Senthil Nayagam, founder of the Indian start-up Muonium, has leveraged generative artificial intelligence (AI) to produce high-quality videos. During India’s 2024 election season, Nayagam’s company has ventured into political content creation using AI, resurrecting popular politicians who have long since passed away. These AI-generated videos feature notable figures such as M. Karunanidhi, former Chief Minister of Tamil Nadu, and former Prime Ministers Indira Gandhi, Rajiv Gandhi, Narasimha Rao, and Atal Bihari Vajpayee.
“We are using AI, but we are doing it with good intentions,” Nayagam emphasized to DW. “We don’t want to misuse the technology or create deepfakes.”
The Perils of Deepfakes in Political Campaigns
Historically, Indian elections have been rife with disinformation, and the current election season sees an elevated risk due to AI’s capabilities. Prior to the elections in April, millions of AI-generated voice messages were disseminated to voters across India. In neighboring Pakistan, former Prime Minister Imran Khan utilized an AI-generated voice message to address his supporters from jail last year.
Concerns have been raised about the potential misuse of AI in an already polarized political environment. Political strategist Sagar Vishnoi has been exploring the intersection of AI and politics. His first foray into AI-driven campaigning was in 2020 with BJP politician Manoj Tiwari. Vishnoi recounted to DW how they converted Tiwari’s Hindi speech into messages in Haryanvi and English. While the feedback was largely positive, some suggested that such content should carry disclaimers or watermarks to indicate it was synthetic.
To address these concerns, Vishnoi, Nayagam, and other AI political content creators have agreed not to accept “unethical requests” from any political parties. “Whatever content we generate using AI, we will clearly mention whether it’s audio, video, or images. We will also not take up any unethical requests, especially with the elections underway,” Vishnoi stated.
The AI-Powered Future of Political Communication
The role of AI in political communication is set to expand, with significant implications for voter engagement and decision-making. Harpreet Dhody, an Indian strategic communication expert and former government media advisor, noted AI’s potential for enhancing campaigning and voter awareness, potentially leading to higher voter turnout. However, Dhody also stressed the need for regulation: “To ensure the ethical use of AI in politics, regulations should focus on transparency, accountability, privacy, consent, and fairness. The future of AI in politics is promising, but it must be navigated carefully to maintain the integrity of the democratic process.”
Legal and Ethical Challenges
Instances of deepfakes featuring Bollywood actors Ranveer Singh and Aamir Khan making political statements have highlighted the legal and ethical challenges of AI content. Despite Singh filing a police report, experts point to the absence of clear regulations regarding AI content. Dhody mentioned that while there is no specific legislation in India explicitly banning deepfakes, the misuse of such technology, particularly for sexually explicit material, could fall under the Information Technology Act 2000, which addresses the publication or transmission of obscene material electronically.
Earlier this month, a petition was filed in the Delhi High Court seeking guidelines and regulations from the Election Commission of India on the use of AI-generated content during elections. In April, two individuals from the opposition Aam Aadmi Party (AAP) and the Congress party were arrested after Prime Minister Narendra Modi raised concerns about a doctored video of Home Minister Amit Shah. The ruling Bharatiya Janata Party (BJP) has also faced similar accusations from opposition parties.
Navigating the AI-Driven Political Landscape
AI content creators, working for both ruling and opposition parties, are striving to balance innovation with ethical responsibility. The future of AI in political communication holds immense potential but requires careful regulation and ethical considerations to safeguard the democratic process. As AI continues to evolve, its impact on politics will undoubtedly grow, making it imperative to establish clear guidelines and accountability measures to prevent misuse and ensure transparency.
