Social media and Artificial Intelligence in Indian Elections 2024

India’s massive elections in 2024 are set to be heavily influenced by two powerful forces: social media and artificial intelligence.

In the ever-evolving landscape of politics, technology plays an increasingly significant role, particularly with the advent of artificial intelligence (AI) and the widespread use of social media platforms. In a country as vast and diverse as India, where elections are a cornerstone of democracy, the influence of AI and social media cannot be overstated. This article delves into the complex interplay between these two forces and their impact on Indian elections.

India is gearing up to celebrate the festival of democracy, where the fate of 130 crore people will be decided. We have already seen the impact of social media in the last two elections (2014 and 2019), but this time it will be a different game altogether with the emergence of AI.

With the technological progression and digital revolution, internet accessibility has reached Indian villages. High-speed internet is available at a very affordable price and social media platforms are free to use, making it a perfect medium for a voter to reach out. But the integration of AI and social media has made it more lethal.

The Rise of AI in Political Campaigns:

Artificial intelligence has revolutionized the way political campaigns are conducted. From voter targeting and sentiment analysis to personalized messaging, AI-powered tools offer unprecedented capabilities to political parties and candidates. In India, where millions of voters are spread across diverse linguistic, cultural, and socioeconomic backgrounds, AI helps streamline campaign strategies and optimize resources for maximum impact.

One of the key applications of AI in political campaigns is predictive analytics. By analyzing vast amounts of data, AI algorithms can identify patterns and trends, enabling campaigns to anticipate voter behaviour and tailor their outreach efforts accordingly. For instance, AI-powered models can predict which constituencies are likely to swing in favour of a particular party based on factors such as demographics, past voting patterns, and current socio-political dynamics.

The Amplifying Power of Social Media:

#Increased voter engagement: Social media platforms connect millions, enabling direct candidate-voter interaction, fostering political discourse, and mobilizing previously passive segments.

#Targeted campaigning: Micro-targeting through AI analysis of user data allows parties to craft personalized messages, resonate with specific demographics, and optimize resource allocation.

#Spreading information (and misinformation): News, opinions, and agendas travel at lightning speed, but the lack of effective fact-checking mechanisms fuels the spread of misinformation and propaganda, potentially influencing voter choices.

Challenges for Indian Elections 2024

Social media is growing with each passing day. Though the government has developed digital media regulations, social media is still like an uncontrolled bull. All social media platforms are using AI-powered algorithms for better user experience. These algorithms are becoming more and more influential in determining political tactics. With this help, political parties can identify voter preferences, customized messages, and optimized campaign plans by analyzing large datasets. This further escalates with the creation of Echo Chambers.

Voters may thus find themselves in solitary informational bubbles that restrict their exposure to other viewpoints and may affect their choices and preferences while voting. Fake videos and news are another threat. Deep fake videos created with the help of AI can intimidate voters with false information. These videos can be used to malign the image of any political leader of the opposition party. Also, there is a possibility of the usage of the photos and voices of some influential people to misguide voters.

The Nexus Between AI and Social Media:

The intersection of AI and social media creates a potent synergy that significantly impacts Indian elections. AI-powered algorithms analyze vast troves of social media data to identify trends, sentiments, and influencers, providing valuable insights to political actors. By understanding the pulse of the electorate, campaigns can tailor their messaging, target undecided voters, and counter rival narratives effectively.

Moreover, AI enables the automation of social media outreach, allowing campaigns to schedule posts, track engagement metrics. Social media listening tools powered by AI monitor online conversations in real-time, enabling campaigns to respond swiftly to emerging issues and shape the narrative in their favour.

OpenAI’s new policies ahead of the 2024 elections:

OpenAI said it will allow its technology to be used for political campaigning and lobbying. The company is also restricting the creation of chatbots that can pretend to be real people (candidates) or local governments. 

The San Francisco-based AI startup said that it will also not allow applications that will deter people from participating in the democratic process like discouraging voters or misrepresenting qualifications. 

OpenAI has also announced that it will implement a provenance classifier in order to help users detect images generated by Dall-E. The company said that its new tool will soon be made available to the first group of testers including journalists and researchers.

Prior to this announcement, Meta, one of social media giants like Facebook and Instagram, had also barred political advertisements from using its generative AI-based ad creation tools citing the ‘potential risks’ posed by this new technology.

Conclusion:

AI and social media offer immense potential to enhance Indian elections, but their effective harnessing hinges on addressing the accompanying challenges. By promoting responsible innovation, fostering media literacy, and implementing robust regulations. India can ensure that technology empowers, not undermines, its vibrant democracy.

As India continues to grapple with the evolving dynamics of technology and politics. It becomes imperative to strike a balance between innovation and regulation. Ensuring that AI and social media serve the broader interests of democracy, transparency, and accountability. Ultimately, the responsible and ethical use of these technologies is crucial for safeguarding the integrity of Indian elections.