AI in Communications and Marketing

Generative AI tools are becoming increasingly common in creative and administrative workflows. At WWU, we recognize the potential of these tools to support brainstorming, research, and productivity. However, they must be used thoughtfully, ethically, and in ways that reflect the university’s values and protect the accuracy and integrity of our communications.

This guidance is intended for university communicators, designers, marketers, content strategists, and anyone using AI tools as part of their professional work at WWU. 

For additional resources, examples, and updates, visit WWU’s AI Hub, which serves as the central campus resource for responsible, informed use of AI tools in teaching, research, and professional work.

Acceptable Uses

When used responsibly and with human oversight, generative AI can support the creative process in many helpful ways, including:

  • Idea generation and brainstorming 
    Using AI to explore headline options, web copy, social content prompts, and other creative springboards.
  • Drafting support 
    Using AI to generate early drafts or structural outlines of web copy, emails, articles, or scripts. All outputs must be fact-checked, edited, and adapted before use.
  • Summarization and editing  Asking AI to summarize long-form content, suggest clarity improvements, or help reduce length, with human review and final judgment applied.
  • Graphic design exploration 
    Using AI tools to generate visual references, style inspiration, or mockups that help kickstart creative thinking. These outputs should inform the direction of a design but not serve as the final product.
  • Internal productivity 
    Using AI to help with to-do lists, project planning, or writing internal summaries. This applies only to content that is not public-facing or representing the WWU brand.

Prohibited Uses

The following uses of generative AI are not permitted in official WWU communications and marketing work:

  • Publishing unverified or inaccurate information 
    AI-generated content may include errors, outdated data, or fabricated details. All information must be independently verified before publication.
  • Creating content that impersonates or misrepresents people 
    Do not use AI to generate fake quotes, alter photos or videos to mislead, or misrepresent the identity or words of real individuals.
  • Using AI to produce final graphic design assets 
    AI-generated illustrations, logos, or imagery should never make up the majority of a final design. These tools may assist with early visual ideation or moodboarding, but final assets must be created or substantially refined by human designers to meet WWU brand standards, accessibility requirements, and quality expectations.
  • Bypassing human review  
    No AI-generated content should be used in public-facing materials without full human review, editing, and approval.
  • Violating privacy or copyright 
    Never input confidential or proprietary information into AI tools that do not have clear data-use policies. Do not ask AI to replicate copyrighted materials, including logos, images, or branded copy.
  • Letting AI replace original voice and judgment 
    WWU’s communications should sound like us. AI-generated content must always be adapted to reflect our values, style, tone, and understanding of our community.
  • Using AI to avoid hiring or consulting human expertise 
    Generative AI must not be used as a shortcut to replace the knowledge, creativity, or labor of trained professionals. When a project warrants skilled attention, it should be assigned to the appropriate staff or contracted experts. 

Guiding Questions

AI is not a substitute for people. Rather, it is a support tool for them. Ask yourself:

  • Is this task replacing or supporting expertise? Would I normally hand this to a designer, writer, strategist, or producer? If so, why am I not doing that now?
  • Does this meet our professional standards? If this AI-generated work were published, would it represent our brand at its best? Would a peer institution be impressed by the quality?
  • Who should really own this work? Does the project outcome depend on specialized skills, cultural insight, or institutional knowledge that AI lacks?
  • Am I trying to save time at the cost of quality or collaboration? Am I trying to be more efficient or am I avoiding working with the people who would elevate this?

Environmental Considerations

Generative AI comes with real environmental costs. Running large language and image models requires vast amounts of energy and computing power, often with little transparency about their sustainability practices.

In keeping with WWU’s commitment to environmental stewardship, we discourage excessive or repetitive use of generative AI tools. That includes:

  • Running large prompts repeatedly with minimal changes
  • Generating dozens of unused image or video outputs just to explore visual styles
  • Using AI to create high volumes of low-impact content

When using these tools, be intentional. Ask whether the task truly requires AI, whether it could be done more efficiently by a person, and whether the benefits outweigh the environmental cost.

Bottom Line

Generative AI can be a helpful tool, but it shouldn’t be used to generate the final product. We are responsible for ensuring that everything we share reflects the accuracy, creativity, and care that WWU is known for. That means respecting the planet, fact-checking, editing, and applying human judgment every time.

As this technology evolves, so will our guidance. If you're unsure whether a use is appropriate, talk with University Communications and Marketing or your team lead before proceeding.