Artificial intelligence tools can be a valuable resource in marketing and communications work, but they do not replace human judgment, creativity or accountability.
These guidelines describe how to use AI responsibly when creating content that represents Northern Illinois University, whether you work in University Marketing or in a college, department or unit. They will be updated as AI technology and best practices evolve. If you have questions, contact University Marketing at marketing@niu.edu.
Start with an NIU-approved tool. Microsoft Copilot is available with data protection through NIU's Microsoft 365 environment and is recommended as a starting point. Sign in with your NIU account so Microsoft's commercial data protection applies. If you access Copilot through Teams, you are already signed in.
Guiding Principles
AI assists your work; it does not replace it. A person is always responsible for reviewing and approving content before it is published.
Every piece of content must meet NIU's brand, quality and accessibility standards. The use of AI does not lower this bar.
You are responsible for content you publish, even when AI assisted in creating it.
Disclose AI assistance when you submit a content update request. AI-generated images always require a disclosure statement.
Do not enter confidential or sensitive information into an AI tool. These tools can retain what you type and use it to generate responses for other users.
Guidelines by Type of Work
Use AI tools for
- Planning and research. Brainstorm ideas, build outlines and editorial calendars, conduct SEO keyword research and gather preliminary background information. Do not rely on AI to judge whether information is accurate. Verify facts and claims against independent, reliable sources before use.
- Market and audience research. Assist with competitor analysis, peer-institution benchmarking and early audience persona drafts. Validate personas and findings against real institutional data, such as enrollment, survey or admissions data, before using them in strategic decisions.
- Writing and editing support. Draft social media posts, subject lines and headlines, obtain grammar and style assistance, and adapt existing content for a new platform or audience.
- Translation. Use AI tools for an initial translation only. Have it reviewed by a qualified translator or fluent speaker before publication.
- Transcription. Transcribe interviews, meetings or recorded audio and video. Review transcripts for accuracy before use.
- Analysis. Interpret publicly available data and analyze content performance metrics.
Follow these guidelines
- Do not use AI for sensitive or official communications. Crisis communications, official university statements and messages that call for genuine human sentiment, such as condolences, are not appropriate uses of AI.
- Do not publish AI-generated content without review and revision. Full articles, news releases and other substantial pieces require genuine human writing and revision, not simply an AI draft.
- Do not share protected data. Never enter student records, employee data or other information protected by FERPA, HIPAA or similar regulations into an AI tool.
Images and video are treated more strictly than text, because a fabricated photo or video can be mistaken for something genuine. What is permitted depends on the use and the media type.
- Realistic images: AI generation not permitted. If an image resembles a real photograph of NIU's campus, buildings, students, faculty or staff, it cannot be AI-generated or AI-altered for any purpose or in any format, including web, print, social media, advertising, presentations and internal mockups. There are no exceptions.
- Conceptual or illustrative images: limited AI generation permitted, subject to review. Clearly non-photorealistic AI graphics may be used for conceptual or illustrative purposes, primarily in teaching and research contexts.
- Existing NIU photos and video: limited AI enhancement permitted. AI tools may retouch or color-correct real NIU photos and video, add captions or clean up audio. Correcting lighting or color, or removing a distracting element such as a competing brand logo in the background, is permitted. Do not use AI to add or remove people from a photo or otherwise alter the events an image depicts.
- Podcast production. AI tools may help with podcast planning, editing and show notes. Scripts and final audio require human review.
Follow these guidelines
- Do not clone a real person's likeness or voice. Creating deepfake video or AI-generated audio that mimics a specific real person is prohibited without that person's explicit consent.
- Maintain accessibility. AI-generated or AI-assisted images, video and audio must still meet NIU's accessibility requirements, including alt text for images, captions for video, transcripts for podcasts, and legible, high-contrast text in any conceptual or illustrative AI graphics.
- Observe review and disclosure procedures. Any public-facing use of an AI-generated image must be reviewed by your unit and University Marketing before publication, and must include a clear disclosure statement, such as "AI-generated image for illustrative purposes."
AI tools can support early design work, but they are not a substitute for Creative Services or the Clearinghouse Review process. AI-generated designs are often generic and can be recognized as AI-made, in the same way audiences recognize stock photography. NIU's visual identity depends on designers who understand our brand, our audiences and our visual standards.
Use AI tools for
- Wireframes and layout concepts. Sketch early wireframes, mood boards or layout concepts for web pages and print materials before design work begins.
- Brand-compliant code. Using AI to help draft or troubleshoot HTML, CSS or other code for niu.edu pages is limited to University Marketing web developers, and any output must still meet NIU web and accessibility standards.
Follow these guidelines
- Ask Creative Services to create final promotional materials, and route anything else through the Clearinghouse for review. AI tools may develop an early concept to submit with a Creative Services request, but AI-generated designs are not permitted as the final product. Materials that do not meet NIU's visual standards, including inaccurate use of the NIU logo, will be declined and redirected to Creative Services.
- Do not use AI to reproduce, recreate or alter the NIU logo. AI tools frequently distort university logos and marks. Use only official logo files provided by Creative Services or Brand and Communication Standards, exactly as supplied.
- What matters is how the content was made, not which app made it. Design software such as Canva and Adobe Express includes both manual design tools and generative AI features, including prompt-based generation of a full design. If a design or image originated from a generative AI prompt, it is AI-generated and follows the same rules as any other AI-generated content: a disclosure statement and Clearinghouse review before use in final promotional materials. Manual design work is not AI-generated merely because it was done in software that also offers AI features.
- Check AI-assisted web content for clean formatting. AI tools can generate hidden formatting or code that creates accessibility and display issues on our web pages. Review and revise any AI-assisted content for accuracy, clarity and compliance with the Editorial Style Guide and Web Standards before submitting a website update.
Chatbots and other conversational AI tools embedded on NIU websites interact directly with prospective students, current students and the public. These tools carry additional risk because a conversation can include a serious personal safety or well-being disclosure that requires an immediate, human response.
- Use only vetted, contracted vendors. Web-based chatbots must come from a contracted vendor that has been reviewed for data privacy and security. Free or unvetted chatbot tools may not be embedded on NIU websites.
- Register chatbots with University Marketing. Any unit deploying a chatbot on an NIU website must register it with University Marketing before launch.
- Maintain a written escalation plan. Every chatbot must have a documented escalation plan, developed with the appropriate campus offices, for conversations that raise a personal safety or well-being concern. The plan must be in place before the chatbot is deployed.
Review Requirements
AI-assisted content undergoes the same human review as all other content at NIU. It is checked for accuracy, brand compliance and quality before publication. Larger projects, such as campaigns and recruitment materials, go through Clearinghouse Review.
Content without proper NIU branding, or with errors and inaccuracies, cannot be published, regardless of how it was produced.
Related Resources
These guidelines address marketing and communications content specifically. For AI use in teaching, learning and research, including guidance for students and faculty:
Last updated: 9/3/26