In a bid to promote transparency and accountability in political campaigning, the Election Commission of India (ECI) has issued an advisory to all political parties regarding the use of artificial intelligence (AI)-generated content ahead of the Delhi Assembly elections. The ECI’s move comes amid growing concerns about the potential impact of AI technologies on voter perception and the authenticity of campaign messages.
To address these concerns, the commission has made it mandatory for political parties to prominently label and include disclaimers on any campaign material that has been synthetically generated or significantly altered by AI tools. This decision is in line with the ECI’s previous guidelines aimed at promoting ethical social media usage and curbing the dissemination of deepfakes and manipulations that can deceptively alter audiovisual.
By mandating clear labelling, the ECI seeks to protect the integrity of the electoral process, ensuring that voters are aware of the nature and origin of the content presented to them. This move is expected to prevent misinformation and manipulation, fostering an environment of trust between voters and candidates. The ECI’s advisory has emphasized the importance of maintaining a fair and level playing field in electoral contests, free from undue influence and misleading content. As AI becomes an increasingly pivotal tool in political strategy, these regulations are seen as essential in preserving democratic norms and promoting responsible electoral campaigns.
Preventing Misinformation: The ECI’s move aims to prevent misinformation and manipulation, fostering an environment of trust between voters and candidates.
Level Playing Field
The advisory emphasizes the importance of maintaining a level playing field in electoral contests, free from undue influence and misleading content. However, concerns around misinformation and disinformation are growing. The Election Commission of India has issued directives cautioning against the spread of deepfakes and misinformation. Fact-checking units are also working overtime to debunk false claims and prevent the spread of misleading content. As India navigates its first AI-driven election, one thing is clear: the future of political campaigning has arrived, and it is being shaped by AI. Whether this trend will ultimately benefit democracy or create new challenges remains to be seen.
The 2024 Indian elections witnessed a significant shift in campaign strategies, with political parties allocating around $50 million to develop AI-generated content. This included deepfakes aimed at influencing voter perceptions, such as the BJP’s AI-made video featuring Prime Minister Narendra Modi’s opponent in a humorous light.
Other examples of AI-generated content included parodies mocking PM Modi’s policies, created by the INC. However, the misuse of fakes also raised concerns, such as a video of Amit Shah altered to falsely suggest the BJP opposed all forms of reservations. Another instance involved a deepfake voice of Mahatma Gandhi endorsing a political party, sparking concerns about exploiting deceased figures for political gain.
Deepfakes featuring celebrities like Ranveer Singh and Aamir Khan falsely showed their endorsement of certain parties, despite their denials. These videos gained traction on social media, highlighting the ease with which misinformation can spread and influence voters.
AI tools were also used for predictive analytics to identify swing voters
However, the use of generative AI raised concerns about misinformation and electoral integrity, with officials warning that AI-generated content could undermine democracy by spreading deceptive narratives.
In response to these challenges, the Election Commission struggled to regulate these technologies effectively, relying on tech companies for self-regulation. Meanwhile, citizen journalists and independent digital platforms gained popularity, providing alternative viewpoints and allowing opposition members to bypass traditional media gatekeepers and connect more authentically with voters.
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