AI’s Deepfake Revolution in Indian Elections: Breathing New Life into Politics
In the bustling political landscape of India, artificial intelligence (AI) has become a game-changer ahead of the 2024 Lok Sabha elections. AI-powered videos, voice cloning, and deepfakes are dominating social media, digitally resurrecting political icons and creating virtual avatars of current leaders.
Resurrecting Political Legends
The late J. Jayalalithaa, former Chief Minister of Tamil Nadu, has been brought back to life through AI. A short clip featuring her cloned voice was released on her birth anniversary, stirring emotions among her supporters. Similarly, the late M. Karunanidhi, another former Tamil Nadu Chief Minister, has been digitally resurrected in a virtual avatar to praise his son and current Chief Minister, M.K. Stalin.
Personalized Messaging and Deepfakes
AI is also being harnessed to create personalized messaging for voters. Divyendra Singh Jadaoun, a political worker turned AI expert, has mastered the art of deepfakes, creating lifelike videos that seamlessly combine existing footage and AI-generated content. Political parties are leveraging these deepfakes to generate buzz and build recall among voters.
AI-Generated Songs and Interactive Holograms
Sumon K. Chakrabarti, CEO of the digital creative agency Buffalo Soldiers, emphasizes the increased use of AI in content production. From radio to social media, AI-generated content is omnipresent in this election cycle. Devang Dave of BJP Maharashtra highlights the use of AI-driven moving vans that play Narendra Modi’s speeches tailored to specific audiences, including youth and women.
Cost Analysis and Regulation
The availability of AI tools has lowered the cost of deepfake and voice cloning production. Jadaoun charges around 60,000 rupees for voice recordings, while the cost of deepfake videos varies based on quality and computation power. However, the Election Commission of India has issued guidelines to ensure responsible and ethical use of social media platforms during the election period.
Concerns and the Future of AI in Politics
While AI offers exciting possibilities in electioneering, experts raise concerns about the potential misuse of deepfakes and the spread of misinformation. Prateek Waghre of the Internet Freedom Foundation warns that identifying AI-generated content can be challenging, raising concerns about voter manipulation. Political strategist Sagar Vishnoi emphasizes the need for balance in regulating AI, avoiding both excessive control and unrestricted use that could harm society.
As India’s political landscape continues to evolve, AI is poised to play an increasingly significant role. From resurrecting political icons to creating personalized content and shaping voter opinions, AI’s deepfake revolution is transforming the way elections are fought.
