Researcher Explains Growing Role of AI in Israeli Election Campaigns and Its Impact

Dr. Gal Yaavetz, a governance researcher at Bar-Ilan University specializing in information science and AI applications, discussed the increasing involvement of artificial intelligence in election campaigns. He emphasized that this is not a sudden revolution but an evolutionary process that has been developing over several years, starting with social media and fake news, advancing to AI-generated videos once accessible only to experts, and now becoming widely available to the public.

Yaavetz explained that AI-generated videos serve as a quick and resource-efficient platform for conveying messages and ideas in a rapidly changing political landscape, eliminating the need for studios or lengthy approvals. He noted that while most people can now recognize AI content, a segment of the population, particularly older and less media-literate individuals, remains susceptible to manipulation through such technology.

Regarding public reaction, Yaavetz said moderate use of AI can effectively transmit messages, but exaggerated or illogical content risks creating widespread distrust, as many people feel manipulated. He believes that most of the population has become somewhat immune to AI-driven messaging. On the question of whether AI use could harm a candidate's image, he said this remains unstudied but pointed to marketing and branding fields where excessive AI use has damaged reputations.

Yaavetz also acknowledged ongoing efforts by campaign managers to leverage AI innovations to surprise voters amid fierce competition among AI companies. He predicted that within two years, distinguishing reality from AI-generated content will become very difficult, ushering in a complex era of mixed media that challenges critical understanding. He stressed that individual responsibility is crucial since relying on state or corporate oversight mechanisms is unrealistic at this stage.