Artificial intelligence is no longer just a buzzword in tech circles—it's now front and center in the world of political campaigning. Recently, a local campaign ad in California’s 40th congressional district made headlines not for its message, but for its method: every person in the ad was generated by AI. This bold move has ignited a national conversation about the future of elections and the urgent need for new rules in the digital age.
The ad, created by art dealer and congressional candidate Esther Kim Varet, featured three direct-to-camera testimonials. But none of the people were real. Instead, they were digital creations, openly acknowledged as such in the ad itself. Kim Varet’s intention wasn’t to deceive, but to highlight the growing influence—and potential dangers—of synthetic media in politics.
A New Era of Campaigning
The story behind the ad is as modern as it gets. During a family road trip, Kim Varet’s husband suggested using the latest AI technology to create a campaign video. In just 30 minutes, using only a phone and a laptop, the ad was born. What would have cost hundreds of thousands of dollars and weeks of production was accomplished in less than an hour.
This democratization of campaign tools could be a game-changer, especially for younger or less-funded candidates. As Kim Varet points out, AI can help level the playing field, making it possible for more voices to be heard without the backing of big donors. But with this new power comes new responsibility—and risk.
The Double-Edged Sword of AI in Politics
While the ad’s ingenuity has been praised, it also raises pressing questions. How will voters know what’s real and what’s not? Annette Zimmerman, a professor at the University of Wisconsin, Madison, warns that today’s AI models can create content that is both highly persuasive and nearly impossible to distinguish from reality. For the average voter, separating fact from fiction could become a daunting task.
The potential for misuse is significant. AI-generated ads could be used to spread misinformation, manipulate public opinion, or even impersonate real people without their consent. This isn’t just a theoretical concern—lawmakers are already taking notice.
Regulation: Lagging Behind Technology
Despite the growing influence of AI, Congress has yet to pass meaningful regulation. A bipartisan group has introduced the Protect Elections from Deceptive AI Act, aiming to safeguard voters from being misled and to protect individuals’ likenesses from unauthorized use. However, the bill has stalled, and broader legislative efforts remain in limbo.
Complicating matters further, recent federal proposals could restrict states from enacting their own AI regulations for a decade, sparking controversy among lawmakers who fear a regulatory vacuum. As Professor Zimmerman notes, even piecemeal state-level action is better than none, but a comprehensive federal framework is urgently needed.
What Can Voters Do?
In this rapidly evolving landscape, voters must become more vigilant. Here are a few actionable tips:
- Verify sources: Always check the origin of political content, especially if it seems sensational or too good to be true.
- Stay informed: Follow trusted news outlets and fact-checking organizations.
- Be skeptical: If a video or testimonial feels off, it might be AI-generated. Look for disclosures or third-party verification.
- Advocate for transparency: Support candidates and policies that promote clear labeling of AI-generated content.
Looking Ahead
As the 2026 election approaches, the use of AI in political campaigns is set to increase. The way candidates choose to use—and disclose—AI may become a litmus test for their transparency and integrity. While technology races ahead, it’s up to lawmakers, voters, and the tech industry to ensure that democracy keeps pace.
Key Takeaways:
- AI-generated ads are making political campaigning faster, cheaper, and more accessible.
- The technology poses risks of misinformation and voter manipulation.
- Regulation is lagging, with both federal and state efforts facing challenges.
- Voters should stay informed and advocate for transparency in political messaging.
- The future of elections will depend on how responsibly AI is used—and regulated.