AI Guidelines for Marketing and Communications
The North Orange County Community College District (NOCCCD) recognizes that the digital landscape is constantly evolving. Adapting to emerging technologies is a necessary aspect of modern and relevant communications.
Updated June 2026
Introduction
Adapting to emerging technologies is a necessary aspect of modern and relevant communications. Artificial intelligence (AI) technologies are not a recent innovation, but it is important to make the distinction that generative artificial intelligence (gen-AI) is a technological trend that is currently appearing across most industries.
Gen-AI is a type of technology designed to create new content, including text, images, audio, music, and videos, by learning from existing data. Unlike traditional AI, which might classify data or make predictions, gen-AI models use patterns learned from large datasets to produce original outputs that resemble the training data.
These guidelines recognize the transformative potential of AI technologies to enhance operational efficiency, creativity, innovation, and decision-making in the marketing and communications functions across NOCCCD. They are not intended to govern other areas of the District such as education and classroom settings, IT, or chatbots.
AI tools necessitate careful usage to ensure responsible, legal, and ethical implementation. These guidelines outline the acceptable uses and expectations for the use of AI while ensuring such activities are done in relation to existing NOCCCD Board Policies and Administrative Procedures.
NOCCCD's Approach to AI
The recent growth and popularity of gen-AI tools raise new questions, opportunities, and challenges for NOCCCD’s marketing and communications professionals. We recognize that there are valid ethical concerns surrounding gen-AI being utilized in areas typically shaped by human communication, creativity, and integrity. The use of AI tools is encouraged as a complement to the creativity and expertise of the NOCCCD marketing and communications staff, not as a substitution or independent function.
The NOCCCD Public & Governmental Affairs Department and/or the Campus Communications Offices have the primary responsibility for managing, advancing and protecting the District’s and campuses brand and reputation. As such, these departments oversee the use of gen-AI content used in marketing materials to ensure the brand’s integrity. Every piece of gen-AI material must undergo thorough review, editing, and approval by District or campus communications staff before it is shared. The District reserves the right to remove gen-AI materials that do not follow these guidelines.
Guiding Principles
Here are key guiding principles that employees in the marketing and communications functions should strive for in their use of AI tools:
Human oversight and accountability
Gen-AI is a tool, not a replacement for individual thinking. All AI content should be generated with the purpose of assisting with the workflow rather than substituting it entirely. AI content should always be proofread and edited by a human before publishing. Employees are responsible for oversight of any AI content produced to ensure that content is accurate and in compliance with the policies set forth in this document.
The gen-AI user is personally responsible for conforming to this requirement, and this may not be delegated to another employee.
Alignment with the District's mission, vision, and values
AI systems should be built, procured, and used to support NOCCCD’s mission, vision, and values.
Alignment with the District's communications standards and policies
All AI content must be consistent with the NOCCCD Style Guide and campus Style Guides which outline the use and presentation of official logos and brand elements.
Ethical use and safe deployment
AI tools should never be used to deceive, spread misinformation, or violate existing District policies and standards. Employees should understand the full implications of an AI system prior to deploying it in their functional area. If the system is not fully understood, an evaluation of the system should be undertaken prior to its implementation.
Privacy, security, and confidentiality
When using AI tools that involve personal data, the legality and impact of the application should be carefully considered prior to implementation. Some uses of data — such as those involving medical records, privileged information, or student or employee records — require express consent.
Do not input any data that could compromise individual privacy or institutional confidentiality.
Data quality and control
All data used to create new AI applications with District resources should be collected in legal and ethical ways and should be documented to include the origin or generation of any data used with these tools.
Copyright and intellectual property
Respect copyright laws and intellectual property rights when utilizing gen-AI content. Thoroughly review and modify any gen-AI material to avoid plagiarism or infringement.
Response bias
Users of AI must be vigilant for bias in responses because these systems learn from vast datasets that can contain existing prejudices and stereotypes, leading the AI to perpetuate or even amplify these biases in its outputs. Ensuring fairness and accuracy requires careful oversight and continuous evaluation of the gen-AI content.
Understanding the Risks
AI tools are not encrypted or private. Entering proprietary data or information about students, employees, or other constituents may result in a breach of District policies, or state and federal privacy laws such as HIPAA and FERPA. Information collected by AI tools has the potential to become publicly accessible and part of the promptable knowledge base.
- HIPAA & FERPA Frequently Asked Questions
- NOCCCD Board Policy 5040 Student Records, Directory Information, and Privacy
- California Information Practices Act -- CA Civil Code §§ 1798-1798.1
Acceptable Usages
Gen-AI is a tool, not a replacement. All gen-AI content should be generated with the purpose of assisting with the workflow rather than substituting it entirely. Gen-AI content should always be proofread and edited by a human before publishing.
Examples of acceptable usage for gen-AI:
- Brainstorming new story ideas: AI can offer fresh perspectives and provide constructive feedback on content concepts.
- Creating an outline: AI can help organize content ideas into a cohesive structure.
- Editing assistance: AI tools can offer suggestions for rewording or refining text. AI tools can also answer writing style guide questions and serve as a thesaurus.
- Personalizing message: AI can help tailor content for different audiences, such as students, staff, faculty, donors, or the media.
- Drafting social media posts: AI can provide a quick first draft of social media posts and customize them for different audiences
- Editorial calendar/content planning: AI can assist in organizing and planning content and social media calendars
- Helping with headers, headlines, and other content structures: AI tools can suggest ideas for headlines, subheads, website headers, H3 tags, etc.
- Search engine optimization (SEO): AI tools can assist with keyword research, readability analysis, keyword usage, and relevancy to improve webpage quality and peformance.
- Enhancing productivity: AI can help with routine tasks such as summarizing interviews, analyzing data, and drafting outlines and text for presentations. However, humans should always review all gen-AI content.
- Image enhancement: Use of "Content-Aware Fill" features in photo editing software is permitted for images that the District owns, provided the integrity and context of the image are maintained. Strive for an authentic look by using filters and edits sparingly.
Prohibited Use
The following uses of AI, including gen-AI tools, are strictly prohibited within NOCCCD. These prohibitions are necessary to ensure compliance with Federal and State law, to protect institutional integrity, and mitigate legal, ethical, and reputational risks. Violations may result in removal of content, revocation of posting privileges, disciplinary action, or other corrective measures consistent with District policy and applicable laws.
- Generating whole images, videos, or graphics from scratch
- Photo retouching or enhancement that would change the content or structure of the image
- Generating entire passages or full reports of written content
- Interpreting sensitive, urgent or private information
- Creating or altering official college logos, seals, or trademarks without authorization
- Generating misleading, defamatory, or discriminatory content
- Impersonating individuals or fabricating quotes
- Sharing confidential or personally identifying information with AI platforms not approved by the District or campus
- Crisis communication or sensitive messaging
- Creating inappropriate content that is: illegal, encourages illegal activity, obscene, defamatory, libelous, slanderous, indecent, lewd, lascivious, sexually harassing or explicit in nature, or which poses risks to the health and safety of individuals
- Developing commercials or soliciting for personal gain or profit
- Developing content that violates copyright or intellectual property laws and policies
Adding a Disclaimer
The District strongly encourages that all published content utilizing gen-AI tools must clearly acknowledge and disclose usage.
Disclaimer for Gen-AI in Written Work
This piece was written with assistance from (AI tool name) and has been proofread, fact-checked, and approved by a human.
Disclaimer for Gen-AI in Images or Video
This image was modified in part by (AI tool name) and has been reviewed and approved by a human.
Reporting Violations
Incidents which violate any part of these Guidelines should be reported to either the NOCCCD Public Affairs Office or appropriate Campus Communications Office. Violations will be addressed in accordance with NOCCCD policies and procedures.
Consultation and Questions
This document is not an exhaustive list of acceptable and prohibited AI usage. These guidelines are intended to be a living document and will be reviewed and updated as AI technologies, legal standards, and relevant District policies evolve. Please consult with NOCCCD Public & Governmental Affairs Department and/or Campus Communications Offices for any questions or clarification regarding the use of AI tools in communications and marketing materials. Remember: gen-AI tools should always be used responsibly, ethically, and in a manner that upholds the values and integrity of NOCCCD.
