Deepfakes? In India vote, AI positive for democracy

As India concluded the world’s largest election on June 5, 2024, with over 640 million votes counted, observers could assess how the various parties and factions used artificial intelligence technologies – and what lessons that holds for the rest of the world.

The campaigns made extensive use of AI, including deepfake impersonations of candidates, celebrities and dead politicians. By some estimates, millions of Indian voters viewed deepfakes.

But, despite fears of widespread disinformation, for the most part the campaigns, candidates and activists used AI constructively in the election. They used AI for typical political activities, including mudslinging, but primarily to better connect with voters.

Deepfakes without the deception

Political parties in India spent an estimated US$50 million on authorized AI-generated content for targeted communication with their constituencies this election cycle. And it was largely successful.

Indian political strategists have long recognized the influence of personality and emotion on their constituents, and they started using AI to bolster their messaging. Young and upcoming AI companies like The Indian Deepfaker, which started out serving the entertainment industry, quickly responded to this growing demand for AI-generated campaign material.

In January, Muthuvel Karunanidhi, who was chief minister of the southern state of Tamil Nadu for two decades, appeared via video at his party’s youth wing conference. He wore his signature yellow scarf, white shirt, dark glasses and had his familiar stance – head slightly bent sideways. But Karunanidhi died in 2018. His party authorized the deepfake. Deepfake technology brought a dead politician into the Indian election campaign.

In February, the