University of South Dakota AI Guidelines for Marketing, Communications, Branding and Licensing
Purpose
The University of South Dakota recognizes that artificial intelligence (AI) tools can support creativity, efficiency and innovation in marketing and communications. These guidelines help employees use AI responsibly while protecting USD’s brand, reputation, intellectual property, trademarks and public trust. These guidelines are not a university wide AI policy and apply specifically to marketing, communications, branding, licensing, promotional and externally facing materials.
Scope
These guidelines apply to USD-branded materials intended for external audiences, including websites, news releases, marketing campaigns, digital advertising, social media, multimedia, printed materials, signage, apparel, merchandise and licensed products. They apply to materials created on behalf of USD by employees, students, contractors, vendors and partners.
Guiding Principles
Authenticity should remain the standard. USD values authentic storytelling and genuine representations of its people, programs and experiences. Whenever practical, content should be created from real university experiences, original reporting, photography, videography and human creativity rather than AI-generated substitutes.
AI should be used sparingly and intentionally. AI can be a useful tool for limited tasks such as brainstorming, editing, summarization and workflow efficiency. However, broad reliance on AI-generated content is discouraged. AI should support human work, not become the primary source of university communications, marketing materials or brand storytelling.
Human judgment is required. Final responsibility for all published content remains with the individual, department or unit creating and distributing the material. AI-generated content should be treated as a draft or starting point and should be reviewed, edited and approved by a person before publication.
Accuracy and transparency matter. Individuals, departments and units that create content are responsible for verifying facts, names, dates, statistics, sources and other information. AI must not be used to fabricate events, misrepresent individuals or create misleading representations of the university.
Protect confidential and sensitive information. Employees should not enter confidential, protected or proprietary university information into public or unapproved AI tools.
Respect intellectual property and university trademarks. AI-generated content must comply with copyright, trademark, licensing and intellectual property requirements. Users should avoid creating content that infringes on the rights of others or misuses university brand assets.
Acceptable Uses of AI
AI may be used for brainstorming, drafting, editing, content repurposing, SEO support, summarizing non-confidential materials, concept development, mockups and limited photo, video or audio editing that does not misrepresent reality.
Prohibited Uses
AI may not be used to:
- Create, modify or recreate USD logos, trademarks, athletic marks, seals or other protected brand assets.
- Generate official USD-branded materials without appropriate review and approval.
- Alter, manipulate or create depictions of real people without appropriate permission.
- Fabricate or misrepresent university activities, events, programs, outcomes or experiences.
- Produce final versions of content without appropriate human review.
- Process confidential, sensitive, protected or proprietary information in public or unapproved AI systems.
- Imitate, reproduce or infringe upon protected intellectual property, copyrighted works or trademarks.
- Circumvent university branding, licensing, accessibility, procurement or other applicable requirements.
Marketing Review and Approval
USD Marketing review is required only for AI-generated or AI-assisted content that:
- Incorporates, reproduces, modifies or depicts USD trademarks, logos, wordmarks, athletic marks, seals or other protected brand assets.
- Uses the university’s name, visual identity or other brand elements in a manner that represents or implies official university endorsement.
- Creates a representation, depiction or "likeness" of the university, including campus facilities, recognizable campus locations, university-sponsored events, official programs or other content that may reasonably be interpreted as an authentic representation of USD.
AI-generated content that does not include university trademarks, branding or a university likeness does not require Marketing review solely because AI was used in its creation.
USD Marketing may request revisions or deny use of AI-generated content when it creates concerns related to brand standards, brand reputation, accuracy, trademark protection, licensing obligations, legal risk or potential misrepresentation of the university. USD Marketing will use discretion when incorporating AI-generated or AI-assisted content into official university publication
Licensing and Vendor Use
Vendors, contractors, licensees and external partners may not use AI to create or reproduce USD-branded materials, trademarks or licensed merchandise without prior approval through the university’s branding and licensing processes.
Review and Updates
Because AI technology and legal standards continue to evolve, these guidelines should be reviewed and updated regularly. Questions should be directed to USD Marketing before publication, production or distribution.
