Artificial intelligence is significantly reducing the costs associated with political advertising. This advancement allows campaigns to generate attack ads, memes, and various targeted messages at a rapid pace, something that would have previously been too expensive just a few years back.
Now, campaign teams can leverage generative AI to create content that once took days to develop, with a combination of writers, voice actors, and production crews, in just a matter of minutes or hours. This change redefines political creatives from costly resources into more affordable, almost disposable content, which might enable candidates and their supporting groups to inundate voters with increasingly frequent messages.
While pinpointing the exact figures is tricky, an ad-tracking firm identified 29 campaign ads in federal and gubernatorial races that openly acknowledged using AI. Another organization noted at least 164 ads influenced by AI during this election cycle, with this number likely to grow.
Still, it’s uncertain whether employing AI in campaign messaging can lead to actual election victories. Veteran Republican consultant Jesse Hunt mentioned that the technology facilitates producing more diverse and economically viable content. Democratic strategist Chris Moyer echoed this sentiment, stating that AI democratizes campaign tools, making them accessible even to those with smaller budgets.
Will Ritter, a seasoned Republican ad maker, shared that his agency, Poolhouse, transitioned from minimal AI involvement last election cycle to integrating AI in most of their current ads. He remarked on the technology’s potential, noting its ability to empower more individuals to create content but emphasized that knowing how to utilize these tools is still crucial.
Campaign veterans assert that if you’re not incorporating AI for messaging or voter outreach, you’re already behind. Ciro Riccardi, an adviser for Republican Rep. Mike Lawler, stressed that the most organized campaigns utilize every available tool to enhance productivity and suggested that ignoring AI would be unwise.
As election campaign spending on AI rises, Riccardi admitted that Lawler’s re-election team would probably allocate more funds for volunteer meals than for AI tools. The real test, of course, is whether AI-generated ads can actually influence voter decisions at the polls.
An example includes Republican gubernatorial candidate Brian Shortsleeve from Massachusetts, who made headlines with an AI-generated radio ad mimicking Democratic Governor Maura Healey’s voice, making critical comments regarding her administration. The controversy it generated highlighted the legal gray areas surrounding AI’s role in elections. While many states have begun to regulate political deepfakes, federal guidelines from the Election Commission are still lacking.
This ad boosted Shortsleeve’s visibility but he eventually lost in the primary. Similarly, in Los Angeles, reality TV star Spencer Pratt utilized viral AI-generated videos that humorously portrayed him as a heroic figure. Although these creative tactics garnered substantial attention and positioned him among the top candidates, he still failed to advance to the general election.
Moreover, the National Republican Senatorial Committee targeted a Democratic candidate in Texas with an ad featuring an AI-generated version of the candidate reading from past controversial social media posts. Another AI-generated image from Michigan went viral, showcasing a GOP nominee as a superhero. The effectiveness of these campaigns remains unclear as electoral outcomes are yet to be decided.
There are mixed opinions on the influence of AI-generated content. Ritter noted that AI has transformed the industry and that those willing to take risks will likely find greater success. However, he acknowledged that while attention-grabbing ads are important, fundamental messages that resonate with voters still matter immensely. Moyer warned that widespread AI usage could foster increased skepticism about the authenticity of ads, leading voters to question their validity.
In this evolving landscape, authenticity has become paramount. Hunt emphasized that while AI can enhance the playing field, campaigns must ensure their ads feel genuine and impactful, since opting for the cheapest route doesn’t always yield the best or most memorable messages.
