Brand Guidelines for GenAI
Overview
The University of Melbourne supports all staff to proactively enhance efficacy, creativity, and impact through the responsible and purposeful use of generative AI (GenAI) tools, in keeping with the University’s AI Principles and community expectations.
Recognising that the effective integration of GenAI into working practices requires a robust foundation in GenAI literacy, the University is committed to supporting staff to use GenAI tools safely, ethically and appropriately.
Brand Guidelines for GenAI have been developed to outline what constitutes responsible use of GenAI by University staff in the production of content for internal and external publication. The guidelines enable responsible and purposeful use of GenAI while helping maintain trust and uphold quality in our content.
The University’s approach to GenAI use in content creation and communications is guided by our commitment to:
- Quality and excellence – The University is committed to maintaining the highest standards of quality and excellence in everything we do. The use of GenAI should support, not compromise, the University’s standards for quality and accuracy.
- Authenticity – The University of Melbourne will be authentic: grounded in human endeavour, backed by evidence and data, and aligned with the University’s mission to benefit society through the transformative impact of education and research. The use of GenAI may assist, but must not replace, distort or impersonate human stories, images or voices.
- Transparency – The University will be transparent when GenAI is used to create, modify or enhance content within the parameters above.
Transparency and disclosure
Clear disclosure is required by staff when GenAI is used to create, modify or enhance content. The following categorisation (sourced from Australian Government’s National Artificial Intelligence Centre) has been adopted to guide staff in assessing which declaration should be applied, based on the extent of GenAI contribution.
| Content Type | Our Approach |
|---|---|
| Fully AI-generated | Not used – all content must involve human input and be reviewed by a subject‑matter expert. |
| AI-enhanced | Clearly labelled (e.g. “This content was [enhanced/refined/modified] using generative AI; it has been reviewed and approved by University staff.”) |
| AI-assisted | Labelled where appropriate (e.g. “Generative AI tools assisted in the creation of this content; it has been reviewed and approved by University staff.”) |
| Human-created | No disclosure required unless strategically relevant. |
For staff members needing more detail about their responsibilities and required disclosures, please visit Brand Hub (login via SSO).
Our safeguards
- All published content will be reviewed by a subject-matter expert.
- All data, references, quotations and images will be verified before publication.
- Explicit, written consent will be obtained for any personal stories, images or voices.
- Records of content sources and AI use will be kept and maintained.
- Compliance will be upheld around copyright, trademarks, intellectual property, privacy and consent, and data collection.
- Staff are trained on AI Literacy and responsible use of GenAI.