Discovering AI-driven purposeful political brand content to influence the voters’ attitude

Abstract

The convergence of generative artificial intelligence (AI) and political branding has revolutionized how political leaders and parties present themselves in democratic societies. With this rising human-tech partnership, the proliferation of AI-generated content, and the upcoming 2024 elections in economies like India, the United States, the European Union, and Russia, it is essential to understand how AI-generated content can potentially influence voters’ attitudes during the election season. While political parties are expanding beyond the digital content era, AI-generated content amplifies their reach to voters living in or outside the country. However, the role of AI-generated content in voter decision-making is still undefined, particularly for those living outside the country for employment or education. Therefore, this empirical study explores how AI-driven purposeful political content influences the attitude of voters residing in India and Indian expatriates living abroad. These expatriates are a subset of the Indian voting population, who have voting rights under section 20A of the Representation of the People Act, 1950 in India. Using a qualitative approach, the study conducts an in-depth exploration of participants’ narratives using qualitative interviews. It focuses on understanding how AI-generated content conveys political ideas, creates a brand image, and helps political parties gain a distinct political edge among the voters. The study’s findings confirm that AI-generated purposeful political content is a new frontier in political branding but is not entirely utilized by all political parties. However, progressive parties are using AI-generated content to increase the political participation of voters in India and Indian expatriates and create a pleasant political brand image worldwide.