students, contractors, vendors, or partners on behalf of the university
For purposes of these guidelines, “official DSU materials” means content that includes DSU branding, references DSU programs or initiatives, uses university names, logos, marks, colors, or visual identity elements, or is intended to promote or represent the university externally.
Guiding Principles
- AI should support, not replace, human creativity and judgment.
AI tools may be used to assist with brainstorming, drafting, editing, outlining, concept development, research support, and design exploration. Final responsibility for the work remains with the person, office, department, or unit publishing or distributing the material. - DSU brand standards still apply.
Use of AI does not change DSU’s brand requirements. All AI-assisted or AI-generated content must align with DSU’s visual identity, editorial standards, tone, values, accessibility expectations, and approved brand usage. - Human review and approval are required.
AI-generated or AI-assisted content must be reviewed, edited, fact-checked, and approved by a human before publication or distribution. AI output should be treated as a draft or starting point, not a final product. - Accuracy, authenticity, and transparency matter.
AI must not be used to mislead audiences, fabricate events, misrepresent people, alter meaning, or create content that could reasonably be interpreted as deceptive. Content creators are responsible for verifying factual claims, names, dates, data, and sources. - Confidential, sensitive, or protected information must not be entered into unapproved AI tools.
Employees should not input confidential university information, student records, personnel information, donor information, proprietary information, unpublished strategy, contracts, or other sensitive data into public or unapproved AI systems. - Copyright, trademark, licensing, and intellectual property risks must be considered.
AI-generated content may raise questions related to ownership, copyright protection, plagiarism, trademark use, rights of publicity, and licensing. Employees should avoid prompting AI tools to imitate protected artwork, brands, logos, individuals, copyrighted characters, distinctive creative styles, or third-party intellectual property.
Acceptable Uses of AI
AI may be used as an assistive tool for marketing and communications work, including:
- Brainstorming campaign concepts, headlines, captions, story angles, or content themes
- Creating outlines, drafts, or alternate versions of written content
- Editing for grammar, readability, tone, accessibility, or length
- Repurposing approved content for different platforms or audiences
- Developing social media content ideas or editorial calendar concepts
- Supporting search engine optimization, keyword research, or content analysis
- Summarizing non-confidential background material
- Creating internal mockups, mood boards, or early-stage design concepts
- Assisting with photo, video, or audio editing when the edits do not misrepresent reality or alter the context of the original material
AI-Generated Images, Graphics, Video, Audio, and Multimedia
Because visual and multimedia content can strongly influence public perception of the university, AI-generated or AI-assisted images, graphics, video, audio, and other media require additional care.
Fully AI-generated images or multimedia may be considered for use in official DSU materials only when:
- The content clearly supports the project’s purpose and audience
- The content aligns with DSU brand standards and visual identity
- The content does not misrepresent real people, events, locations, programs, facilities, or outcomes
- The content does not imitate or infringe on copyrighted, trademarked, or licensed material
- The content does not create reputational, ethical, or legal concerns
- The content is reviewed and approved by DSU Marketing before publication, distribution, production, or licensing
AI-generated images should not be used as a substitute for authentic DSU photography when the intent is to represent actual students, employees, alumni, campus facilities, events, classrooms, labs, athletics, or university experiences.
Prohibited Uses
AI may not be used in DSU marketing, communications, branding, or licensed materials to:
- Create, modify, distort, or recreate DSU logos, trademarks, wordmarks, athletic marks, mascot marks, seals, or other protected brand assets
- Produce official DSU-branded materials for external use without appropriate review and approval
- Generate or alter images of real people in a way that changes their appearance, identity, actions, expression, setting, or implied endorsement without appropriate permission
- Create images, video, audio, or written content that falsely depicts events, campus scenes, student experiences, research outcomes, facilities, or university activities
- Publish AI-generated content without human review, fact-checking, and editing
- Enter confidential, sensitive, protected, or proprietary information into public or unapproved AI tools
- Imitate third-party brands, copyrighted works, distinctive artistic styles, celebrities, public figures, or protected intellectual property
- Create licensed products, apparel, merchandise, or promotional items using DSU marks or AI-generated artwork without review through the university’s established branding and licensing approval process
- Circumvent DSU brand standards, accessibility standards, procurement requirements, licensing procedures, or other applicable university policies and guidelines
Marketing Review and Approval
DSU Marketing must review and approve AI-generated or AI-assisted images, graphics, video, audio, or other multimedia before they are used to promote or represent the university externally.
Marketing review is required for:
- AI-generated images or visual assets used in official DSU materials
- AI-assisted edits that materially change the meaning, context, or appearance of an image, video, or audio file
- Materials using DSU logos, marks, colors, branded templates, or licensed assets
- Apparel, merchandise, promotional products, or other licensed goods
- High-visibility campaigns, advertising, recruitment materials, fundraising materials, or institutional communications
Marketing may approve, request revisions, or deny use of AI-generated content based on brand alignment, quality, accuracy, audience impact, accessibility, copyright/trademark risk, licensing considerations, or reputational concerns.
Licensing and Vendor Use
Vendors, contractors, licensees, and external partners may not use AI to create, modify, or reproduce DSU marks, branded artwork, licensed products, or promotional materials without prior approval from DSU Marketing and the appropriate licensing process.
AI-generated artwork proposed for apparel, merchandise, promotional products, or other licensed goods must be reviewed before production. Approval of a concept does not waive DSU’s trademark, licensing, or brand requirements.
Recommended Development Area: DSU AI Brand Support Tool
As DSU develops its internal AI environment, the university may explore creating a protected, DSU-approved AI assistant or agent to help employees create brand-aligned marketing and communications materials. Such a tool could support responsible innovation by providing approved templates, brand voice guidance, visual standards, accessibility reminders, and routing instructions for Marketing review.
Any such tool should be developed in coordination with Marketing, IT, and other appropriate university stakeholders to ensure brand accuracy, data protection, and responsible use.
Review and Updates
AI technology, legal standards, and best practices are evolving rapidly. These guidelines should be reviewed regularly and updated as needed. DSU Marketing will bring the guidelines back to Cabinet for review before they are finalized and implemented.
Questions about the use of AI in DSU marketing, communications, branding, or licensing should be directed to DSU Marketing before publication, production, or distribution.