Indian Prime Minister Narendra Modi says, ” ...There is a challenge arising because of Artificial Intelligence and deepFake…a big section of our country has no parallel option for verification…people often end up believing in deepfakes and this will go into a direction of a big challenge…we need to educate people with our programmes about Artificial Intelligence and deepfakes, how it works, what it can do, what all challenges it can bring and whatever can be made out if it…I even saw a video of me doing ‘Garba’...”
This is a big worry as elections are round the corner in United State, United Kingdom, India, Bangladesh, Indonesia and many more. In this digital age, political campaigns have embraced advanced technologies to reach and influence voters. Artificial Intelligence (AI) has emerged as a powerful tool, enabling campaigns to create targeted and personalized advertisements. However, the rise of AI-generated ads has also raised concerns about the potential for deception and manipulation, particularly in the realm of influencing voters. This article explores how deceptive AI-generated ads can wield significant influence over political opinions and electoral outcomes.
1. Personalized Targeting
AI-powered algorithms analyze vast amounts of data to create detailed profiles of individual users. This information is then utilized to tailor political advertisements to specific demographics, interests, and even psychological profiles. While this personalized targeting can be an effective strategy for engaging voters, it also opens the door to deceptive practices by selectively presenting information that aligns with a particular narrative or agenda.
Imagine an AI-driven political campaign targeting a group of environmentally conscious voters. Through data analysis, the campaign identifies individuals who have shown interest in renewable energy and climate change. The AI generates personalized ads that highlight a candidate’s commitment to green policies, conveniently omitting any information that might indicate a less-than-stellar environmental record. This selective presentation of information can sway the opinions of these voters without presenting a complete and unbiased picture.
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In the 2017 UK general election, the pro-Brexit campaign used AI to target voters with personalized messages that were designed to exploit their biases and prejudices. These messages were very effective, and they helped the pro-Brexit campaign to win the election. One example of this is a Facebook ad that targeted voters who were concerned about immigration. The ad showed an image of a group of immigrants and a caption that said, “These people are coming to take your jobs.” This ad was seen by over 1 million people, and it is estimated that it had a significant impact on the outcome of the election.
2. Deepfakes and Manipulated Content
Advancements in AI have given rise to deepfake technology, allowing the creation of highly realistic, but entirely fabricated, audio and video content. Political campaigns can leverage this technology to produce misleading ads featuring candidates saying or doing things they never actually did. Such deceptive content can be strategically disseminated to sway public opinion and damage the reputation of political opponents.
A political campaign utilizes deepfake technology to create a video of an opposition candidate purportedly making inflammatory remarks. The fabricated video is strategically released on social media platforms, quickly gaining traction and sparking outrage among voters. Despite later clarifications and debunking efforts, the damage to the candidate’s reputation may already be done, showcasing the potential for AI-generated content to manipulate public perception.
For instance, in 2018, a deepfake video of former President Barack Obama was created by researchers to demonstrate the technology’s potential. This raised concerns about the use of deepfakes in spreading false information.
In the 2016 US presidential election, Russian trolls used AI to create fake news articles and social media posts that were designed to help Donald Trump win the election. These fake stories were spread widely on social media, and they were seen by millions of voters. One example of this is a fake news article that claimed that Pope Francis had endorsed Trump. This article was shared over 800,000 times on Facebook, and it is estimated that it was seen by over 100 million people.
3. Amplifying Disinformation
AI algorithms can be programmed to identify and exploit existing divisions within society. By targeting specific demographics with misinformation tailored to their beliefs and biases, campaigns can amplify existing polarizations. This not only solidifies support within certain voter groups but also undermines trust in the democratic process by sowing confusion and distrust.
Example: An AI algorithm identifies a particular demographic group with strong opinions on a divisive issue, such as immigration. The political campaign tailors disinformation campaigns to target this group, spreading misleading statistics and fabricated stories that play into pre-existing beliefs. By amplifying existing divisions and stoking fear, the campaign seeks to solidify support within this demographic, using AI to exploit societal fault lines.
In the 2018 Brazilian presidential election, Jair Bolsonaro used AI to spread fake news and propaganda on social media. This fake news helped Bolsonaro to win the election, and it has had a devastating impact on Brazilian democracy. One example of this is a fake news article that claimed that the left-wing candidate, Fernando Haddad, was planning to legalize child prostitution. This article was shared over 1 million times on WhatsApp, and it is estimated that it had a significant impact on the outcome of the election.
4. Exploiting Emotional Triggers
AI algorithms excel at analyzing emotional responses and tailoring content to exploit these triggers. Deceptive ads may use emotionally charged language, imagery, or scenarios to elicit strong reactions from voters. By tapping into fear, anger, or nostalgia, campaigns can manipulate public sentiment and influence decision-making.
An AI-generated political ad employs emotionally charged imagery and language to appeal to voters’ fears about economic instability. The ad portrays a doomsday scenario under the leadership of a rival candidate, creating a sense of urgency and anxiety. By manipulating emotions, the campaign aims to influence voters to prioritize perceived security over other policy considerations.
5. Lack of Transparency
One of the challenges associated with AI-generated ads is the lack of transparency in their creation and dissemination. Voters may not be aware that the content they are exposed to is generated by algorithms, making it difficult to discern between genuine information and manipulated content. This lack of transparency further erodes trust in the democratic process.
A political campaign employs AI to create a network of social media accounts that appear to be independent voices endorsing a candidate. These accounts share content generated by AI algorithms without disclosing their affiliation with the campaign. The lack of transparency leaves voters unaware that the information they are consuming is strategically crafted and disseminated, undermining the democratic principle of informed decision-making.
Conclusion
As technology continues to evolve, the use of AI in political advertising raises ethical questions and concerns about the potential for deception and manipulation. The influence of deceptive AI-generated ads on voters is a growing issue that demands attention from policymakers, tech companies, and the public. Striking a balance between leveraging the benefits of AI for political campaigns while ensuring transparency and ethical standards is crucial to maintaining the integrity of democratic processes worldwide. Vigilance, regulation, and media literacy will be essential in safeguarding the democratic ideals we hold dear in the face of evolving technological challenges.
