University of Alabama's Guidelines for Responsible AI-Generated Media Use

At the heart of the University of Alabama's approach to AI-generated media are three fundamental principles: Authenticity and Credibility, Security, Privacy and Compliance, and Protection of UA Brand and Intellectual Property. As a public research institution, UA prioritizes communications and media that are authentic, truthful, and serve the public interest. This means ensuring that any AI-assisted content accurately reflects reality and does not mislead the audience. Security, privacy, and compliance are paramount, requiring the protection of sensitive institutional and personal information from external systems and strict adherence to all federal, state, and local laws. Finally, the use of AI technologies must enhance, not detract from, the UA brand's storytelling and visual identity, preserving its integrity and consistency.

To provide clarity, the guidelines offer specific examples of prohibited AI usage. For instance, if generative AI content is created for illustrative purposes depicting UA traditions like commencement ceremonies or sporting events, it must be clearly labeled as AI-generated, illustrative, or speculative. Publishing AI-generated portraits of UA students, faculty, staff, athletes, or administrators is forbidden. Similarly, using AI-generated images or videos of iconic campus landmarks, such as Denny Chimes or Bryant-Denny Stadium, in official promotional materials is not permitted. Altering visual content to misrepresent its original meaning is also strictly forbidden. This includes adding or removing people from event photographs to imply attendance or absence, altering campus imagery to suggest non-existent facilities, or fabricating visual scenarios that falsely depict interactions between individuals.

Transparency is a cornerstone of the University of Alabama's AI media policy. Any published content that is generated or substantially influenced by AI must include an explicit and clearly visible disclosure to the audience. This disclosure is required regardless of the AI's role, whether it's generating illustrations, summaries, or reports. For example, AI-generated illustrations or visuals should be accompanied by a brief disclaimer, and summaries or reports produced with AI assistance should be noted. Minor AI-assisted edits, similar to traditional digital photo editing tools (e.g., white balance, color rebalance), do not necessitate disclosure. A sample disclaimer for an AI-generated image of an elephant covered in circuitry for a UA cybersecurity news story would be: 'Generative AI tools were used to create this image.'

While AI tools can offer valuable assistance in creating accessible content, the University of Alabama emphasizes that human oversight remains indispensable. AI can aid in generating alt-text for images, captions for videos, and transcriptions for audio content. However, users must always review these AI-generated features to ensure their accuracy and appropriateness for all users. For instance, AI-generated captions for videos must be manually verified for accuracy before publication, and AI-generated alt-text for images should be edited to accurately reflect the context and relevance of the visual content. Relying exclusively on AI-generated accessibility features without human review is not permitted.

Users of AI-generated content should be aware of the potential implications for copyright protection. The U.S. Copyright Office has indicated that content generated entirely by AI, without meaningful human creative input, may not qualify for copyright protection. Additionally, generative AI tools can inadvertently reproduce elements of copyrighted works from their training data. Therefore, teams should carefully weigh these factors when deciding where to use AI-generated material versus original human-created work, especially for high-value or long-lived assets. This means that AI-generated text, images, or other media used in UA materials may not be legally protectable as UA intellectual property. Caution is advised when using AI-generated content that closely resembles existing published works, designs, or visual styles. For flagship campaigns, signature creative assets, or materials with a long shelf life, prioritizing original human-created work is strongly recommended.