From memes to deepfakes, artificial intelligence is transforming the political playbook for India’s digital battleground
Elections in states like Bihar, Kerala, West Bengal, and Tamil Nadu are still months away, but political parties are already deploying AI to shape voter sentiment. The evolution from loudspeakers to algorithms marks a seismic shift in how campaigns are fought. Gone are the days of relying solely on fiery speeches and crowded rallies — India’s political battlefield has gone digital, with AI at its core, reported timesofindia.indiatimes.com.
Viral AI-generated images and personalised messages dominate India’s election narrative
From PM Modi reimagined as a Marvel superhero to Arvind Kejriwal depicted as Harry Potter, AI-generated content is driving engagement and reshaping how leaders are seen. These posts — often shared widely on social media — are no longer just memes; they are meticulously crafted tools of persuasion powered by artificial intelligence.
AI has quietly permeated campaign war rooms, transforming how parties approach strategy, outreach, and message delivery. PM Modi recently reaffirmed India’s global AI ambitions, stating in a podcast with Lex Fridman that “Artificial intelligence will remain incomplete without India,” and emphasizing that India’s youth is its real intelligence powerhouse.
Digital campaigns in 2024 mark a turning point in political communication.
AI’s role was most visible during the 2024 general elections, where parties used the technology to personalise messages and micro-target voters.
Here’s how major parties tapped into AI:
-
BJP: Integrated Bhashini into the NaMo app to translate Modi’s speeches in real time into eight languages. Created AI-generated WhatsApp videos personalised with voter names and policy references. Launched NaMo AI, a chatbot answering voter queries.
-
Congress: Released a deepfake video titled “Chor” featuring Modi’s face on a singer. In Karnataka, created district-specific social media ads on youth unemployment.
-
DMK: Used deepfake tech to digitally resurrect M Karunanidhi endorsing M K Stalin.
-
AIADMK: AI-generated audio brought back Jayalalithaa’s voice at rallies.
-
TDP: Introduced Vaibhavi, an AI anchor delivering party updates in Telugu and analysing sentiment in Andhra Pradesh.
-
CPI(M): Launched Samata, an AI anchor for Bengali voters and used AI for policy visuals in Kerala.
-
AAP: Deployed WhatsApp AI chatbots in Delhi to answer queries about free electricity and water schemes.
-
YSRCP: Used AI to tailor hyper-local video ads about Jagan Mohan Reddy’s welfare initiatives.
Over 50 million AI-generated robocalls mimicking voices of leaders like Modi and Rahul Gandhi were sent across states, targeting issues from irrigation in Maharashtra to healthcare in Bihar.
AI drives hyper-personalised messaging like never before
AI’s biggest weapon is personalisation. Campaigns now tailor messages using granular voter profiles based on caste, income, location, and interests.
Examples include:
- BJP targeting farmers in UP with messages referencing specific PM-KISAN payments.
- Congress targeting women in Rajasthan with district-wise ads about the Mahila Samman Yojana.
- AAP analysing youth sentiment in Punjab to promote education reforms.
Tools like NaMo AI even respond to user queries in a customised format, creating two-way digital engagement.
AI levels the field — but raises ethical concerns
Avesh Singh of I-PAC observed that AI has democratised content generation, allowing smaller parties to compete with national giants. But he warned that future commercialisation of AI tools may tilt the advantage back to wealthier parties.
AI-generated content can also shape narratives — or spread misinformation:
- Congress’s “Chor” video vilified Modi.
- DMK’s nostalgic Karunanidhi videos struck an emotional chord.
- BJP memes in Gujarat ridiculed Rahul Gandhi’s leadership.
- AAP’s posters in Delhi highlighted welfare schemes with strong visual appeal.
However, even fake videos — like a fabricated Rahul Gandhi resignation clip — though viewed by only 9,000 people, can spark misinformation. With 76.32% adult literacy, rural India remains vulnerable to unverified viral content.
AI is transforming elections — but voters must stay alert
India’s embrace of AI in politics reflects a broader technological shift. From personalised messaging and deepfake endorsements to AI anchors and real-time translation, digital tools are now essential to winning elections.
But as Singh notes, “While AI makes campaigns more efficient and scalable, the risk of misinformation and declining public trust grows. The challenge now is balancing innovation with ethics.”
