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AI in Marketing at Miami

How to use — and not use — artificial intelligence in Miami University marketing.

Guidelines

  1. Quality Standards: AI-generated content should meet the same quality standards as content created by humans and be subject to similar review processes.
  2. Human Oversight: Ensure all AI-generated content is published and/or distributed with careful human oversight.
  3. Ethical Considerations: Continually assess the ethical implications of using AI in marketing strategies, keeping in line with university values and standards.
  4. Transparency: Maintain transparency about the use of AI in content creation, especially in materials that involve significant human input and collaboration.
  5. Miami and UCM AI Principles: Use of AI must follow the principles set forth by Miami University as well as University Communications and Marketing.
  6. Department Standards: Individual teams may have more stringent AI policies at the discretion of senior leadership. Staff are expected to know and follow Miami, UCM, and their departmental AI policies.

Suggested Use

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Creative

  1. Idea Generation: Leverage AI to brainstorm creative ideas for campaigns, content topics, and marketing strategies.
  2. Photo Editing for Ads: Leverage AI for minor adjustments or enhancements to photos used in advertising.
  3. Image Upsizing: Use AI to enhance the resolution of low-quality images for better visual presentation.
  4. Graphic Design Assistance: AI can assist in creating graphic design elements as part of a larger human-led design process.
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Content

  1. Proofreading: Use AI to check for grammatical errors and enhance the readability of content.
  2. Summarizing Information: Employ AI to condense large volumes of information into concise summaries.
  3. Customization: Use AI to customize human-created marketing messages and content based on user preferences and past interactions.
  4. Generating Outlines: Use AI to create structured outlines for written materials.
  5. Evaluating Content: Use AI to assess the performance and impact of content across different platforms.
  6. Efficient Communication: Use AI to communicate more frequently and effectively with prospective students, such as through automated responses and/or personalized messages.
  7. Interview Question Preparation: Employ AI to help generate and refine interview questions for potential hires or promotional content.
  8. Content Assistance: Allow AI to assist in starting or drafting content that does not require a byline; ensure any content with a byline credits AI collaboration.
  9. Content Management: Use AI tools to manage and update large volumes of content efficiently.
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Web

  1. SEO Optimization: Apply AI tools to optimize content for search engines, improving visibility and rankings.
  2. Accessibility Enhancements: Employ AI to generate alt text for images, format content for better readability, and ensure compliance with accessibility standards.

UCM Responsible AI Principles

Our principles ensure the responsible and ethical use of AI, aligned with Miami University values. We strive to foster creativity while maintaining audience trust. These guidelines shape our approach to AI in marketing.

  1. We support the responsible use of AI technologies.
  2. We believe in a human-centered approach to AI that empowers and assists professionals. We believe in the critical role of human knowledge, experience, emotion, and imagination in creativity. AI technologies should be assistive, not autonomous.
  3. We believe people and institutions remain accountable for all decisions and actions, even when assisted by AI. People must remain in the loop in all AI applications.
  4. We believe in the power of language, images, and videos to educate, influence, and affect change; and conversely, that misleading content can have a devastating impact. We commit to never knowingly use generative AI technology to deceive; to produce content for the sole benefit of financial gain; or to spread falsehoods, misinformation, disinformation, or propaganda.
  5. We will continuously pursue knowledge about the limitations and dangers of AI and consider those factors in all of our decisions and actions. We commit to updating these principles as AI technology evolves and as more information becomes available.
  6. We know transparency in AI usage is essential to maintain the trust of our audiences and stakeholders.
  7. We value personalization without invasion of privacy, including strict adherence to data privacy laws, mitigation of privacy risks for consumers, and following our moral compass when legal precedent lags behind AI innovation.
  8. We believe in empowering professionals to explore emerging technologies and adapt to new and evolving career opportunities.

University Communications and Marketing

22 Nellie Craig Walker Hall
301 S. Campus Ave.
Oxford, OH 45056
513-529-7596 513-529-1950(fax)
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