The use of technology to aid political parties’ election campaigns isn’t a new thing. Twitter (now known as X), Facebook, websites and the use of WhatsApp and other messaging platforms has been a part of the campaign arsenal for political parties, not just in India but other countries as well. However, 2024 is different as with the advent of artificial intelligence (AI), digital campaigning has got another shot in the arm.
A report by The Indian Express reveals how generative AI is being widely used to make phone calls to voters. The report cites how Polymath Solutions, an Ajmer-based AI company, has been piloting a project where local politicians make calls and answer voters’ questions. The call is made on behalf of the politician who asks voters questions like what issues matter to them the most. The call is AI-generated using the voice of the local politician.
The Bharatiya Janata Party — a step ahead of its rivals when it comes to use of digital tools — has been using AI smarty as well. A few months ago, the BJP used AI to dub and translate Prime Minister Narendra Modi’s speech delivered at Kashi Tamil Sangamam. Modi’s speech was delivered in Hindi but thanks to AI, real-time dubbing and translations were done. It was done with the use of Bhashini, a tool developed by the IT ministry that focuses on Indian languages.
The DMK in Tamil Nadu has also used AI-generated videos where their late leader Karunanidhi is seen praising MK Stalin. The AIADMK also did something similar with their late supremo J Jayalalitha.
More than AI
AI is not the only tool but AR or augmented reality is also being used heavily by political parties. According to the report by The Indian Express, AR is being used for superimposing digitally-generated images for users. The use of QR code has also been ramped up where it is used for candidates’ promotions. People can scan these QR codes, using their smartphones and it leads them to listening to a politician addressing them wherever they might be pointing their phone’s camera.
While the use of AI — not so much AR — gives an insight in the use of technology to bolster political campaigns, there’s a flip side to it as well. Deepfake videos have become rampant and the government has been warning people to not fall to AI-generated fake videos. There has been a deepfake video of Modi where he is seen addressing voters by their first names.
Another deepfake video of actor Ranveer Singh was doing the rounds where he was endorsing the Congress party and being critical of the ruling party. Singh took to X and said that the video was fake and it was reported that he had filed a police complaint as well. Responsible use of AI is something that has been touted by every big tech company and globally laws are being formulated to tackle with issues like deepfake. Still, AI is at work in political campaigns signalling a new way of how politicians use technology to boost their chances in elections.
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