AI Transforms Political Advertising, Raising Questions on Electoral Impact

Artificial intelligence is revolutionizing political advertising, enabling campaigns to produce attack ads, memes, and targeted messages at unprecedented speed and a significantly lower cost. This technological shift allows for the rapid creation of content that once required extensive time and resources, potentially flooding the electorate with more campaign messaging.

As of mid-2024, ad-tracking firm AdImpact had identified 29 federal and gubernatorial campaign ads disclosing the use of AI content. The Wesleyan Media Project, which includes ads with non-disclosed AI influence, has identified at least 164 such ads this cycle.

Campaign operatives can now leverage generative AI to produce materials in hours that previously took days for teams of writers, voice talent, and production staff. This makes political creative more affordable and akin to disposable content.

"AI gives campaigns more tools for less cost. So there is a democratizing of the tools that campaigns used to have to spend valuable resources on... You can get access to things with a smaller budget," said Democratic strategist Chris Moyer. Republican consultant Jesse Hunt noted that AI "certainly allows you to produce more content in varying styles and more cost effective."

Will Ritter, a strategist at Poolhouse, stated that his agency has transitioned from minimal AI use in the previous cycle to incorporating AI in most of their current ads. "The good news is that it’s really cool technology. It allows a lot of people to make stuff. You can make almost anything," Ritter said. However, he emphasized the need for expertise, adding, "You still need to be able to know what you’re doing with the tools." He stressed that the ultimate goal remains communicating a clear message, not showcasing technology.

Campaign professionals suggest that failing to utilize AI for messaging and voter outreach puts campaigns at a disadvantage. Ciro Riccardi, an advisor for Republican Rep. Mike Lawler of New York, stated, "Any campaign that doesn’t would be foolish."

Despite the efficiency gains, the ultimate impact of AI-generated ads on election outcomes is still being evaluated. In Massachusetts, Republican gubernatorial candidate Brian Shortsleeve released an AI-generated radio ad using a deepfake of Governor Maura Healey's voice to criticize her administration and the economy. Although the ad drew attention, Shortsleeve lost the primary.

In Los Angeles, independent mayoral candidate Spencer Pratt utilized viral AI-generated videos depicting him as a superhero. While these videos significantly boosted his visibility and momentum, he was ultimately eliminated in the primary, coming in third.

Similarly, the National Republican Senatorial Committee used an AI-generated ad targeting Texas state Rep. James Talarico, and an AI image of Michigan Senate GOP nominee Mike Rogers as a superhero went viral. The electoral impact of these campaigns remains uncertain.

Strategists acknowledge both the advantages and potential drawbacks of AI in political advertising. "AI has really revolutionized the industry and the groups and companies... that are taking advantage of the tools and are willing to take risks will be the ones that have the most success," Ritter noted, while also cautioning that "just getting attention doesn’t do the whole job."

Moyer warned of increasing voter cynicism, stating, "As AI becomes more widespread, there's going to be a lot more cynicism and doubt that ads are actually real." Hunt echoed concerns about authenticity, asserting, "Authenticity is incredibly important," and that the cheapest option is not always the most persuasive.

Thirty-one states have enacted laws addressing political deepfakes, but the Federal Election Commission has not yet established AI rulemaking.