In the bustling city of Ajmer, a local politician named Shakti Singh Rathore nervously attempted to shoot a video in front of a greenscreen. This marked his first experience with being cloned through AI technology. The backdrop of the video shoot featured Rathore donning a crisp white shirt and a ceremonial saffron scarf, bearing the lotus flower logo of the ruling BJP party. The director of the shoot, Divyendra Singh Jadoun, guided Rathore, instructing him to minimize movement and focus on moving only his lips for the camera. The purpose of this AI deepfake video was to reach 300,000 potential voters around Ajmer and create a personalized connection with each one.
As India’s general election unfolds, deepfakes have become a prominent tool used by political parties to engage with voters. While deepfakes are often associated with spreading misinformation globally, in India, their primary function lies in voter outreach. With a diverse population speaking 22 official languages and numerous regional dialects, AI technology provides a pathway for politicians to convey personalized messages to communities across the nation. The use of AI-generated voices for political campaigns has evolved into a thriving $60 million industry, with millions of AI-generated calls being made to voters during the election season.
Polymath Synthetic Media Solutions, led by Divyendra Singh Jadoun, exemplifies the tech-savvy approach adopted by Indian politicians in leveraging deepfake technology for electoral gains. Jadoun’s firm has been instrumental in creating AI campaigns for various political figures, including chief ministers and local candidates. Through AI-generated deepfake videos, political leaders can directly address voters by name, discuss key election issues, and appeal for their support. This personalized form of communication has redefined traditional door-to-door campaigning, enabling politicians to reach a broader audience more efficiently.
While deepfake technology offers a novel approach to political outreach, concerns regarding misinformation and manipulation linger. The AI-generated content blurs the line between reality and fabrication, raising questions about the ethical implications of using deepfakes in elections. The potential for deepfakes to sway public opinion, misrepresent candidates, or disseminate false information poses a threat to the democratic process. As the use of deepfakes in Indian politics continues to expand, policymakers and regulatory bodies must address these ethical concerns to safeguard the integrity of electoral processes.
Despite the ethical dilemmas associated with deepfake technology, its integration into Indian politics signifies a paradigm shift in electoral campaigning. As political parties harness AI capabilities to engage with voters on a personalized level, the landscape of electioneering undergoes a transformation. The widespread adoption of deepfakes underscores the evolving nature of political communication and the increasing reliance on technology to influence voter sentiment. Moving forward, a balance must be struck between innovation and ethical responsibility to uphold the democratic values enshrined in India’s electoral system.