AI Campaigns Target Voters on Meta Platforms, Study Finds
Translated & summarized from Globes by baba
Political parties are concentrating their AI-driven campaign efforts on Meta's Facebook and Instagram platforms, targeting older and traditionally engaged voters. Platforms like X and TikTok are being used less, as campaigns prioritize cost-effective static image and text content over complex video production. Examples include the Likud's fear-based propaganda and the Democratic party's positive, animated messaging, showcasing contrasting AI strategies.
The story in 6 lines · by baba
- AI-generated political content is most prevalent on Facebook (33%) and Instagram (29%), targeting older voters.
- X (formerly Twitter) accounts for 21% and TikTok only 17% of AI election content.
- Campaigns favor platforms supporting cheaper static images over costly video production.
- The Likud used AI for fear-based propaganda depicting hospital staff as Hamas operatives.
- The Democratic party used AI for animated videos promoting liberal values and same-sex marriage.
- The analysis comes from the "It's in AI" project by the Open University.
Political parties are primarily leveraging artificial intelligence tools on Meta's platforms, Facebook and Instagram, to influence voters, according to a new analysis. Facebook accounts for 33% of AI-generated election content, with Instagram close behind at 29%. This focus suggests campaigns are targeting older demographics and traditionally politically engaged users.
Platforms characterized by faster dynamics and younger audiences, such as X (formerly Twitter) and TikTok, show lower AI content engagement. X hosts 21% of AI-generated posts, while TikTok accounts for only 17%. This distribution indicates a strategic preference for platforms that efficiently support static images and text-based posts, which are cheaper and easier to produce with AI than full-motion video content required by TikTok.
The study highlights two distinct uses of AI in campaign messaging. The Likud party utilized AI to create a fear-based propaganda video depicting hospital staff and patients as Hamas operatives, warning against political cooperation with Mansour Abbas. This aimed to translate an abstract political message into a frightening, emotionally charged visual.
In contrast, the Democratic party employed AI for a positive campaign strategy, generating animated fruit characters for a wedding scene promoting liberal values like equality and same-sex marriage. This approach uses AI to create a soft, humorous, and inviting visual language, particularly aimed at a younger TikTok audience.
The research was conducted in collaboration with "It's in AI," a project by the Open University aimed at increasing transparency in the use of AI in election campaigns. The study is funded by the Meir Shamgar Center for Digital Law and Innovation and the Edmond J. Safra Center for Ethics at Tel Aviv University, with support from The Bright Initiative of Bright Data.
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