Following criticism over its use of artificial intelligence in Homecoming promotional videos, Florida A&M University’s approach to marketing and graphic design has raised questions about how the university balances emerging technology with opportunities for student creatives.
The homecoming video, inspired by the theme “There’s No Place Like FAMU,” drew attention to the university’s use of AI-generated backgrounds and visuals to promote events throughout the week. Student coordinators within SGA were initially scheduled to help develop promotional materials and coordinate photo shoots. However, some students did not attend their scheduled shoots, prompting the office to seek an alternative as promotional deadlines approached. The university ultimately contracted a FAMU alumnus and former Office of Communications employee to produce the video. The university maintains their stance on the usage of AI, stating it’s a tool to be used when needed.
“We know that AI is not going away, so we’re trying to respect that. We want to involve and incorporate it into our designs and our creativity, while still maintaining a realistic feel,” said Alonda Thomas, FAMU’s Chief Marketing & Communications Officer.
Many students are eager for opportunities to contribute to larger university campaigns through organizations like SGA and the Office of Communications. However, students and alumni question why the university continues to rely on outside sources when it has students developing the same creative skills.
The concern comes as students prepare to enter an increasingly competitive creative job market. According to the U.S. Bureau of Labor Statistics, employment of graphic designers is projected to decline 2% from 2025 to 2035, partly due to the growing use of automated design tools, including AI. For students pursuing careers in graphic design and marketing, the lack of opportunities to gain experience through university projects raises additional concerns about preparing for the workforce.
“If we have an entire program where they’re supposed to be giving degrees and helping these designers, creatives and artists have a brighter future, what is the point of not using them? said Romero Laster, a senior graphic design student. “We’re here for a reason.”
Although the brunt of the backlash came during homecoming, the university’s use of AI proceeds that. Since the recent popularization of AI, much more generative content has been seen across several of the official university accounts. Some alumni feel the university’s neglect of student creatives has been an ongoing issue for years, well before the current controversy.
“The administration and the leadership of the school does not harness or support the arts in any way in terms of actually paying students or getting students to create things that can be used for the university,” said Morgan Sampson, a 2026 spring graduate of FAMU’s School of Business and Industry.
Sampson has firsthand experience creating promotional materials for campus organizations. She managed social media graphics for FAMU’s chapter of Delta Sigma Theta Sorority Inc. and served as chair of FAMU’s Homecoming Fashion Show for two years. She questioned the university’s process for identifying students who could contribute to its campaigns. “I think that SGA does a very poor job of identifying talent.”
FAMU is working to develop an artificial intelligence policy, led by the university’s AI committee and chief AI officer, to guide its responsible use of the technology. The university welcomes any feedback and concerns from students and alumni to help improve future productions and promotional materials.
