With the 2024 Lok Sabha elections on the horizon, a groundbreaking yet potentially troubling trend has emerged in Indian politics. Artificial Intelligence (AI), specifically in the form of deepfake technology, is setting the stage for a new era in political campaigning.
This innovative approach promises to reshape voter engagement but also poses significant challenges to maintaining the integrity of democratic processes.
The Advent of AI in Political Campaigns
At a remarkable event in Tamil Nadu, the late M Karunanidhi, a revered figure in Indian politics, was virtually resurrected to address the crowd through the use of deepfake technology. This spectacle marked a pivotal moment, demonstrating the potential of AI to bring historical figures to life and deliver powerful political messages.
Beyond miraculous resurrections, political parties, including the Bharatiya Janata Party (BJP) and the Indian National Congress, are employing AI tools across social media platforms.
These tools enable the creation of highly realistic videos and audio clips that can serve to promote party agendas, highlight achievements, or even parody opposition figures.
Such content, tailored for platforms like Facebook, Instagram, YouTube, and formerly Twitter, now X, are designed to capture the attention and influence the perceptions of vast online audiences.
Expert Perspectives on AI’s Role in Elections
While the innovative use of AI in elections opens new doors for political strategy, it raises significant concerns regarding misinformation and the manipulation of voter perceptions.
Anil Verma, head of the Association for Democratic Reforms (ADR) and National Election Watch, underscores the difficulty in regulating the spread of AI-generated content.
The instantaneous nature of social media dissemination makes it a formidable challenge to monitor and contain potentially misleading material effectively.
Navigating Regulatory Waters
The burgeoning use of AI technologies in the political arena has led to calls for regulatory oversight. Currently, India’s electoral code of conduct lacks specific provisions addressing the use of AI in campaign practices.
This regulatory vacuum underscores the urgent need for the Election Commission of India to develop comprehensive guidelines that govern the fair and ethical use of AI in electioneering efforts.
Efforts to curb the misuse of AI in political campaigns have seen tech giants stepping into the fray. Companies like Meta have implemented policies requiring advertisers to disclose when political ads include AI-manipulated content.
Similarly, Google and YouTube have introduced measures aiming to restrict the spread of deepfake videos and ensure transparency in AI-generated political advertising.
However, the effectiveness of these self-regulatory measures remains a subject of debate. Critics argue that without stringent and enforceable regulations, the potential for AI to be exploited for unethical purposes in political campaigns remains high.
Conclusion: The Double-Edged Sword of AI in Politics
As India moves closer to the 2024 Lok Sabha elections, the role of AI and deepfake technology in shaping political narratives cannot be underestimated.
While offering innovative methods for engaging with voters, these technologies also present profound challenges to the democratic process, blurring the lines between reality and manipulation.
The path forward demands a balanced approach, combining the proactive regulation of AI in political campaigns with the development of critical media literacy among the electorate. Only then can the full potential of AI be harnessed without compromising the principles of democracy.
