AI-Generated Images, Audio, Video Used In Election Campaigns Must Carry Clear Labels, ECI Mandates
Chief Election Commissioner Rajiv Kumar has directed authorities to remain vigilant against misinformation, especially instances that could undermine trust in the electoral process.
The Election Commission of India (ECI) has emphasized the need for responsible application of artificial intelligence (AI) in political campaigns. Issuing an advisory to political parties, the ECI has urged them to disclose and clearly label AI-generated content, promoting accountability and transparency.
New AI Norms For Campaign Content
As reported by ANI, the advisory mandates that any images, videos, audio, or other materials created or significantly altered using AI must be labelled as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.” This requirement extends to campaign advertisements and promotional materials, ensuring that voters are informed about the origins of campaign content.
Advisory by the Election Commission introduced labelling and disclosure norms requiring parties to clearly label any images, videos, audio or other materials generated or significantly altered by AI technologies with a notation such as “AI-Generated” / “Digitally Enhanced”/”…
— ANI (@ANI) January 16, 2025
Chief Election Commissioner Rajiv Kumar has directed authorities to remain vigilant against misinformation, especially instances that could undermine trust in the electoral process. He also called on political parties to uphold dignity and decorum during campaigns.
How AI Is Changing Campaigns
AI is increasingly shaping electoral strategies, from analysing voter behaviour to predicting election outcomes. Algorithms can help political parties tailor campaign messages by studying vast datasets, including voter demographics and social media trends. Predictive analytics enable parties to allocate resources effectively, focusing on key constituencies.
In voter engagement, AI-powered tools such as chatbots enhance interaction by addressing voter queries, sharing candidate information, and encouraging turnout. Additionally, AI systems bolster election security by detecting anomalies and preventing fraud, as demonstrated in Bihar's 2021 panchayat elections, where AI-based video analytics ensured transparency in vote counting.
Challenges, Ethical Concerns
Despite its benefits, the use of AI in elections poses significant risks. Generative AI can spread disinformation, create deepfakes, and inundate voters with targeted propaganda. The manipulation of electoral behaviour through personalised messaging threatens democratic integrity, echoing controversies like the Cambridge Analytica scandal.
AI's ability to micro-target voters, customise campaigns in regional languages, and disseminate false information has raised alarms. A lack of robust fact-checking mechanisms by social media platforms further exacerbates the problem.
Moreover, concerns about AI's reliability and ethical implications persist. Inaccurate outputs and biases in AI models can lead to discrimination, while the resource gap between major and regional political parties risks disrupting electoral fairness.
The ECI’s advisory highlights the dual-edged nature of AI in elections — while offering opportunities for innovation and efficiency, it demands stringent regulation to safeguard democratic values. As AI continues to evolve, fostering transparency, fairness, and ethical use remains a critical challenge for the electoral landscape.
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