In 2024, politics will undergo a significant transformation due to the impact of AI, and it is crucial for voters to remain watchful.

Picture yourself waking up tomorrow and finding out that the MLB commissioner, Rob Manfeld, has implemented a new regulation in the beloved American sport: the use of all performance-enhancing drugs is now permitted.
Picture the challenges that baseball would face as players from all teams tested various drug combinations to gain the ultimate edge, resulting in enhanced strength, speed, and endurance.
The upcoming 2024 election cycle will witness the emergence of "performance-enhancing digital" due to the integration of artificial intelligence, which will bring about a significant transformation in politics.
Digital agencies and operatives from both political parties in America are currently conducting experiments with AI. It is uncertain what the results of these experiments will be, but the side that is able to utilize AI to its fullest potential will have an advantage.
To begin with, AI has exceptional potential to manage the vast amount of data generated by campaigns in the ocean of information.
Although there is a lot of excitement surrounding ChatGPT and other new AI tools that have been introduced recently, established companies such as Facebook, Google, and Trade Desk have been utilizing machine-learning tools to assist top agencies in completing their tasks for a long time.
According to a senator, AI has the ability to "manipulate" the American people.
Josh Hawley is a supporter of the idea that individuals should have the ability to take legal action against technology companies. The difficulty lies in understanding how to turn all the information into practical plans.
Up until now, artificial intelligence has encountered difficulties in performing that task.
Although AI technology is advanced, it cannot surpass the accuracy of human knowledge when taking into account various factors that contribute to a successful campaign, such as the fast-paced news cycle and responsible financial management. Therefore, it is recommended to use AI as a tool to speed up the implementation of ideas that have already been brainstormed and decided upon by politicians.
It is now possible to create copywriting for fundraising emails, captions for social media posts, and scripts for campaign videos with an unparalleled level of rapidity, customization, and variety.
Agencies should take into account the negative aspects before relying solely on AI for their production.
In my personal experience, I have observed that the output of AI often lacks a crucial quality that is difficult to perceive.
Our team refers to it as "soul," which pertains to the unique subtleties that contribute to genuineness, allowing us to establish a connection with voters.
Although we have developed various techniques to enhance the precision of AI, I am doubtful about relying too much on AI-generated content. This approach may result in unoriginal and generic messaging that could negatively impact audience perception and involvement.
By doing so, you are damaging your ability to raise funds as it makes your brand susceptible to being criticized as artificial and insincere.
According to a poll conducted by Fox News, voters have expressed their fear and concern towards AI, labeling it as "dangerous" and causing them to feel afraid. The main issue associated with AI is the potential for misinformation, deep fakes, and the creation of AI-generated imagery, which is causing the most concern.
Based on my personal observation, it is evident that distinguishing reality will soon become difficult, and in fact, it is already happening.
Two instances of imprisonment, namely Donald Trump and Vladimir Putin, serve as examples. From a practical standpoint, there is an ethical dilemma that arises: Is it ethical for a political agency to compose an email in a candidate's voice, sign their name, and send it to their supporters? However, if AI technology is utilized to create the candidate's script, imitate their voice, and overlay the words onto pre-existing footage without any visible disclaimers, the situation becomes more complicated. This is not a far-fetched idea as such tools are currently accessible.
In the field of politics, agencies and consultants usually adhere to a moral code, but the question remains as to where the boundaries lie.
As AI tools become more accessible and easy to use, anyone can quickly create and share deep fakes without any affiliation to a particular campaign.
Given this consideration, the significance of our ethical principles increases significantly.
It feels like a huge task to create an AI plane while it is already in the air.
However, it should be noted that artificial intelligence is not yet capable of independently managing campaigns.
Consider the sport of baseball: If all athletes began utilizing substances to enhance their performance, it would eventually become the standard.
The dominance of coaching, analysis, and players' natural abilities would remain unchanged.
My prediction for this election season is that the digital industry will heavily incorporate AI, but ultimately, the campaigns with experienced and creative teams will come out on top. Although AI has incredible potential and limitless possibilities, it still requires human guidance. Click here to receive the opinion newsletter.
The genuine advantage and victory in elections will still be achieved by humans.
The individuals in charge are currently trying to balance ethical concerns while still striving to achieve victory.
The field of politics is expected to become more chaotic.
It is anticipated that AI will cause the "October surprise" in this election cycle. However, there is still an opportunity for the worldwide population to prepare themselves against AI-generated communication.
As technology becomes more widespread and integrated into our daily routines, we can only anticipate that our ability to recognize artificial intelligence will also improve.
Hopefully, we will be quick enough to witness the uprising.
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