By Pahal Verma
We use AI on a day-to-day basis these days. Its as if we have made Artificail Intelligence a part of our lives. It helps us write articles, do homework, make assignments, create artificially generated images, audios, videos and much more. But do you know political parties around the world use artificial intelligence software and tools to get important information regarding pole booth data, post-election predictions, voter list data and even election results.
For example, visuals of candidates smiling or interacting with the public often create positive associations and strengthen voter connections. Images that emphasize trustworthiness and energy can enhance a candidate’s appeal. Nowadays, it has become extremely difficult to catch an artificially generated image with the naked eye. Politicians can use AI generated imagery to manipulate people and fool them to create a positive image for themselves. This might help them attract more votes and support than they actually could.
I conducted a small research survey to find out what type of AI software do people use the most. Here are the results with a sample size of 100 people: –
The results showed a clear majority of people using ChatGPT and Google Gemini with a 21 % use. But when I asked Can we trust AI chatbots to provide correct information about elections a whopping 71% responded with “No”.
So, the point I am trying to make is that even though ChatGPT (OpenAI) and Google Gemini could have an impact on the electoral process. These digital innovations can be easily misused. AI can be used to get big data to influence voter decisions.
Here is a list of advantages and disadvantages of use of AI and data analytics in political campaigns: –
Advantages
- AI has the power to boost human progress, but it can also be dangerous if used with harmful intentions. AI can provide real time information about polling locations, candidate platforms and voting procedures. This helps make the electoral process more accessible and transparent.
- AI improves data management, accurate collection, storage, analysis of extensive electoral data, enabling officials to make quick decisions. It also helps then identify trends effectively.
- There are very few chances of human error while using AI. Automated systems make elections management more effective by managing large data with speed and accuracy. I also reinforce public trust in the electoral process.
Disadvantages
- With growing sophistication of AI content, it makes disinformation more convincing and emotionally impactful. As we see advancements in AI technologies, difference between authentic information and false information becomes very complex.
- One of the most influential risks posed by AI is disinformation. Disinformation in today’s day and age can cause multiple problems and even become the cause of somebody’s death.
- For example, a fake news for a popular politician’s arrival at a place is spread through social media and it causes a stampede leading to multiple deaths, and all we get to know later is that the news was fake or AI generated. What solution do we have now? No solution the lives of those people can never come back. Right?
- Another disadvantage of AI-enabled cyberattacks is on critical infrastructure. It could seriously affect global peace and security. As we do not have the technical and financial barriers to access AI tools.
Way Forward and Solutions
The participants in my research project shared the following possible solutions.
To elaborate this further. According to 63% of the respondents, the most practical solution is improving education and media literacy. Followed by issuing Model Code of Conduct (MCC)(62%), Enhanced Fact Checking (52%), Ethical AI development (47%), Counter narratives and debunking Campaigns (28%), and International Cooperation.
AI and data analytics can help political campaigns understand voters better. By studying data like age, location, and interests, campaigns can send the right messages to the right people. This helps in saving time and money while reaching more voters in a smarter way.
Social media listening tools can show what people are thinking or feeling. This helps leaders respond to public needs quickly and change their plans if needed. AI can also be used to plan rallies, manage volunteers, and predict election results more accurately.
But using AI also brings risks like fake news, data misuse, and unfair targeting. To stop this, rules must be made to protect people’s data and make AI use clear and honest. Campaigns should tell people how their data is being used.
Moving forward, political teams should be trained to use AI in fair and safe ways. Working with experts, watchdog groups, and tech companies can also improve how AI is used. If done right, AI and data analytics can make campaigns more effective and democratic while keeping voter trust strong.