Australia’s Liberal Party has entered new territory by launching the nation’s first political advertisement generated entirely through artificial intelligence (AI). While the ad is set to air exclusively in Canberra, its significance could ripple across the country with a federal election on the horizon.
The ad, created by Topham Guerin, the agency known for its role in Scott Morrison’s 2019 election campaign, utilizes AI to depict the Australian Capital Territory (ACT) Chief Minister, Andrew Barr. In a highly strategic move, the AI-generated commercial portrays Barr through deepfake video technology, highlighting dissatisfaction with his leadership.
The ad’s voiceover, also generated by AI, narrates the frustrations: “Every time it is time to vote, Bob votes for the same party. After 20 years of broken promises, we’re not happy, Andrew.” This creative use of AI marks a significant step in Australian political advertising, where such tactics have largely been uncharted.
AI in Political Advertising: A New Frontier
Although Australia has not seen widespread AI use in political campaigns before, the Liberal Party’s move may signal a turning point in election strategies. Until now, AI-generated political ads in the country have mostly been restricted to social media. The most notable prior instance was a low-quality deepfake video shared by the Liberal National Party of Queensland. This video, which depicted Queensland Premier Steven Miles dancing, sparked widespread criticism and raised concerns about the role of AI in politics.
Miles himself voiced apprehension over the use of AI in the political sphere, describing it as a “dangerous turning point.” While acknowledging that the individual video may seem relatively harmless, he warned that it represents a broader, more troubling trend. “This individual video might be harmless enough, but it represents a turning point… a pretty dangerous turning point,” he told reporters.
Global Perspectives on AI in Politics
Australia is not alone in grappling with the implications of AI in political advertising. In South Korea, the stakes are particularly high, as creating and using deepfake images or videos to sway an election can result in a prison sentence of up to seven years. This stark contrast highlights how different nations are approaching the regulation of AI in their political processes.
While Australia has yet to impose stringent regulations on AI in political advertising, the debate is gaining momentum. The use of deepfake technology, in particular, has raised concerns about the potential for misinformation and manipulation in the political arena. Critics argue that AI-generated content, especially when used in political campaigns, can blur the lines between truth and fiction, leaving voters vulnerable to manipulation.
The Push for Regulatory Change
As Australia approaches its next federal election, calls for tighter regulations around AI in political advertising are growing. Independent Senator David Pocock has been a vocal advocate for addressing this issue, warning that the unchecked use of AI in politics poses a serious threat to the democratic process. “I think we should be taking this threat very seriously,” he stated. “My concern is that the government and the parliament is asleep at the wheel.”
Pocock’s concerns reflect a broader unease among some politicians who believe that the federal government has been slow to respond to the rapidly evolving technology. While the government is reportedly considering changes to electoral advertising laws, time is running out as the next election draws near. The lack of clear regulations has created an environment where political parties are free to experiment with AI, potentially setting the stage for more widespread use in the future.
The Ethical Debate
The ethical implications of AI in political advertising extend beyond the immediate concerns of misinformation. Some argue that the use of deepfake technology in politics could erode public trust in political institutions. If voters are unable to distinguish between genuine political messages and AI-generated content, it could undermine the credibility of the entire electoral process. Others, however, contend that AI offers new opportunities for creativity and innovation in political campaigns, as long as its use is transparent and regulated.
Looking Ahead
As Australia enters uncharted territory with AI-driven political advertising, the debate over how to regulate this emerging technology will likely intensify. With a federal election on the horizon and politicians like Pocock calling for immediate action, the country faces a critical decision on how to balance technological innovation with the need to protect the integrity of its democratic processes.
In the coming months, it remains to be seen whether Australia will follow the lead of countries like South Korea in imposing strict regulations or whether the use of AI in politics will continue to evolve in a largely unregulated environment. One thing is clear: the integration of AI into political campaigns has already begun, and its impact could reshape the future of Australian elections.
