Campaigning has always been as much about storytelling as it is about organisation. But over the past 18 months I’ve watched the machinery of British electoral politics absorb artificial intelligence in ways that feel both familiar and unnerving. From hyper-targeted social ads to AI-generated leaflets, campaigns are using toolkits that would have been science fiction a few years ago. As someone who follows politics and tech for a living, I want to map out how these tools are changing the game — and what voters should look out for as we head into the next general election.
Where AI is already embedded in campaigns
AI isn’t just one thing. It’s a collection of techniques — natural language processing, image generation, predictive analytics — that campaigns are stitching into everyday tasks. Here are the places I see it most frequently:
Microtargeting and voter segmentation: Campaign teams are using machine-learning models to predict which voters are persuadable, which will turn out, and what messaging will move them. Platforms like Meta and programmatic ad-buying tools feed models with behavioural signals to optimise ad spend.Content generation: From policy explainers to social posts and email subject lines, tools such as OpenAI’s models or other commercial copywriters are being used to draft and A/B test content at scale.Deepfakes and synthetic media: Video and audio synthesis tools are increasingly accessible. While high-quality deepfakes still require expertise, AI-assisted editing and voice-cloning can produce plausible material quickly.Chatbots and voter engagement: Parties and candidates are deploying chatbots on messaging apps to answer FAQs, book canvassing appointments, and deliver tailored messages based on user inputs.Campaign operations: AI helps optimise canvassing routes, fundraising appeals, and even volunteer matching — saving time and directing resources where they matter most.Why this feels different from past technological shifts
New tech has always reshaped campaigning — from radio to television to social media. But AI introduces two amplifying features that set it apart.
Scale without proportional cost: Tools that would have required large creative teams are now affordable. A small local campaign can produce hundreds of micro-targeted creatives overnight.Speed and iteration: Models allow rapid testing and iteration. Messages can be refined in near real-time based on performance, meaning campaigns can adapt faster than traditional media cycles.Those strengths are also risks. Speed amplifies mistakes, and small teams might inadvertently deploy content that’s misleading or invasive without robust oversight.
What voters should worry about — and what to be sceptical of
As a reader, here are practical red flags I recommend paying attention to:
Highly personalised political ads: If an ad seems tailored to you in a way that reveals unusually specific knowledge of your life or views, that’s microtargeting at work. Ask: is this information publicly available, or has my data been stitched together?Overly polished but context-free content: AI can produce slick infographics or short videos that look authoritative. Verify claims through reputable outlets or fact-checkers before sharing.Audio or video that seems “off”: Slightly odd mouth movements, unnatural pauses, or inconsistent background noise can signal synthetic media. When in doubt, seek the original source.WhatsApp chains and private messaging: AI-driven persuasion can be harder to track in closed messaging apps. Treat viral claims in private groups with the same scepticism as public posts.How campaigns are using AI responsibly — and what that looks like
Not all AI in politics is malicious. I’ve seen productive, ethical use cases that can enhance democratic engagement.
Accessibility: Automated captioning and summarisation tools help make manifestos and debates more accessible for people with disabilities or limited time.Voter education: Chatbots can answer straightforward administrative questions — how to register, where to vote — reducing friction for first-time voters.Operational efficiency: AI-optimised canvass routing means volunteers can reach more households and waste less time travelling, which often increases turnout.Responsible deployments typically include human oversight, transparency about automated systems, and privacy-preserving data practices. Those are the standards I hope more teams adopt.
Regulation, transparency and the need for public standards
One thing is clear: the regulatory landscape is trying to catch up. The UK’s existing electoral laws were not written with synthetic media or real-time microtargeting in mind. From conversations with campaign directors and privacy experts, a few practical interventions recur:
Transparency requirements for political ads: Clear labelling of AI-generated content and disclosures about targeting criteria would help voters understand why they’re seeing certain ads.Limits on using certain personal data: Prohibiting the use of sensitive or non-consensual datasets (like health or biometric data) for political targeting should be a baseline.Auditability: Campaigns should be able to demonstrate how automated decisions are made — which models were used, what data fed them, and who authorised outputs.Platform responsibility: Social platforms must invest in detection tools and swift takedown processes for harmful synthetic content, while preserving legitimate political discourse.Practical tips for journalists and fact‑checkers
I’ve leaned on a few routines in my reporting that help manage AI’s risks:
Ask for raw sources: When a campaign shares a clip or quote, ask for the original file or a link to the source material.Use reverse image and audio search: Tools now exist to trace where an image or audio segment first appeared. Use them as a first line of defence.Be sceptical of “too perfect” messaging: If a piece of content fits a campaign’s narrative too neatly without attribution or verifiable sources, probe further.Report provenance: When you publish, explain how you verified content. That builds audience trust and inoculates readers against manipulation.What I’ll be watching in the coming months
As polling firms, parties and platforms refine their AI playbooks, I’ll be watching for a few key indicators:
Whether parties publish AI use policies publicly;Incidents of synthetic media being used to mislead voters and how rapidly platforms respond;Regulatory moves from the Electoral Commission and government that clarify what's allowed; andExamples where AI measurably increased turnout or improved voter access.AI is not a magic wand for winning elections, but it is a powerful amplifier. Campaigns that pair technology with ethical guardrails, transparent practice and human judgment will be best placed to navigate the next general election. For the rest of us — voters, journalists and watchdogs — vigilance and media literacy will be the most effective counterbalance.
