AI Technology Plays Key Role in Elections in Tamil Nadu, Kerala, Assam, and West Bengal

India's Elections Go AI-Driven as Parties Leverage Technology for Personalized Campaigns

India's electoral landscape is witnessing a significant shift as artificial intelligence (AI) plays an increasingly crucial role in shaping the country's elections. Political parties are setting up dedicated AI teams and integrating the technology deep into their campaign machinery, transforming the way they communicate with voters.

A New Era in Campaigning

In Tamil Nadu, Kerala, Assam, West Bengal, and Puducherry, AI is being used not just to expand reach but to personalize and localize messaging at scale. This has led to the creation of highly localized content, often tailored to specific villages or issues. For instance, in a single village in Villupuram district, campaign messages are framed as if they come directly from leaders like Stalin, Vijay, or Edappadi Palaniswami, even when addressing very specific local issues.

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AI-Powered Campaigns

Political campaigns have always been about communication, but AI is redefining both the speed and scale at which that communication happens. AI tools like Claude and OpenAI are being used to generate content, translate, and create visuals. Tools like ElevenLabs and Suno AI are being used to localize speeches, especially when leaders are not fluent in regional languages. This has resulted in sharper, more tailored, and increasingly immersive campaign content.

From Static Posters to Engaging Narratives

The shift is evident in how campaign material has evolved. Posters and pamphlets generated using AI by political parties are now more engaging and hold people's attention longer. AI is enabling campaigns to move beyond static messaging into dynamic storytelling, with videos featuring lifelike avatars, synchronized speech, and contextual narratives that resonate more deeply with voters.

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Hyperlocal, Hyper Personal Campaigns

Perhaps the most striking shift is how sharply political messaging is being localized, often down to the level of a single village or issue. Campaign content is often framed as if it comes directly from leaders, even when addressing very specific local issues. This level of localisation is increasingly being powered by AI, which allows campaigns to scale personalisation without losing contextual relevance.

Tamil Nadu's AI-First Political Experiments

The DMK, which has always approached governance with a science-based mindset, is integrating AI across multiple layers of its operations. The party is using AI for content creation, translation, data analysis, automation, feedback processing, and communication. The most notable initiative is tnmanifesto.ai, an AI-powered platform launched by Chief Minister MK Stalin, which crowdsources public suggestions through phone, WhatsApp, and web.

Controversies Galore

However, these experiments have not been without controversy. A widely circulated video appeared to recreate Annadurai's voice using AI, depicting him as endorsing Vijay. The DMK responded with its own AI-backed messaging, including a video featuring Chief Minister MK Stalin's voice referencing the ideals of Periyar.

Kerala's Mix of AI, AR, and Gamification

Kerala has witnessed a different kind of experimentation, combining AI with augmented and virtual reality. P Rajeeve, CPM leader and Kerala Minister, said that Vision 2031 for the Kalamassery constituency was developed using AR and VR tools. AI has also been used for campaign posters, while drones displaying party symbols have drawn attention.

The Dark Side of Synthetic Politics

Even as AI enhances engagement, it is also amplifying risks. There are growing concerns around misuse, with some leaders using AI-generated videos to spread misinformation. Speeches are edited or synthetically created to make it appear as though a leader said something on stage, and these clips are then circulated across social media and influencer networks.

Regulation Struggles to Keep Pace

The Election Commission of India has issued guidelines requiring political parties to label synthetic or AI-generated content. However, implementation remains inconsistent, with many AI-generated videos and messages continuing to circulate without proper labelling.

The Road Ahead

Despite the concerns, political actors across the spectrum agree that AI is here to stay. Parties are committed to using AI responsibly with transparency and ethical safeguards. However, the technology cuts both ways, and there is a need to ensure that it does not cross the line. As one source acknowledged, "This election can be called an AI-led election, but with that comes the responsibility to ensure it does not cross the line."