Using AI Ethically: 7 Considerations for Higher Education Marketers

February 14, 2024

Spoiler alert: This post was written by CCA with assistance from OpenAI’s ChatGPT 😉

If you’re a higher education marketer considering publishing content that has been generated or edited with the help of ChatGPT (or any other artificial intelligence tool), there are several ethical considerations to keep in mind:

1. Attribution: Even in the fast-paced world of higher education marketing, giving credit is paramount. If a significant part of your content is derived from your interaction with AI, it’s good practice to mention that it was produced with the assistance of an AI tool.
   
2. Originality: Higher education institutions value integrity and originality. Ensure you comply with any content creation standards the institution or your marketing department sets. Some might have reservations about content that isn’t entirely human-generated.
   
3. Transparency: This is critical. If the content is meant for prospective students, alumni, or other stakeholders, disclosing the use of AI tools not only provides clarity about the origins of the information but also maintains trust with your community—and shows you know how to use AI ethically in and out of the classroom.
   
4. Quality and Accuracy: While ChatGPT is robust, it’s essential to double-check facts, especially when representing an educational institution. Ensure that the data and narratives align with the institution’s messaging and values.
   
5. Authenticity: Personal stories, alumni testimonials, and campus experiences have a unique human touch. If you’re weaving AI-generated content into such narratives, ensure that it doesn’t dilute the genuine experiences that resonate with your audience.
   
6. Feedback Loops: If you’re using AI-generated content and then utilizing the resulting engagement metrics to refine your strategy, be cautious. This might unintentionally create echo chambers or reduce content diversity in the long run.
   
7. Intent: The primary goal of higher education marketing is to authentically represent the institution’s values, offerings, and experiences. If using AI-generated content might create a perception that isn’t genuine, reconsider its use or ensure clarity about its origins.

In conclusion, while AI tools like ChatGPT can be a powerful ally in content creation, always prioritize your team’s (and institution’s) values and expectations. And, as always, consult any guidelines or standards set by your institution or department regarding content generation.

Bottom line: AI should always be supervised by a human with professional skills and knowledge about your specific college or university. 

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