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Guidance on using AI

Why authenticity matters

Our audiences — prospective students, parents, faculty, partners and the public — expect Boise State’s marketing to reflect real people, places and experiences. When we use authentic imagery and transparent creative practices, we build trust, represent the realities of life at Boise State, comply with industry standards for ethical marketing, and avoid misrepresenting our institution.

These guidelines help us maintain that trust while still leveraging AI as a tool to support creative work.

Scope of this guidance

This guidance applies to university marketing, communications, and promotional materials only, including but not limited to:

  • University websites and web content
  • Social media and digital platforms 
  • Print collateral and publications
  • Advertising and promotional campaigns
  • Branded digital communications

For AI use guidance in other contexts — such as instructional materials, research, administrative operations or internal communications — please consult the appropriate resources on Boise State’s generative AI website. 

Imagery and photography

Authentic representation is required for all external-facing marketing and communications.

What not to use:

  • AI-generated photography or imagery representing people, places or real university experiences
  • Third-party stock photography to depict Boise State students, faculty, staff or campus
  • Any imagery that misrepresents the authenticity of university life or activities

What is permitted:

  • Original photography from Boise State (people, places, events)
  • Original illustrations and graphics
  • Conceptual or illustrative AI-generated imagery (see exceptions below)
  • Images from the Digital Photo Archive  —  free, licensed images available at no charge

AI as a creative helper

AI tools are acceptable to use in creative processes when they support human creativity and do not replace authentic representation. 

Writing and scripting

  • Script generation and initial drafting
  • Transcription and note-taking 
  • Content brainstorming and outlining

Important: Any draft content generated by AI must be reviewed, edited and fact-checked by the Office of Communications and Marketing before publication to ensure it meets ethical standards, accuracy, compliance and brand guidelines.

Audio and sound

  • Audio editing and enhancement
  • Background and ambient sound creation
  • Song extension (subject to license agreements)

Do not use AI to:

  • Alter a person’s spoken words
  • Create synthetic voices impersonating real people
  • Manipulate speech in ways that misrepresent what was actually said

Visual design

  • Creating graphic layouts and mockups
  • Removing logos or distracting objects from photography (only if the edit doesn’t change meaning or context)

Do not use AI to:

  • Generate or alter photographs depicting people or authentic campus experiences
  • Create images that mislead viewers about the real appearance of Boise State

Administrative support

  • Research and competitive analysis
  • Workflow organization and scheduling
  • Administrative task automation

Exceptions: Conceptual and illustrative content

AI-generated imagery may be considered when it serves as a conceptual illustration or abstract content that does not purport to represent authentic Boise State experiences.

Exceptions may be considered for the following:

  • Conceptual illustrations 
  • Abstract or non-photographic content 
  • Cases where original or licensed imagery is unavailable and the content does not represent real Boise State experiences

Examples of appropriate exceptions:

  • Diagram illustrating an academic concept
  • Artistic illustration for a thematic campaign 

Examples of what not to do:

  • AI-generated photo of “Boise State students” in a recruitment brochure
  • AI image of “the Boise State campus” in marketing materials
  • AI-created headshots for staff profiles 

How to request an exception

To request approval for AI-generated marketing and communications content:

  1. Email brand@boisestate.edu with:
    • A description of the intended use
    • The draft AI-generated content or mockup
    • Explanation of why original or licensed imagery is not available
  2. The Office of Communications and Marketing will respond within 3 business days

Resources and support

  • Digital Photo Archive — Free, licensed images of Boise State people, places, and events
  • Brand Standards — Full visual identity guidelines
  • Questions about these guidelines? Email brand@boisestate.edu

Need help with a specific project? The Office of Communications and Marketing is available to review creative work and answer questions about these guidelines.

Adapted from guidance developed by the University of Nebraska-Lincoln Web Developer Network.