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I took a different spin on this topic when I showed how deepfakes backfired on Trump with his big Taylor Swift blowout: "AI-Generated Images Were Supposed to Manipulate, But They Did the Opposite." I had a grand 'ol time generating images of Donald Trump and Taylor Swift. (Seriously, I found that way too amusing. I do wonder for my mental health sometimes.)
But, after writing over a dozen articles on election disinformation tactics in elections- and an election result that I'm struggling to digest like a spicy meal burning from the inside out- I can’t help but wonder: just how far did AI’s influence really reach?
What Role Did AI Ultimately Play In Our Elections?
With mixed evidence emerging, it appears that while AI played a significant role, its impact may not have been as monolithic as initially feared. Here’s a closer look at AI’s true effects on polarization, targeted messaging, and voter sentiment in one of the most closely-watched elections in recent history.
Microtargeting with AI: The Power and Peril of Precision
AI’s capabilities for microtargeting, powered by psychographic profiling, allowed campaigns to deliver highly tailored messages to specific demographic groups. Data analytics enabled campaigns to segment audiences and reach them with messaging uniquely attuned to their concerns and identities.
For instance, reports showed that PACs funded by Musk-backed groups used sophisticated microtargeting to present contrasting messages to Jewish and Muslim communities in key swing states. In Michigan, where there are significant Muslim populations, ads portrayed Vice President Kamala Harris as closely aligned with pro-Israel views. Conversely, in Pennsylvania, Jewish voters received ads suggesting Harris was anti-Israel. According to Digiday, AI-assisted ad strategy enabled these dual narratives by segmenting voters with incredible precision, creating the perception of personalized attention to each group’s specific concerns.
AI’s Role in Shaping Sentiment on Social Media: The X Factor
One of the most debated aspects of AI’s influence was its role on X (formerly Twitter), where changes in content moderation have led to a platform more tolerant of divisive and at times, unverified information. Under Elon Musk’s ownership, X saw a marked increase in AI-generated and conspiratorial content, some of which leveraged AI’s ability to amplify sensationalist narratives that tend to reinforce existing beliefs. According to The Verge: "Elon Musk created a special system for showing you all his tweets first." This change came about after his Super Bowl tweet did worse numbers than President Biden's, so he ordered the engineers to make major changes to the algorithm.
However, some experts argue that this impact was overstated. A Time article suggested that while AI algorithms contributed to creating echo chambers, the level of polarization attributed to AI alone may be exaggerated. In truth, longstanding social media behaviors—amplified by AI algorithms optimized for engagement—may have played a more modest role in amplifying divides than anticipated. Although AI certainly contributed to content curation, many believe that platform design and user preferences are as responsible for echo chambers as the algorithms themselves.
The Power of Manipulative Campaign Tactics
In 2024, AI-driven campaigns demonstrated how targeted messaging can tap into specific demographic concerns and leverage emotionally charged issues to shape voter perceptions. By analyzing psychographic data, campaigns tailored messages to resonate deeply with voters’ personal beliefs and concerns, focusing on key issues that were likely to elicit strong emotional responses.
According to Digiday and other sources, political action committees (PACs) funded by Elon high-profile donors employed AI to microtarget groups with contrasting messages. For instance, in some regions, messages emphasized candidates' stances on issues sensitive to specific cultural or religious communities. These tactics illustrate how AI can make campaigns feel personal and direct, potentially deepening voters' engagement—or mistrust—by framing political issues in ways that speak directly to their identities and anxieties.
Fusemachines’ analysis highlights that while AI did not necessarily create new divisions, it amplified existing ones by magnifying the most sensitive issues. This ability to pinpoint voter concerns so accurately underscores the power of AI as both a tool for engagement and, potentially, for manipulation in political discourse.
Was AI’s Role in Voter Polarization Overstated?
Despite the concerns, some analyses suggest that AI’s influence on polarization and voter manipulation was less severe than feared. The Time article on AI and the 2024 election argues that while AI made some campaigns more efficient and allowed for sophisticated data-driven messaging, its overall effect was not as dystopian as predicted. Many voters recognized AI-driven ads and took them with a grain of skepticism, aware that such microtargeting was at play. This growing voter awareness reflects a more informed electorate that is becoming increasingly adept at discerning AI’s role in political messaging.
Ethical Concerns and the Need for Responsible AI Use in Politics
While AI’s role may have been more nuanced, ethical concerns remain. The strategy of targeting different groups with contrasting messages risks manipulating emotions and exploiting divisions. Even if AI didn’t single-handedly deepen divides, the use of its tools without clear ethical guidelines raises questions about transparency and accountability.
Final Thoughts: : Navigating AI’s Role in Future Elections
The 2024 election underscored AI’s potential to personalize, target, and engage voters, but it also revealed the limitations and complexities of attributing polarization solely to technology. AI may have enhanced some divisive tactics, but the roots of polarization remain multifaceted, rooted in longstanding social and political divides. Going forward, both voters and policymakers must advocate for responsible AI use, creating a future where technology enhances democratic discourse without compromising its integrity.
I'm a retired educator and freelance writer who loves researching AI and sharing what I've learned.
Whether you’re trotting to work, walking your human, or lounging in your den, this podcast helps you learn something new everyday about AI.
Hosted by an intriguing pack of AI personalities (and me, your friendly human editor), my goal is to break down topics related to AI and make them interesting and understandable. Welcome to the Wolf Pack!
Whether you’re trotting to work, walking your human, or lounging in your den, this podcast helps you learn something new everyday about AI.
Hosted by an intriguing pack of AI personalities (and me, your friendly human editor), my goal is to break down topics related to AI and make them interesting and understandable. Welcome to the Wolf Pack!
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