Office of Marketing and Communications

Generative Artificial Intelligence (AI) for Marketers and Communicators at Ohio State

Artificial intelligence is seemingly everywhere, promising to change how we work and learn. However, like all emerging technologies, it’s important to understand the risks and limitations associated with the use of generative AI.

These guidelines are meant to be suggestions for how and where we, as marketers and communicators, should and should not utilize generative artificial intelligence in our work at Ohio State.

What is generative artificial intelligence (AI)? 

Generative AI is technology that can help create content — including audio, code, images, video, text and other data — based on learned patterns. In the context of marketing and communications, these artificial intelligence techniques can be used to create content in different and more efficient ways than we may have previously done it.

It’s a complement to what we do well today but should not — and cannot — replace your expertise. To be successful using generative AI, remember: the real, human touch is needed to build an authentic connection with our audiences.

Looking for guidance on AI as it pertains to the classroom? Please review the Office of Academic Affairs' guide to artificial Intelligence and academic integrity.

What is the university's policy regarding AI? 

In general, please follow all policies relative to artificial intelligence at Ohio State. As new policies or guidelines are finalized, they’ll be added here.

As you explore generative AI, it’s essential to recognize its limitations.

Consider these key points: Generative AI is…

How can I get started with generative AI?

As marketers and communicators, generative AI can be an excellent support tool when paired with the human touch. Here are some suggested areas where it is permissible to begin infusing generative AI into existing processes and workflows.

As you explore, be sure to follow university policies regarding data governance.

1 Ideate: Get started working faster and smarter

  • Generate ideas and form questions to guide foundational thinking and deeper research
  • Research a topic, such as industry or competitor information, trends, audiences, etc.
  • Ask questions to start to understand existing landscape

2 Organize: Aggregate inputs into something more digestible

  • Summarize a long article or text for internal consumption
  • Outline key themes from a conversation via meeting notes
  • Organize and prioritize a list

3 Streamline: Make tasks or processes more approachable

  • Assist in creation of unique graphic elements in InDesign
  • Use as a tool for interview transcription
  • Write title and meta tags, alt text, photo captions, etc.
  • Source examples for design inspiration from across peers or industries
  • Compose a follow-up email based on meeting notes

4 Refine: Fine-tune for simplicity and/or clarity

  • Proofread copy for grammar, NOT for fact-checking or accuracy
  • Identify a word, phrase, or idea to overcome a moment of writer’s block
  • Basic photo retouching, such as removing a trash can from an image
  • Expanding the background of a photo image to meet a desired aspect ratio
  • Read more on photo manipulation guidelines

5 Analyze: Review and uncover trends in data

  • Compare email or social media interactions
  • Keyword analysis for SEO
  • Analyze user behavior, market insights or trends from a public dataset
  • Generate a customized chart or graph

 

Note that crisis communications, official statements, press releases and content intended for news distribution require the highest level of integrity and sensitivity; therefore, using generative AI to create/assist in the creation of these items is NOT appropriate.

What tools and resources can help me learn more about generative AI? 

When getting started, it’s important to have a solid understanding of how generative AI works and how to create effective prompts, which are the words and phrases that guide AI to generate specific outputs or tasks. 

Below are a list of recommended resources and policies to review before using generative AI:  

  • Basics of generative AI: It’s recommended to spend some time understanding exactly how generative AI works before using it to support outputs, allowing users to better understand its strengths and limitations.
  • Prompting: The results from generative AI are only as good as the questions or tasks assigned to it. A well-crafted prompt can guide the tool to generate high-quality responses. Poor prompting can result in irrelevant responses or hallucinations, which are responses that are made up or inaccurate. Taking the time to learn effective prompting will help to ensure success. 

 

What generative AI-powered tools and resources can I use?

With new AI-powered tools emerging seemingly daily, it is important to ensure you’re taking the necessary steps to ensure they are in accordance with university data policies. If a tool's AI functionality has not been previously reviewed, you will need to initiate a formal risk assessment with OTDI.

  • Microsoft Copilot with Corporate Data Protection is currently the only generative AI tool that has been vetted and approved for use at Ohio State. 
  • There are many tools with generative AI-powered support features. The following tools have AI-powered features that have undergone a risk assessment:
    • Adobe Creative Suite
    • Salesforce Marketing Cloud (Einstein)

 

Using generative AI with integrity

Using generative AI ethically and with integrity is important to ensure transparency and maintain trust with our audiences. Because of the ease with which one can create content with generative AI, you must protect yourself and the university by confirming that all generated content is accurate and ethical.

Risks of using generative AI include bias, copyright issues, inaccurate representations and misinformation. A disclosure statement can help to mitigate risks associated with publishing generative AI-infused content; however, it is strongly recommended that if you are considering a disclosure statement, you should also reconsider using the use of generative AI in that instance.

Final thoughts

Generative artificial intelligence is an exciting opportunity, but we recognize there is a healthy skepticism of generative AI as well. As with any emerging technology, there is still much to be learned and lots of opportunity for evolution as this technology advances. As a result, these guidelines will evolve over time. This page was last updated on October 29, 2024.

Have a question or idea about generative AI use in marketing and communications? 
Email BrandMarketing@osu.edu