Lesson 3 of 4 · about 5 min
Guardrails for marketing specialists
When you finish, you can decide what never goes into an AI tool, how to keep marketing truthful, and how to handle copyright and disclosure.
Stuck? Ask the AI tutorCustomer and company data
Marketing teams hold customer lists, email addresses, purchase histories, survey comments and unreleased plans. Privacy laws in many places, such as GDPR in Europe and various state laws in the US, limit how personal data can be used. Many regions also have rules on consent for email and messaging.
Do not paste customer lists, emails, phone numbers or private messages into a consumer AI tool unless your employer has approved that tool for that data. Do not paste unreleased product details or confidential strategy. Use summaries with names removed, or invented examples.
Truthful advertising and invented facts
AI tools often add statistics, testimonials or claims that sound fine but are false. In advertising, a false claim can mislead people and may break the law. Regulators in many countries expect you to have evidence for what you say about results, health, price and comparisons.
Never publish a number, quote or result that you did not verify. Never create fake reviews or testimonials, with or without AI. If you use a customer story, get permission and make sure it is real. Run a claims check and ask a compliance contact when in doubt.
Copyright, images and bias
Rules about AI-generated text and images, and about what the tools were trained on, are still being worked out in many places. Do not paste another company’s copyrighted work and ask for a lightly changed copy. Check your tool’s terms about commercial use, and your company’s rules on stock or generated images.
Watch for stereotypes in generated people, scenes and wording. If every image of a “manager” looks the same, or an ad quietly excludes a group of customers, change it. Ask someone from the audience to review sensitive campaigns.
Disclosure and saying no
Some platforms and regions require labeling AI-generated or altered content, especially realistic images, voices or video of people. Never imitate a real person’s face or voice without consent. Follow platform policies and your company’s rules.
You can say no to a plan that crosses a line, such as fake testimonials or a bot pretending to be a customer. A good reply is, “I think this could mislead people and hurt trust. Can we show a real story or label it clearly?” Long-term brand trust is worth more than a fast win.
Practice now
- Take a draft you wrote and list every claim that needs evidence. Find the evidence or rewrite the claim.
- Look up your platform's rules on AI-generated or altered content, and your company's policy. Write down the three rules that apply most to you.
Use any AI assistant you have. Do not paste private, client or patient information into it.
Check yourself
1. An AI draft includes 'customers report big sales increases'. You never provided data. What do you do?
2. Which is safest to paste into a free AI tool?
3. A manager suggests posting AI-written reviews to build trust. What is the right response?
Ask the AI tutor
Ask anything about this lesson, in any language. The tutor is an AI: it can be wrong, and it never needs your personal details.
AI-drafted. Checked by an automated validator and a separate AI reviewer; a person has not read every lesson. Translations and tutor answers are AI-made. Found a mistake? Tell us. AI can be wrong. General information only, not professional advice. Not affiliated with any AI company named. Current University is not accredited.