Applying AI Responsibly in Marketing Communications

Use AI in the middle.

AI can be a valuable tool in the creative and content development process, but human expertise and judgment should guide the work from beginning to end.

• A human should provide the strategy, context, direction, and intent at the beginning of the process.
• AI can support, enhance, and accelerate the work in the middle.
• A qualified human — such as an editor, graphic designer, creative director, or other appropriate expert — should review and approve the final product.
• Humans remain accountable for the quality, accuracy, and appropriateness of the final work. Always review AI-provided information for accuracy.

AI does not replace Georgia Tech's established brand standards, assets, or guidelines.

• Only use official Institute Communications-provided files for logos, spirit marks, wordmarks, and other trademarked assets.
• Do not use AI to create, recreate, or approximate official Georgia Tech logos or marks.
• Ensure that AI-assisted content aligns with established brand standards, including colors, patterns, typography, voice, tone, and style.
• Continue to follow all existing brand guidelines when using AI as part of the creative process.

AI-assisted content should meet the same accessibility expectations as any other content we create.

• Review AI-generated content for accessibility before publishing or distributing.
• Ensure that written, visual, and multimedia content follows established accessibility standards and best practices.
• Do not assume AI-generated content is accessible simply because it appears complete or polished.
• Human review remains essential to identifying and addressing accessibility concerns.

AI can enhance and extend visual storytelling, but it should not replace authentic representations of people or environments.

• AI-generated visual content should not be used as a full representation of humans or real-world environments.
• AI may be used to enhance, extend, or support visual content when used thoughtfully and appropriately.
• When authentic photography is needed, use stock photography tools and filters to exclude AI-generated imagery.
• Existing brand standards and guidelines for photography, visual media, and representations of other entities continue to apply.