Generative AI refers to artificial intelligence systems that produce text, images, audio, video and other content in response to a human prompt. These tools draw on large amounts of training data to generate outputs that can help streamline processes, reduce time spent on repetitive tasks, support ideation, and give structure to early-stage creative work. (Source: Clemson University Generative AI Guidelines)

Because outputs are shaped by training data, users should remain alert to potential biases, inaccuracies or fabricated information — sometimes called "hallucinations" — that AI can introduce. Human review and judgment remain essential at every stage.

Generative AI capabilities are increasingly available in tools used to produce images, text, audio, video and code, illustrating the technology's potential to transform the way marketers and communicators do their work.

As a Carnegie R1 research university, we embrace technology that advances human discovery and progress, but we firmly believe that our people are central to those outcomes. We believe that humans are uniquely capable of true emotion, imagination and experience, and we view their role in creating media as critical to its authenticity. No matter how powerful an AI tool is, it will never be inspired by a lived Clemson Experience. For this reason, humans at Clemson University will always be the best stewards of the Clemson brand and how it is portrayed in marketing and communications contexts.

We view generative AI as a tool to complement our unique human abilities, not to serve as the origin of new ideas or the primary contributor to completed work. Generative AI is a great resource to help streamline processes and tasks, aggregate and analyze information, and ideate in the early stages of creative processes. However, we believe that human involvement should always be a step between what AI generates and what is used, published or posted.

• Directing and guiding the AI through multiple phases of generation, ensuring that what is generated is informed more by the prompter and less by the tool itself
• Interacting with AI tools to further train them to produce outputs that align with Clemson branding, tone, pacing and standards
• Generating overarching strategic plans for specific marketing materials and campaigns with the assistance of AI
• Thoroughly editing, revising and modifying visuals or text generated by AI
• Building upon or integrating generated media into original work rather than using it wholesale
• Using reliable, authoritative sources to fact-check and verify AI-generated information before use
• Referencing resources created and maintained by human experts in their field to confirm AI-generated facts and figures
• Assessing the likelihood that media generated from AI could have been trained on copyrighted media and applying it thoughtfully and responsibly
• Ensuring that quotes, attributed statements and named perspectives reflect real people and real voices — never fabricated or generated by AI
• Retaining accountability for what is generated from their prompts
• Ensuring that AI-assisted content aligns with Clemson’s brand voice, editorial style standards, and accessibility and inclusive communication practices

The guidance that follows aligns with Clemson University’s Generative AI Guidelines and builds on them to provide marketers and communicators with recommendations and best practices for using these tools in their own processes.

Data Privacy and Security

Before entering any University data into an AI tool, consult Clemson’s Data Classification Policy to determine your data’s classification level, then refer to Clemson’s Generative AI Guidelines for guidance on which tools are appropriate for each classification. Never enter Internal Use, Confidential or Restricted data into public or unapproved AI tools. Failure to do so is effectively disclosure of that data.

Authorship

Normally, the author or the University owns the copyright to created work. If AI significantly assists in generating that work, the copyright ownership becomes less clear. You can mitigate this risk through substantial editing, modifying and interpreting the output from AI, thereby retaining authorship of it. In this case, the author should also disclose their use of AI as a resource.

Note: AI-generated images may not qualify for copyright protection under U.S. law, which requires human authorship. This creates uncertainty around institutional ownership and control of AI-generated visuals. When possible, use photography created by human photographers with clear rights documentation.

Plagiarism

AI, to an extent, is collating and regurgitating information based on its training, so there is not always clarity about the source of information. Consider prompting AI to cite its sources. A good failsafe is to search parts of what is generated to check if it is verbatim pulled from another source, or paste the generated content into Grammarly to check for plagiarism. For more information, see Clemson’s Research Misconduct Policy and Academic Integrity Policy.

Content Quality

Search engines prioritize content that demonstrates expertise, experience, authoritativeness and trustworthiness (E-E-A-T). Content that is purely AI-generated — without meaningful human editing, expertise and original perspective — is more likely to underperform in search. Clemson communicators and web managers should author content themselves and should not programmatically generate complete webpages. (Content-filling event and news widgets will continue to pull from existing databases programmatically.)

Representation and Inclusion

AI image generation tools have demonstrated documented bias in how they depict individuals — including alterations to skin tone, hair texture, age and other identity markers. For a University committed to authentic representation of its community, this presents a meaningful risk. AI-generated or AI-altered imagery used to represent real people should be evaluated carefully for accuracy and faithful representation. When in doubt, authentic photography remains the most reliable and values-aligned standard.

Inherent Limitations

Keep in mind that AI knowledge has gaps — if content hasn’t been digitized or isn’t publicly available online, it may not exist in an AI’s training data. Primary sources, archival materials and specialized expertise that haven’t been widely published may be better resources for deep or nuanced creative and research work than an AI prompt alone.

Disclosing the Use of AI

In all University communications, we seek to build trust and inspire confidence with our audience. For this reason, it is critical to be transparent and disclose the use of AI when it applies. Consider providing a footnote or concluding statement noting that AI was used in concert with humans to help generate and develop the content.

Clemson University provides access to a curated set of enterprise-level AI tools that have been reviewed to align with the University’s data governance, privacy and security standards. For a complete and current list of approved tools, visit AI Tools at Clemson.

ChatGPT Edu

ChatGPT Edu provides access to advanced AI capabilities designed for teaching, learning, research and productivity. Clemson’s partnership with ChatGPT Edu ensures that University information inputted into the system is secure and is not used to train other AI systems.

Access ChatGPT Edu:

• ChatGPT Edu at Clemson
• Access ChatGPT Edu 

Microsoft Copilot

Microsoft Copilot is an AI-powered productivity assistant built into Microsoft 365 that helps you work more efficiently through conversational AI. It is available across Word, Excel, PowerPoint, Outlook and Teams. Clemson’s Microsoft 365 tenant provides students, faculty and staff access to Microsoft Copilot with commercial data protection when signing in with your Clemson account. Some Copilot advanced features and integrations may require additional paid licenses. 

Access Microsoft Copilot:

• Microsoft Copilot 

Adobe Firefly

Adobe Firefly is Adobe’s generative AI creative toolset, available to Clemson faculty, staff and students through Clemson’s enterprise Adobe license. Firefly allows users to generate images from text descriptions, edit photos, create vector graphics, produce text effects and generate short video and audio content. Clemson users have access to standard generative AI features, including 1,000 generative credits per month usable across Creative Cloud applications such as Photoshop and Illustrator. Adobe Firefly does not train its generative AI models on Creative Cloud or personal content. Guided by Adobe’s AI Ethics principles of accountability, responsibility and transparency, and through the Content Authenticity Initiative, Adobe is driving global industry standards for transparency.

AI tools available through Adobe Enterprise:

• Adobe Firefly
• Integrated AI features in Creative Cloud applications

AI Note Takers

The following AI notetakers are approved for use under Clemson’s configuration. Third-party meeting bots and integrations are not approved unless explicitly reviewed through the CheckIT technology approval process.

• Zoom AI Companion — Zoom’s built-in AI assistant automatically generates meeting summaries, captures key discussion points, identifies action items and drafts follow-up messages. It processes meeting content within Zoom’s secure environment and does not use meeting content to train AI models.
• Microsoft Copilot in Teams — Available within Clemson’s Microsoft 365 environment, Copilot in Teams generates meeting summaries, tracks decisions, helps users catch up on missed conversations, and drafts messages within chats and channels. User prompts and organizational data are not used to train underlying AI models.

The Division of Marketing and Communications provides guidance for responsible AI use in storytelling and communications. Clemson University policies governing AI tools, data protection and academic use are maintained separately. Key resources are listed below.

AI Guidelines and Quick Guides

• Clemson University Generative AI Guidelines
• Non-Academic AI Usage Quick Guide
• Guiding Principles for AI Adoption
• Approved AI Tools at Clemson

Data Protection and Technology Policies

• Clemson Data Classification Policy
• Submit an AI Tool for Review via CheckIT

Brand and Editorial Standards

• Clemson Brand Guidelines
• Brand Voice
• Style Guide
• Fact Guide

Questions About AI

This guidance document is a starting point for a shared understanding of the University’s perspective on AI and its acceptable uses in marketing and communications. If you have questions not addressed here, visit Clemson University’s Generative AI Guidelines.

At Clemson University, communication is about connection — sharing the work, spirit and impact of the Clemson Family with the world. AI can help us work more efficiently and explore ideas more broadly, but it cannot replace the human judgment, authentic voice and lived experience that make Clemson stories worth telling. Every message we send reflects our people. That responsibility always remains ours.

Clemson University’s guidance on AI will be reviewed and updated as technology and our understanding of it evolve and grow.