AI Use Cases: Photo, Video & Multimedia
The following use cases apply primarily to university employees with official photography, videography and multimedia responsibilities. Other employees should not use AI to produce such public-facing assets.
Public-facing refers to any content, asset or communication that is accessible to or intended for audiences beyond the TCU campus without requiring password authentication. This does not typically include classroom materials.
AI may assist approved communications and marketing professionals with planning, production and editing. Public-facing photography, video and multimedia must be developed under the direction of qualified communications and marketing professionals, who remain responsible for creative direction, authenticity, brand alignment and final approval.
Appropriate use of AI tools depends on the type of work. Documentary, news, athletics and event coverage should follow stricter standards, while campaign, promotional and conceptual work may allow broader creative applications.
Use AI to:
- Brainstorm concepts and plan photo and video production, including shot lists, storyboards, interview questions, schedules and internal concept images.
- Transcribe recorded material and use transcripts to create captions, subtitles, summaries and assemble edits.
- Cull and organize photo and video assets, including identifying selects, duplicates and technical flaws.
- Improve photo and video quality through noise reduction, sharpening, resolution enhancement, exposure and color correction, color matching, subject and background masking, rotoscoping and stabilization.
- Improve audio through noise reduction and speech enhancement.
- In campaign, promotional and conceptual work, apply retouching, remove minor distractions and extend backgrounds for alternate crops without materially changing the scene.
- Use facial recognition in approved systems to help identify and tag people in visual assets.
- Search, tag and generate metadata for photo and video assets.
- Create marketing assets only after ensuring they meet the same digital accessibility standards as traditionally produced communications, including alternative text, sufficient color contrast, readable typography and keyboard navigation where applicable, and compatibility with assistive technologies.
- Create marketing assets only if the final deliverables are in formats that university personnel can maintain. Don’t use AI-generated deliverables as final production assets if they cannot be reasonably edited or updated.
Don’t Use AI to:
- Create finished public-facing photography, video or multimedia in place of qualified communications and marketing professionals or established creative review and approval processes.
- Work with tools that TCU Information Technology has identified as denied or unauthorized.
- Alter people, objects, actions or outcomes in documentary, news, athletics or event coverage in a way that misrepresents the scene or event.
- Misrepresent academic, clinical or research activities.
- Use AI-generated or altered images, video, audio, voice cloning or synthetic presenters without authorization and appropriate disclosure.
- Create AI-generated people who could be mistaken for real TCU students, student-athletes, faculty, staff or visitors.
- Replace the professional judgment, creative direction or production responsibilities of qualified communications and marketing professionals.
- Record confidential or sensitive content with devices or platforms that may give outside parties’ access to the material without approval.
- Use facial recognition to track people, infer personal traits or identify people in sensitive settings without authorization.
- Upload confidential, sensitive, proprietary or unpublished assets to unapproved AI platforms.