How AI is rewriting the rules of election campaign in India

Elections in states like Bihar, Kerala, West Bengal, and Tamil Nadu are still months away but the new-age digital campaigners already have their tasks cut out. These crucial elections are bound to see much more evolved and innovative use of artificial intelligence, already a dominating force in the past elections.

The battle for votes is no longer confined to crowded rallies and roadshows; it's increasingly unfolding on screens, powered by algorithms, data, and AI.

Gone are the days when victories were secured through thundering speeches, meticulously planned propaganda, and rallies packed with promises and handshakes.

Today, the digital realm has emerged as the new battleground, and the strategists shaping public opinion often operate in lines of code rather than through sheer charisma. Consider the viral AI-generated posters: Prime Minister Narendra Modi reimagined as a Marvel-style superhero, former Delhi chief minister Arvind Kejriwal cast as a Harry Potter-like figure.

The faces are familiar, yet the force behind these captivating campaigns is the unseen hand of Artificial Intelligence.

AI is no longer a distant frontier—it is the present, deeply embedded in the machinery of the world's largest democracy. And with a young, tech-savvy electorate at the helm, India is rapidly embracing this technological revolution in its political arena.

India's stand on AI

Artificial Intelligence has quietly yet powerfully infiltrated the war rooms and strategy sessions of Indian politics. The central government, under Prime Minister Modi's leadership, has actively championed the development of a "unique marketplace-based model to ensure broad accessibility" of AI technologies. This national vision underscores the importance placed on AI's potential across various sectors.

Recently, in a podcast with American podcaster Lex Fridman, PM Modi underlined India's growing role in AI and said, "No matter what the world does with AI, it will remain incomplete without India."

He added that India's vast talent pool is its greatest strength, saying, "Artificial intelligence is fundamentally powered, shaped, and guided by human intelligence, and that real intelligence exists abundantly in India's youth."

Decoding the digital campaign

The 2024 general elections served as a watershed moment, showcasing the extensive and innovative ways in which political parties are leveraging AI tools.

Political communication strategist Devesh Singh, in a conversation with TOI, spoke about this transformation and said, "Indian political parties are harnessing AI to revolutionise campaign strategies, focusing on personalisation, content creation, and voter engagement".

He also provided a detailed breakdown of the AI strategies employed by various parties:

BJP

Deployed 'Bhashini' on the NaMo app for real-time translation of PM Modi's speeches into eight regional languages, including Kannada and Odia, reaching non-Hindi voters. In Varanasi, BJP used AI to generate personalised WhatsApp videos addressing voters by name, linking to specific schemes like PM-KISAN. They also launched an AI chatbot, NaMo AI, to answer voter queries on policies.


Congress

Released a satirical deepfake video, "Chor," superimposing Modi's face on a singer, shared with its over 6 million Instagram followers (now over 7 million followers) to allege corruption. In Karnataka, Congress used AI to create localised social media ads targeting youth with messages on unemployment, tailored to district-level job data.
DMK

Employed deepfake technology to resurrect M Karunanidhi, featuring him in campaign videos endorsing M K Stalin, evoking nostalgia in Tamil Nadu.

AIADMK
Used AI-generated audio of the late Jayalalithaa in campaign rallies in Chennai, rallying supporters with her iconic voice.


TDP
Introduced an AI anchor, 'Vaibhavi', delivering Telugu YouTube updates on party promises, and used AI to analyse voter sentiment in Andhra Pradesh constituencies.


CPI (M)
Launched an AI anchor, 'Samata', for Bengali voters, sharing policy explainers on WhatsApp. In Kerala, they used AI to generate posters highlighting local issues like coastal erosion.


AAP
In Delhi, AAP deployed AI-driven chatbots on WhatsApp to engage voters on free electricity and water schemes, with tailored responses based on user inputs.

YSRCP
In Andhra Pradesh, YSRCP used AI to create hyper-local video ads showcasing Jagan Mohan Reddy's welfare schemes, segmented by rural and urban voters.

Singh further emphasised the sheer scale of AI's deployment, saying, "Over 50 million AI-generated robocalls mimicking politicians' voices, including Modi and Rahul Gandhi, were made, discussing local issues like irrigation in Maharashtra or healthcare in Bihar. These examples highlight AI's role in scaling personalised, emotionally resonant campaigns, though ethical concerns around misinformation persist."

Power of personalisation

A key aspect of AI's impact lies in its ability to analyse vast datasets and identify specific voter segments for targeted persuasion. According to Singh, "AI is enabling campaigns to segment and persuade voters with precision. AI algorithms analyse vast datasets — demographics, voting history, social media activity, and consumer patterns — to create granular voter profiles based on age, caste, religion, income, or regional concerns." This detailed understanding allows for the crafting of highly personalised messages delivered through various digital channels like WhatsApp, robocalls, and social media.

For example:

• BJP in Uttar Pradesh sent WhatsApp messages to farmers, referencing specific PM-KISAN payments they received, with calls to vote for Modi.
• Congress in Rajasthan used AI to target women voters with ads on the Mahila Samman Yojana, customised by district-level literacy rates.
• AAP in Punjab analysed social media sentiment to send personalised messages to urban youth about education reforms.

This level of personalisation extends to addressing voters by name and referencing local issues or personal benefits, with AI chatbots like BJP's NaMo AI providing tailored policy details in response to individual inquiries.

AI has been levelling the playing field

Avesh Singh, head of digital communication at I-PAC, told TOI, "So far, AI has been levelling the playing field. Previously, only larger parties were able to produce a higher volume of content or react quickly, but now, with the help of AI, smaller parties can scale their content generation capabilities more easily."

"However, in the future, as AI platforms begin to focus more on the business side, this shift may benefit those with greater funding," he added.

Do AI-generated images and memes impact political narratives?

AI-generated images and memes are potent tools for shaping narratives and influencing voter perception, leveraging emotional appeal and virality. In 2024:

• Congress's "Chor" deepfake video, portraying PM Modi as corrupt, reinforced negative narratives among its base, gaining traction on Instagram.
• DMK's Karunanidhi deepfake videos in Tamil Nadu evoked nostalgia, strengthening voter loyalty.
• BJP shared AI-generated memes in Gujarat, depicting Rahul Gandhi as disconnected, amplifying perceptions of weak leadership.
• AAP used AI-crafted posters in Delhi, showcasing Kejriwal's welfare schemes with vibrant visuals, resonating with urban voters.

"These visuals drive engagement through humour or sentiment but can spread misinformation — for example, a fake Rahul Gandhi resignation video in 2024, though limited to 9,000 views, fueled false narratives. In rural areas, with 76.32 per cent adult literacy, voters are particularly vulnerable to unverified content, eroding trust in media. Campaigns must weigh the persuasive power of AI content against risks of backlash and declining credibility," Devesh Singh said.