This report titled, ‘AI-Powered Campaigns: Engaging with Lok Sabha 2024 Contestants’,
released by the Institute for Governance, Policies & Politics (IGPP) aims to explore the
role of Artificial Intelligence (AI) in electoral processes, particularly in the context of the
2024 Lok Sabha elections in India from the perspective of candidates contesting Lok
Sabha elections. By engaging directly with 112 candidates through our initiative, ‘AI and
Your Electoral Fortune’, we were provided with invaluable insights and experiences. The
study offered a perspective on the state of AI applications, as well as challenges and
opportunities in elections and campaigns in India. The primary objective is to examine
perception and use of AI in reshaping the landscape of political campaigns in India.
Our virtual interactions with candidates from diverse background shed light on some
hidden realities of the popular narratives on the use of AI. Contrary to the prevalent
discourse suggesting that AI would take over this election, these interactions highlighted
that AI did not have as significant impact and that its impact varied significantly across
demographics and regions. Candidates reported using AI to enhance voter engagement
through hyper-personalised outreach, data-driven decisions, and optimised campaign
strategies. However, they also expressed concerns about AI’s potential for voter
manipulation, misinformation and the creation of synthetic media like deepfake videos.
During the interactions, it was observed that the impact and use of AI in campaigns by
candidates is uneven and largely dependent on demographic factors and available
resources. The digital divide, particularly evident in capital-intensive election campaigns,
present significant challenges. Additional obstacles identified include the lack of quality
voters’ data, inadequate female participation, infrastructure and financial constraints.
There is also noted lack of awareness among stakeholders about the AI, its potential
misuses, and opportunities, which further exacerbates confusion and chaos, significantly
undermining trust in the electoral processes.
Objectives
1. TO RAISE AWARENESS OF AI'S POTENTIALS AND PERILS IN ELECTIONS:
2. TO UNDERSTAND CANDIDATES' PERCEPTION OF AI:
3. TO PROMOTE RESPONSIBLE AI USAGE IN ELECTIONS AND CAMPAIGNS
4. TO ENCOURAGE ETHICAL PRACTICES
5. TO FACILITATE DISCUSSION ON AI’S USE IN ELECTIONS ANDCAMPAIGNS
This study is crucial in identifying the trends and patterns of technology- driven
elections. It underscores the necessity of implementing training programs for candidates
and political parties on responsible use of AI in campaigns and elections. It calls for the
government to establish clear guidelines and regulations to ensure ethical use of AI in
elections.
The insights provided by the Lok Sabha candidates offer a valuable glimpse into the
future of political campaigning in India, where technology and human ingenuity
converge to shape a more informed and engaged electorate. The Institute for
Governance, Policies and Politics hopes this study serves as a catalyst for further
discussion, innovation, and policy development regarding deployment of AI in
political campaigns.
