The Impact of Artificial Intelligence on the 2024 Lok Sabha Polls: A Game Changer in Political Campaigns
The 2024 Lok Sabha Polls are fast approaching, and the deciding factor may very well be the use of Artificial Intelligence in political campaigns. In the 2014 election, social media played a crucial role in shaping public opinion, but now, AI is taking center stage. Political parties and candidates are harnessing the power of AI to analyse voter data, demographics, social media activity, and past voting behavior to develop effective campaign strategies.
AI algorithms can tailor political calls to individual voters, potentially damaging the reputation of opponents. With more than 50% of the Indian population using the internet and this number expected to increase to 900 million by 2025, the upcoming election presents a market opportunity worth Rs 500 crore. Prime Minister Modi has highlighted the influence of generative AI on voters, and both regional and national parties are gradually adopting AI technology in their campaigns.
Fake videos, deepfake videos, and AI-generated content are being used to endorse candidates, spread misinformation, and target specific demographics, such as the 18-25 age group and first-time voters. Social media platforms like WhatsApp are being used to share these videos, blurring the line between truth and falsehood and impacting public trust and electoral integrity.
While AI technology can predict election outcomes, communicate with voters, prevent fraud, and regulate political advertising, there are concerns about its malicious use. Impersonation, identity theft, and manipulation of the electoral process are significant risks, highlighting the need for clear regulations to ensure a fair and transparent electoral process.
The Election Commission of India must issue clear instructions to regulate AI-generated information, address ethical AI use, and protect voter data analysis. Regulations are essential to safeguard the integrity of the electoral process, protect voters’ rights, and ensure fairness and transparency in elections.
Despite the concerns, AI technology has the potential to revolutionize elections and pave the way for e-elections, ensuring a more transparent and accountable electoral process. The successful use of AI in the Bihar elections to detect misinformation and hate speech cases demonstrates its effectiveness in ensuring transparency and instilling confidence in the electorate.
In the upcoming 2024 Lok Sabha Polls, the success or failure of AI campaigns could determine the outcome for presidents, prime ministers, or legislators. As technology continues to advance, AI is poised to bring significant changes to the political landscape, highlighting the importance of clear regulations and ethical AI use in political campaigns.