AI-Generated Images, Marketing Materials and Websites

Ownership and usage rights for AI-generated images, graphics, icons, and other visual elements can be unclear. Depending on the AI platform used, both the institution and the individual creator may face risks related to:

• Copyright ownership and infringement claims
• Licensing restrictions and usage limitations
• Trademark violations
• Publicity and personality rights concerns involving identifiable individuals
• Contractual restrictions contained in platform terms of service

In some cases, AI-generated content may be created using datasets or source materials that present legal or licensing uncertainties. Additionally, not all AI platforms grant the same rights for commercial, institutional, or promotional use of generated content. While some platforms rely on licensed or stock image libraries, others may not. As a result, legal obligations and permitted uses can vary significantly between platforms. Because AI technologies, regulations and case law continue to evolve, the legal risks associated with AI-generated imagery remain an emerging area and may change over time.

AI-generated materials often incorporate colors, typography and design elements that do not align with UTMB brand standards or The University of Texas System brand requirements. Consistent use of approved visual identity standards helps strengthen and protect the UTMB brand. View the official brand guidelines.

AI platforms frequently reproduce institutional logos incorrectly, including the UTMB logo. Use of altered, distorted, or inaccurate logo versions can create brand compliance issues and diminish visual consistency across university communications. We recognize the need to create communications materials efficiently to support schools, departments, and programs across UTMB. We encourage employees to use approved design resources and services to ensure materials meet university standards and applicable legal, licensing and branding requirements.

The UTMB Print Shop may also be able to assist with posters, flyers, social media graphics and other marketing materials that align with approved branding requirements.

For questions about brand compliance or assistance with marketing materials, contact the Strategic Communications and Branding team.

To maintain consistency, accessibility, security, and long-term support of UTMB websites, AI-generated code or custom HTML/CSS/JavaScript should not be used to create or modify web pages in place of the modules and components that are already part of the institution’s approved web publishing system.

UTMB’s web publishing platform (Sitefinity) has been intentionally developed to:

• Maintain UTMB brand standards by providing approved layouts, styles, components, and design patterns.
• Support accessibility requirements by incorporating accessibility considerations into the modules and their functionality.
• Allow for efficient updates and maintenance, so changes can be made centrally without having to update individual pages or custom code.
• Provide consistency across UTMB websites by using standardized components and experiences.
• Support content editors who are not web professionals by making modules easier to use without requiring knowledge of HTML, CSS, or JavaScript.
• Reduce long-term maintenance and technical debt by avoiding one-off solutions of the sort AI generates, that require specialized knowledge to update or troubleshoot.

AI tools can be useful for troubleshooting, brainstorming, drafting content, and other tasks; however, AI-generated code should not be inserted into Sitefinity pages or used as an alternative to UTMB’s web publishing platform. Code generated by AI may look correct visually while failing to meet UTMB's accessibility, branding, responsive design, security, or maintenance requirements.

For web publishing support, help with a unique project and before adding any AI-generated or other custom code to a UTMB website, please contact Web Services.