TLDR: City College has come under fire for allegedly using AI-generated images and videos in its social media marketing, despite official denials. An AI detection service identified a high probability of AI involvement in numerous Instagram posts, raising questions about the college’s commitment to authentic representation amidst efforts to boost enrollment.
City College is currently embroiled in controversy following allegations of utilizing artificial intelligence to generate content for its social media marketing campaigns, a practice the institution officially denies. The accusations stem from a series of ‘uncanny’ images and videos appearing on the college’s official Instagram account, @officialccsf.
Between April 12 and June 8, the @officialccsf Instagram page published 73 posts. A significant majority, approximately 54 of these posts, displayed characteristics indicative of AI-generated imagery. A subsequent review by Sightengine, a prominent AI-image detection service, concluded that these images had a 99 percent probability of being AI-generated. The analysis further suggested that the content was likely produced using GPT-4o, a generative AI program developed by OpenAI.
Adding to the evidence, a Reel posted on the @officialccsf Instagram account on September 11 featured footage of the new Student Success Center. This video was reportedly spliced with two segments that appeared to be AI-generated student videos and was narrated by an artificial-sounding voice, further fueling suspicions of AI involvement.
Despite the compelling evidence, Alexandra Céspedes Kent, the college’s media spokesperson, issued a denial regarding the use of AI-generated images in their marketing or social media content. Kent stated, “When creating promotional content, the College prioritizes authentic representation — using actual photos and videos of our students, faculty, and campus whenever possible.”
The context of these marketing efforts is significant. City College is under pressure to increase its enrollment by 8,000 full-time equivalent students to avert a State funding freeze that was slated to take effect this academic year. The college’s 2024-26 Strategic Enrollment Plan explicitly highlights the critical role of marketing in influencing recruitment, retention, completion, partnerships, and the overall institutional reputation.
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Further complicating the situation is the involvement of a third-party marketing firm, ASIR. City College has since terminated its relationship with ASIR, though the exact date of termination was not clarified by press time. Vice Chancellor Lisa Cooper Wilkins asserted that ASIR did not employ AI to generate images or videos for the college. However, ASIR’s 2023 marketing proposal for 2023-26, submitted to City College, included a promise to “design artwork for all needed organic and paid postings for all social media platforms and streaming services.” The college paid ASIR $99,500 for their services, specifically to “design, develop, and execute Fall 2025 Campaign for CCSF.” As of November 2024, City College did not possess an internal marketing department, relying on external agencies for such initiatives.
