Guidelines for using AI

Washington University in St. Louis is committed to communicating with accuracy, integrity, and care. Generative AI tools can support our work and improve efficiency, but they cannot replace the human judgment, creativity, and ethical responsibility that define effective university communications.

AI may assist the process — people remain fully responsible for the final message.

These guidelines apply to anyone creating marketing or communications content on behalf of the university.

Our approach

When using AI in communications work:

• AI should enhance or support work at our direction.
• Human review and accountability are required for all published materials.
• All WashU brand, editorial, and communications policies still apply.
• Only tools approved by WashU may be used, especially when work involves university data.
• Use of AI in storytelling, news, or imagery should be disclosed when appropriate:

Disclose AI use when it materially shapes narrative content, simulates people or events, or creates realistic media. Disclosure is not required for routine editing, ideation, research support, or formatting that does not affect audience perception.

• These guidelines will evolve as technology and regulations change.

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Appropriate uses of AI

AI may be used to support early-stage work and efficiency, including:

• Brainstorming ideas, headlines, themes, or questions
• Creating outlines or organizing drafts
• Summarizing interviews or transcripts that do not contain confidential, personally identifiable or otherwise sensitive information 
• Identifying themes or trends in public or non-restricted data
• Improving clarity or readability in human-written drafts
• Transcribing recordings
• Creating conceptual visual mockups for internal review (with appropriate attribution)
• Enhancing images, with human review and brand oversight

In all cases, a human must shape, verify, and approve the final content.

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Uses that are not appropriate

AI should not be used to:

• Generate publishable content without substantive human authorship, including:
  • News stories
  • Press releases
  • Speeches or leadership statements
  • Website copy
  • Campaign creative
  • Quotes attributed to real people
• Wholly draft or edit:
  • Crisis communications
  • Emergency or public safety updates
  • Communications involving legal matters, misconduct, or discrimination
  • Patient care or clinical research content
• Produce or alter images, video, or audio that:
  • Depict real people, events, or campus settings inaccurately
  • Misrepresent reality
• Serve as the authoritative source for fact-check information or generate research findings
• Bypass copyright, trademark, or licensing requirements
• Handle sensitive or regulated information

AI must support — but must not replace — human authorship and responsibility.

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Privacy and data protection

The following must never be entered into AI tools (unless they are WashU approved tools):

• Patient or clinical information (HIPAA)
• Student records (FERPA)
• Personally identifiable information (PII)
• Unpublished research data
• Internal strategic, financial, or confidential documents
• Any data classified as restricted under university policy

Only university-approved tools may be used, and only for appropriate purposes.

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Synthetic media (images, video, audio)

• AI-generated or heavily altered media may not depict real people, facilities, or events.
• AI-generated or AI-altered media may be used only for conceptual or internal purposes.
• Any externally used synthetic media must be accurate, non-deceptive, and appropriately labeled.
• AI may not be used to create or modify the likeness of faculty, staff, students, or patients without their explicit consent.

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Before you publish: Quick check

Before publishing or sharing AI-assisted material, confirm:

• Did AI assist rather than create the final product?
• Did a human review for accuracy, bias, and tone?
• Are copyright and attribution handled appropriately?
• Does it align with WashU’s brand guidelines?
• Are privacy and confidentiality fully protected?
• Does it comply with university policies and guidance?

If the answer is no to any of these, revise before proceeding.