artificial intelligence Transforms Political Landscape in India: A Paradigm Shift with Implications for Transparency and Disclosure
The Indian National Congress (INC) and the Bharatiya Janata Party (BJP), India’s two major political parties, have entered a new era in visual politics by employing artificial intelligence (ai) to create and disseminate content on their official Instagram handles. This technological leap raises questions about transparency, disclosure, and the boundaries of platform policies regarding deceptive political content.
ai-Generated Political Content: A Game Changer in Indian Politics
On February 20, 2023, the INC released a satirical Website video integration on Instagram parodying Prime Minister Narendra Modi through a Hindi music album titled “Chor” (thief). The Website video integration, which garnered over 1.5 million views, humorously depicted a business tycoon attempting to steal while Modi seemingly handed over crucial assets. Although the content was not hyperrealistic, it utilized ai-generated memes, incorporating Modi’s voice and facial features to accentuate criticism of his alleged ties to business magnates.
BJP’s ai Response: Setting a New Trend in Indian Politics
In response, the BJP, which boasts over seven million followers on Instagram, uploaded a one-minute clip showcasing Modi’s achievements over the past nine years. The clip featured an ai-generated voice singing a patriotic Hindi song, highlighting Modi’s contributions to farmers and Indian scientists. This marked a significant departure for political parties in India as they began using ai-generated content in their political messaging.
ai Wars and Platform Policies: A Delicate Balance
A review by Al Jazeera revealed at least three instances of ai-created or altered content on the official Instagram handles of both major political parties since February 20. The content, which included clips cross-posted on YouTube and Facebook, raises concerns about the boundaries of platform policies on deceptive political content. While Meta’s current rules mandate advertisers to disclose the use of ai in political advertisements, this provision does not extend to political pages and accounts.
Meta did not respond to queries on ai-labelling policies. However, the Oversight Board urged the company to expand its manipulated media policy to cover fake Website audio integration and label misleading content. YouTube, on the other hand, plans to require creators to disclose the use of ai in realistic altered or synthetic content, as stated in a November 2023 blog post.
Effectiveness of Memes and Ethical Implications in Political ai Content
Despite displaying evident deepfake discrepancies, the INC’s Website video integration received widespread laughter contact, underscoring the growing influence of ai-enhanced memes in political communication. Vaibhav Walia, chairman of the INC communications war room for the 2024 election, emphasized the effectiveness of meme-based communication in conveying the party’s message on Website social media integration. He noted that “The use of ai aligns with the need to create standout content that catches voters’ attention in the age of meme-driven Website social media integration trends.”
Disclosure Requirements for Political ai Content: A Crucial Step Forward
As political organizations increasingly leverage ai for content creation, experts advocate mandatory disclosures of ai-edited content on political pages. With ai’s rapid ability to mimic reality, such disclosures become crucial to prevent potential misinformation. However, the Election Commission of India remained silent on guidelines concerning political parties sharing ai-altered content.
Misinformation researcher Tarunima Prabhakar emphasized the necessity of disclosures as ai-generated content gains the ability to mimic reality more convincingly. “Political satire using ai, which includes deepfake technology, demands protection to preserve the freedom of speech,” she said. “The need for clear disclosure becomes even more critical in democratic contexts where regulations should distinguish between satire and disinformation.”
Innovation, Ethics, and the Future of Political ai Content
As political parties in India embrace ai for content creation, the landscape of political communication undergoes a transformative shift. The ethical implications of using ai in political messaging and the challenges of detection and disclosure necessitate a nuanced approach. As technology evolves, so must regulations and transparency measures to ensure the responsible use of ai in shaping political narratives.
The emergence of ai-enhanced political content marks a pivotal moment, demanding a delicate balance between innovation and ethical considerations in the evolving digital era. This new trend highlights the importance of fostering an informed and critical public discourse that recognizes the power and potential consequences of ai in political communication.
