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University Marketing and Communications

Generative AI Guidelines

At Fresno State, we recognize the potential of generative AI tools to support creative work, improve efficiency, and help us tell the story of our campus and community. These guidelines offer direction for marketing and communications professionals—whether you're drafting copy, designing visuals, or shaping strategy. We encourage thoughtful exploration of AI tools while staying true to our brand values: authentic, inclusive, confident, and rooted in our region.

Our approach

Generative AI tools like ChatGPT, DALL·E, Microsoft Copilot and others can help spark ideas, draft messaging, and generate visual content. They can speed up the creative process—but they can’t replace human judgment, brand alignment, or the personal voice that makes Fresno State distinct.

Use these tools to support your work, not to do your work for you. Review everything with a critical eye before publishing or sharing.

Use AI tools to help brainstorm headlines, summarize long content, rephrase existing copy, or draft early concepts. Never use AI-generated content without careful editing, fact-checking, and alignment with Fresno State’s brand standards.
Avoid uploading confidential or sensitive information into AI tools. This includes student data, donor information, or internal planning documents. When in doubt, leave it out.

Be transparent when AI is part of your workflow. If you're creating visuals with tools like DALL·E or using AI-generated language in publications or campaigns, be prepared to revise for tone, representation, and accuracy.

Every message we share represents Fresno State. Even when AI supports the creative process, final content must reflect who we are and what we stand for.

Use our brand platform to guide all content:

  • Our tone is confident, clear, and rooted in purpose—not generic or overly corporate.
  • Our visuals reflect the people and places of the Central Valley.
  • Our language is inclusive and accessible, grounded in real stories and real impact.

Refer to the Fresno State Brand Guidelines for voice, tone, visuals, and accessibility standards. If you use AI to help draft content, ensure it still sounds like us.

Generative AI tools are built on existing datasets that may include bias or exclusion. Review all AI-generated content with this in mind. Watch for stereotypes, misrepresentation, or imagery that doesn’t reflect our diverse campus and region.

When in doubt, consult with your team or the Office of University Marketing and Communications to ensure content aligns with Fresno State’s values.

You don’t need to formally cite AI-generated content in marketing materials, but it’s good practice to disclose internally when tools are used in the creative process. Keep a record of which tools supported your work and how.

We're learning together

As tools continue to evolve, so will our practices. Fresno State’s AI Initiative Task Force is developing university-wide guidance. In the meantime, these marketing-specific guidelines are a starting point for using AI ethically and creatively. For questions, feedback, or support, contact the Office of University Marketing and Communications.